As AI continues to transform the tourism and hospitality industry, destination marketing organizations (DMOs) must embrace its potential while ensuring ethical, transparent, and responsible use. Recognizing this growing need, Stephen Ekstrom, CEO & Co-founder of Learn Tourism, has created a Responsible AI Policy template—a practical resource to help destinations navigate AI adoption with integrity.
This free policy draft provides clear guidelines for both internal AI use (to enhance productivity and efficiency) and outward-facing AI applications (such as visitor interactions and marketing content). It aligns with the values of authenticity, sustainability, creativity, and responsible action—ensuring that AI enhances, rather than undermines, the trust and engagement of travelers, stakeholders, and communities.
Artificial intelligence is reshaping the way destinations:
✅ Engage with visitors through AI-powered chatbots and trip planners
✅ Streamline internal operations with automated insights and content creation
✅ Promote responsible tourism by guiding visitors toward sustainable choices
✅ Ensure fairness and transparency in AI-generated content and recommendations
However, with great power comes great responsibility. This Responsible AI Policy offers a clear framework to help DMOs harness AI’s benefits without compromising ethical standards or trust.
This policy was developed by Stephen Ekstrom, a recognized leader in tourism education and AI governance. Stephen holds certifications in AI Policy and Governance from Brown University, Inclusive and Ethical Leadership from USF, and Sustainable Business Strategy from Harvard Business School. His work is dedicated to helping destinations, tourism professionals, and industry leaders integrate AI in ways that are ethical, effective, and aligned with long-term success.
This free Responsible AI Policy template is available for destination marketing organizations to download, adapt, and implement.
👉 Click here to download the Responsible AI Policy
If your organization adopts, adapts, or is inspired by this policy, we kindly ask for attribution to Learn Tourism (learntourism.org) and Stephen Ekstrom to support our ongoing efforts in advancing ethical AI use in tourism.
If your DMO is exploring AI strategies and wants to ensure responsible adoption, Stephen is available for advisory, speaking engagements, and consultations on AI governance, responsible tourism, and destination marketing.
💡 Let’s shape the future of AI in tourism—together.
📩 Contact Learn Tourism to learn more!