Tourism - Artificial Intelligence for hospitality: innovation and sustainability

The report examines the growing role of artificial intelligence in the Italian and European tourism sector, which is characterised by a high degree of fragmentation and the predominance of small businesses.

In this context, AI is emerging as an increasingly accessible tool for improving operational efficiency, reducing costs and strengthening the competitiveness of SMEs through applications ranging from customer service and marketing to pricing, data management and internal process optimisation.

At the same time, it contributes to the achievement of environmental and energy sustainability objectives by optimising resource use and energy consumption. Nevertheless, several barriers to adoption remain, including skills shortages, implementation costs and the challenges associated with technological integration, making a gradual and pragmatic approach essential.