This weekend marked a quiet but important shift in my doctoral work. The Project Approval Form is now submitted to the university Moodle, and the final version has been formally approved. My supervisors confirmation landed with a sense of relief. The framework is now in place. There is no more circling around the project. It has started. Alongside that, I decided to begin a research journal. Not a progress log and not a polished blog series, but a working journal. A place to note moods, energy, doubts, confidence, and the less visible parts of writing a thesis. I am increasingly convinced that how the work feels matters, not just what gets produced. Especially in a practice led PhD, where decisions are shaped by experience, judgement, and sometimes friction. I spent time this weekend setting up tools and routines. I watched the university library instruction video and immediately found new and relevant literature. That moment reminded me how much structure and support exists once you a...

  This January marks the beginning of a long journey I’ve been preparing for over many years. I’ve officially started my PhD, and as part of the process, I’ve committed to documenting the road ahead. This is not just for myself but also for others working in tourism, place-making, and digital strategy. This isn’t a formal progress report. It’s more like a public journal entry that reflects what it means to transition from full-time practitioner to part-time researcher without stepping out of the professional role. My research focuses on how artificial intelligence (AI) can be used in tourism in a way that respects local values, strengthens regional governance, and builds trust among both visitors and residents. To make that concrete, I’m developing something called the AI Readiness and Ethical Targeting Toolkit , or AIRETT . The goal is to support destination marketing organisations (DMOs), especially those in rural  regions like Northern Finland, in making informed, ...

I am happy to share that I am embarking on a new chapter in my academic and professional journey: pursuing a PhD! My first step in this journey is completing the Diploma in Advanced Research, a foundational milestone that will equip me with the skills and knowledge necessary to delve deeper into the world of academic exploration. As I begin this journey, I am particularly inspired by the intersection of Artificial Intelligence (AI) and sustainability in the context of Destination Management Organizations (DMOs). Tourism is a dynamic and ever-changing industry, and I believe that DMOs play a pivotal role in shaping its future. However, there are still significant research gaps in understanding how AI can be harnessed to optimize resource management, reduce environmental footprints, and promote responsible tourism. My goal is to identify a PhD thesis topic that bridges these gaps, creating a body of work that is both academically valuable and practically impactful. I am particularly moti...