Artificial intelligence is transforming tourism, creating new opportunities to enhance visitor experiences, improve business performance, and support sustainable development, while also raising policy challenges. This paper explores the opportunities, risks and policy implications of AI adoption in tourism across APEC economies. It identifies six priority areas for policy action to support AI adoption in tourism, with particular attention to the sector’s SME-dominated structure. Drawing on emerging practices across APEC economies, the paper highlights policy approaches to harness the benefits of AI while fostering a more innovative, resilient, and sustainable tourism economy.
Sep
2026
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