Understanding how GenAI is Transforming Tourism

As the current EU capital of Smart Tourism, Dublin City Council (DCC) and OpenAI recently hosted a two-day workshop in CHQ, Docklands. With leaders from the EU Commission and over 15 city destinations in attendance, the event explored how Generative AI (GenAI) is disrupting the tourism sector—from transforming trip planning to creating hyper-personalised travel experiences.

A shift away from traditional marketing approaches?

As tourists increasingly turn away from traditional search engines destination marketers are facing a critical shift. Instead of relying solely on broad marketing campaigns, AI-powered solutions are helping destinations deliver custom experiences that resonate on an individual level. GenAI technologies are allowing destinations to engage travellers in far more exciting and personalised ways that support multiple languages.

Cutting-Edge AI Tools for Destinations

One of the highlights of the event was a presentation by OpenAI's creative and tech experts, who demonstrated the potential of GPT and SORA to revolutionise destination marketing. Attendees were shown how these AI tools can craft compelling travel stories and immersive video content to capture the attention of prospective visitors, offering a new frontier in digital tourism marketing.

Travel Tech Companies Leading the Way

Industry leaders such as Booking.com, Kiwi.com and Holiday Extras showcased their innovative use of GenAI in transforming their businesses. Through real-time demonstrations, these companies shared how AI is reshaping customer experiences—from smarter booking tools to highly personalised recommendations, all designed to improve convenience and satisfaction. Their leadership teams have committed significant investments into GenAI tools, with results that are already yielding substantial benefits.

Local Innovation: “Dublin in a Day”

DCC also partnered with local startup Data&Design to create “Dublin in a Day,” a bespoke prototype tourism planner powered by GPT. This innovative tool uses localised data to recommend customised itineraries for visitors, offering a unique and personalised way to explore Dublin. The collaboration demonstrated how city destinations can harness AI to build novel visitor experiences, ensuring no two journeys are the same.

A Fireside Chat on the Future of GenAI in Tourism

The event concluded with a lively fireside chat featuring myself, Dave Power (Dogpatch Labs Innovation Lead), and Lane Dilg (VP Global Policy at OpenAI). The conversation focused on the rapid pace of change and the opportunities and challenges posed by GenAI. One key takeaway: tourist destinations and cities that fail to embrace these emerging technologies risk being left behind.

For entrepreneurs and startups, the message was clear—there has never been a better time to innovate within the smart tourism space. The event attracted some of Ireland’s brightest tourism tech entrepreneurs, highlighting the strength and vibrancy of Dublin’s innovation ecosystem.

Looking Ahead: The Future of Smart Tourism

As GenAI continues to disrupt the tourism sector, destinations must evolve or risk being left behind. For destination marketers, startups, and travel tech companies, the opportunity is immense. As the EU capital of smart tourism, we were delighted to bring our European friends and partners together to share insights and best practices.”

As we look toward the future, the question for all stakeholders is: How will you embrace GenAI to revolutionise your city or business?