Saxion University and UN Tourism Collaborate on AI Advancements in Tourism
Enschede, Friday, 24 January 2025.
Saxion University teams with UN Tourism to produce a report on AI in tourism, introduced at Fitur 2025. The initiative focuses on operational efficiency and innovative management solutions.
Groundbreaking Collaboration for Tourism Innovation
Saxion University of Applied Sciences and UN Tourism have unveiled their comprehensive report titled ‘Artificial Intelligence Adoption in Tourism: Key Considerations for Sector Stakeholders’ at the Fitur 2025 international tourism fair in Madrid [1]. The collaboration aims to revolutionize the tourism sector, with projections suggesting AI could generate between USD 15.7 trillion to USD 19.9 trillion in global economic impact by 2030 [7].
Practical Applications and Implementation
The report, spearheaded by Marcel Heerink, lead author and researcher in Ethics & Technology at Saxion, addresses critical aspects of AI implementation in tourism. It covers practical applications such as automated customer service through chatbots and predictive analytics for booking optimization [1]. The initiative responds to growing industry demand for ethical and effective AI implementation guidelines, with research showing that 80% of travelers have already benefited from AI in their travel planning over the past two years [7].
Ethical Considerations and Best Practices
Through collaboration with Saxion’s Ethics & Technology research group, the report emphasizes the importance of collaborative and inclusive approaches to AI adoption [1]. The initiative aligns with broader UN efforts to ensure AI development remains human rights-based and trustworthy [6]. The framework particularly focuses on maintaining privacy protection and transparency while maximizing operational benefits for the tourism sector [1].
Future Impact and Implementation
This partnership comes at a crucial time as the tourism industry embraces digital transformation. The collaboration coincides with the launch of the UN Tourism Global Artificial Intelligence Challenge 2025, which opened on January 20, 2025, seeking innovative AI solutions in areas such as smart destinations, education, and operational efficiency [5]. The challenge, accepting applications until March 25, 2025, aims to foster practical AI applications that enhance travel experiences while promoting sustainable tourism development [5].