Title page 1

Contents 6

Acknowledgements 5

Executive summary 7

Setting the scene: Potential and challenges of AI 9

Understanding the wider AI policy environment and its implications for tourism 14

Policies to boost AI-driven innovation and enhance sustainable tourism 16

References 27

Note 28

Table 1. AI agenda and strategies in APEC economies 15

Table 2. Raising awareness of AI opportunities and risks: selected APEC examples 18

Table 3. Improving tourism data governance and business intelligence: selected APEC examples 20

Table 4. Supporting AI uptake by small and medium tourism enterprises: selected APEC examples 22

Table 5. Supporting human capital development in tourism: selected APEC examples 23

Table 6. Enhancing trust, transparency and ethical AI implementation in tourism: selected APEC examples 25

Table 7. Empowering destinations and DMOs as AI agents for co-operation: selected APEC examples 26

Boxes 6

Box 1. Statistical insights on AI adoption in tourism in APEC economies 10

Box 2. OECD definition of AI systems 11