Tourism and hospitality: a sector undergoing transformation
The tourism sector is going through a crucial period of major transformation: while figures show a post-pandemic recovery in terms of visitor numbers ( Federalberghi data), the sector is struggling to attract new professionals, particularly young people. Data collected by the CNR's Report on Italian Tourism and studies such as that by Ecoplan et al. (2016) show that complex working conditions—low wages, inflexible hours, high seasonality, and high levels of stress—are fueling phenomena such as the Great Resignation and Quiet Quitting, with a direct impact on the sector's ability to regenerate.
There is an urgent need to build a new image for the sector, equipping it with tools to attract new professionals by focusing on levers such as competitiveness, innovation, and experimentation. This awareness gave rise to AI-driven Tourism & Hospitality, a project carried out with ConfTurismo Veneto, Ca' Foscari University of Venice and the support of UniCredit to rethink tourism through a community-based and experimental approach.
Revitalizing tourism by focusing on young people, innovation, and competitiveness
We have launched a trial with tourism federations to test the potential of generative artificial intelligence to make businesses more efficient, starting first and foremost by actively listening to their needs. The goal? To develop activities that are more sustainable from an economic and social point of view, capable of creating value for the local area and those who live there. Working at a systemic level has allowed us to gain a deep understanding of the needs of many organizations that have been working for years to make Veneto destinations attractive. There are many synergies and solutions, in terms of use cases, that can meet the needs of tourism operators and their customers.
The project is based on three pillars for change:
- Innovation as a driver of development. Tourism can (and should) experiment with advanced digital solutions, just like other industries. Generative AI can optimize processes, improve the tourism experience and make businesses more competitive.
- Young people as drivers of transformation. With innovation being a key element in their career choices, we want to show that tourism can offer real opportunities for growth by valuing emerging talent and skills.
- Effectiveness of change in a collaborative ecosystem. If an idea works, it can be adapted and shared among a network of companies with support from universities, spin-offs, trade associations, and area businesses.
Revolutionizing the tourism and hospitality industry is not only possible, but must become a priority in order to make destinations smarter and more sustainable, preparing businesses in the sector to make the most of emerging technologies.
From listening to use cases to test strategic areas of intervention
The first phase of the project focused on listeningto tourism businesses: federations and operators shared their needs, challenges, and objectives related to the digital transition. One of the main points we worked on was the human and empathy component that characterizes this sector. The approach we adopted with generative artificial intelligence was not aimed at replacing or reducing the relationship between tourism operators and visitors, but rather at providing support, creating interfaces and tools that could facilitate human work, reducing the time spent on low value-added activities to allow staff to focus on hospitality.
From the initial meetings, three strategic areas emerged for experimenting with generative artificial intelligence, capable of optimizing internal processes, improving the guest experience, and strengthening the economic and social sustainability of hospitality activities.
The three solutions developed respond to complementary needs that emerged from the analysis of the requirements of tourists, destination managers, and entrepreneurs.
- Immersive Digital Platform: a solution designed for digital tourists, transforming a facility's website into an interactive space. Profiling quizzes, personalized content, and intelligent chatbots guide visitors in creating a tailor-made stay, increasing the chances of booking and making the experience more engaging.
- SmartTourism Planner is the new "control room" for those who manage a company operating in the tourism sector. An organizational dashboard that integrates checklists, smart notifications, and reports, simplifying bookings, space preparation, and internal communication. A tool that reduces errors, increases efficiency, and improves the quality of hospitality.
- AI Assistant Destination Manager is an advanced chatbot that becomes the "digital voice" of a destination. Powered by the destination manager, it provides tourists with real-time information and suggestions, promoting authentic and sustainable activities. Not just answers, but dynamic proposals that strengthen the bond between guests and the local area.
The demos developed with artificial intelligence were presented at the Hospitality Day in Rimini on October 7, 2025.
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Bibliography
CNR Report on Italian tourism XXVI edition 2022-2023. Edited by Alessandra Marasco, Alfonso Morvillo, Giulio Maggiore, Emilio Becheri.
Ecoplan, Walker, P., Walther, U., Marti, M., Suter, S. (2016). Facts and figures on the tourism labor market, State Secretariat for Economic Affairs SECO.
Del Chiappa, G., Satta A. G., Bregoli, I. (2022). What Makes Work Attractive in the Hospitality and Restaurant Industry during the Era of Great Resignation and Quiet Quitting?
