Tourism marketing is evolving at breakneck speed. Artificial intelligence has made it easier than ever to predict traveler behavior, segment audiences, and generate content at scale. But here’s the paradox: while AI makes our work faster and more efficient, tourism is still, at its heart, a deeply human experience. The challenge for destination marketing organization leaders is clear—how do we balance the efficiency of AI with the authenticity and empathy travelers crave?
AI is not just a passing trend—it’s an essential tool for modern tourism marketing. From automated chatbots answering visitor inquiries 24/7 to predictive analytics that help DMOs allocate budgets more effectively, AI allows teams to stretch limited resources further. A recent McKinsey report found that organizations leveraging AI in marketing can increase customer engagement by 40% compared to traditional methods. For DMOs operating with tight budgets, these efficiencies are game-changing.
While AI delivers data, it doesn’t deliver heart. Travelers don’t visit a destination because an algorithm told them to. They come because of stories, connections, and the promise of an authentic experience. As one learner from the Destination LEXpert program shared, “The program gave me additional resources and deepened my appreciation for what Lexington and the Bluegrass region have to offer.”
AI can't replicate that emotional resonance—the feeling of pride, excitement, and belonging. Without empathy, marketing risks becoming hollow, transactional, and forgettable.
Use AI for Insight, People for Storytelling
AI can identify which markets are most likely to visit your destination, but let your frontline workers, locals, and advocates share the stories that matter. For example, participants in programs like the Poconos Ambassador course report feeling “much more confident in creating exciting experiences for visitors”—proof that authentic human connection transforms visitor engagement.
Personalize Without Over-Automating
AI can help tailor marketing campaigns, but personalization should feel genuine. A chatbot that remembers a traveler’s previous interaction is useful—but nothing beats a heartfelt recommendation from a local who truly cares.
Train Your Team in Empathy
Destination champions who understand the value of tourism and can speak with pride and compassion become your best marketing assets. Tourism training programs that blend practical knowledge with empathy skills create advocates who embody the soul of the destination.
Keep Authenticity Front and Center
Travelers are increasingly skeptical of “perfect” marketing messages. Highlight your community’s quirks, stories, and challenges alongside its strengths. AI may smooth the edges, but authenticity wins loyalty.
The best DMOs won’t choose between AI and empathy. They’ll use AI as a foundation—collecting insights, improving efficiency, and removing friction—while doubling down on human-centered storytelling and authentic connections.
Empathy is the differentiator. It’s what makes travelers return, spend more, and advocate for your destination. When AI and authenticity work in tandem, destinations build not only stronger brands but also stronger communities.
About Learn Tourism the nonprofit academy...
Learn Tourism is a 501c3 nonprofit organization dedicated to advancing the tourism industry through innovative educational practices and professional development initiatives. Our mission is to harness the power of science, business psychology, and adult education to build sustainable economies and enrich the tourism landscape.
Stephen Ekstrom is the embodiment of a passionate lifelong learner and a seasoned professional in the tourism industry, serving as the CEO and co-founder of Learn Tourism - the nonprofit academy. With over 25 years of experience, he has cultivated a deep understanding of tourism development and education, driven by his commitment to advancing the industry and fostering sustainable economies. Stephen's insatiable curiosity and love for knowledge have led him to be a proud nerd, constantly seeking to expand his expertise and share his insights with others. Alongside his faithful furry companions, Rudy and Marjorie, he embraces the digital nomad lifestyle, traversing the globe and immersing himself in diverse cultures. A dedicated advocate for continuous improvement, Stephen is a professional member of the Association for Talent Development and a member of Skal International. Stephen holds prestigious certifications in Inclusive and Ethical Leadership from USF, AI Governance and Ethics from Brown University, and Sustainable Business Strategy from Harvard Business School.