09-24-2026

Supporting tourism SMEs through the AI transformation

Artificial intelligence is changing how tourism businesses serve visitors, manage operations and make decisions. For small and medium-sized enterprises (SMEs), adopting AI also raises practical questions: Which tools are useful? What skills do staff need? And how can businesses navigate requirements concerning data, transparency and responsible use?

The new OECD policy paper Artificial Intelligence and tourism in APEC economies: Boosting innovation and enhancing sustainability examines the opportunities, risks and policy implications of AI adoption in tourism. Hannes Thees contributed to the work as an external expert to the OECD.

The paper builds on the G7/OECD policy paper endorsed by G7 Tourism Ministers in 2024. It brings together emerging practices from APEC economies and insights from policymakers, international organisations, tourism businesses and technology experts. In doing so, it contributes to a shared international direction for responsible AI use in tourism while recognising the different needs of tourism economies and businesses.

Its central policy message is that tourism SMEs need support they can put into practice. The paper identifies six priorities: raising awareness of AI opportunities and risks; improving tourism data governance; supporting SME adoption; developing workforce skills; strengthening trust and transparency; and enabling destinations to support businesses. Together, these actions can help the sector use AI to strengthen innovation, resilience and sustainability.

Read the OECD policy paper.