AI IN TOURISM - Stefan Huber

On April 17, 2025 By Stefan Huber

This is how AI becomes a valuable solution for destinations

Artificial intelligence is no longer just a hype. But how can it be effectively used in tourism – without additional effort, new systems, or abstract future visions? The answer: By leveraging what is already available – structured, well-maintained tourism data.

Destinations that already systematically capture their content are in the best position today to create real added value with AI. Three approaches demonstrate how this works in practice.

1. Optimize existing content & generate new content

The easiest way to start using artificial intelligence begins with your own content. AI is ideal for revising existing content and creating new content. For destinations, this specifically means: descriptive texts for POIs, tours, hosts, and more – as well as texts for social media, press, or blogs.

In terms of SEO and digital accessibility, image descriptions and alternative texts are also added. AI can help ensure a consistent linguistic style and consistently high quality across all content.

With one.intelligence, destination.one has created a solution that requires no additional system. No proprietary prompting is necessary either. Text generation occurs directly within the tourism database – content can be revised and newly created there. Within one.intelligence, it is defined which fields are used for text generation. This automatically generates consistent and up-to-date descriptive texts for POIs, events, tours, or accommodations from existing information at the push of a button – in different styles if desired.

Similarly, content for blogs, social media, or press work can be automatically generated – based on tourism data and, if desired, supplemented by external sources. Thanks to integrated DeepL translation, all content is also available in multiple languages directly within the database.

The solution not only works with destination.data but can also be connected to other tourism database systems via the one.intelligence Suite. This allows regions or cities with their own infrastructure to benefit from smart content generation.

2. Increase Reach with ChatGPT & Co.

Anyone who wants their content to appear in the chat window of ChatGPT or Gemini does not need to pursue a new technical path. No knowledge graph or other graph databases are required for this. A solid website infrastructure is crucial. This is because the large AI language models involve tech companies that also operate common search engines. AI applications access publicly available web content, which they find and interpret via search engines like Bing or Google.

Therefore, a clear structure, clean indexing, and continuous maintenance of website content are crucial. Above all, content must be annotated according to schema.org so that search engines can optimally read it. Optimizing your website for Bing improves the chances of appearing in ChatGPT results. Those who focus on Google during optimization are more likely to be visible in Gemini.

Destinations that maintain their content in a structured database thus create the foundation for machine-readable content. If this data is used directly to populate the website, a web presence is automatically created that can be better captured and processed by search engines and large AI models. Therefore, the interplay of database and website is needed for a strong presence in AI-powered information systems worldwide.

3. Personalized Guest Consultation on Your Own Channels

In addition to visibility in external AI applications, destinations naturally want to primarily inform and advise their guests on their own channels. At the same time, new expectations have been established due to the increasing use of AI systems like ChatGPT: users are accustomed to freely formulating questions and receiving an immediate, precise answer – around the clock and without long searches.

The solution: AI-powered chat or voice bots that can be deployed on websites, apps, info kiosks, and telephone systems as needed. Here too, destination.one has found a way for destinations to use their own structured content to significantly optimize information and advice provided by AI bots. While many bots only access general language model knowledge, the one.intelligence chat and voice bot directly connects to the structured destination.data database, thereby providing context-specific, up-to-date, and reliable answers.

This makes consultation not only efficient but also impressively precise, giving destinations control over the results. Cities like Leipzig and Frankfurt are already successfully using the chatbot for digital guest communication on their websites.

Destination.one at DSTNCMP²⁵

Those who maintain data can now reap the rewards. Entering into meaningful AI use is not a major technical project, but rather the smart utilization of what is already available.

How destinations can use existing data for smart AI solutions will be demonstrated by Stefan Huber, Managing Director of destination.one, in his keynote for the first session in the theme track "AI Changes Processes" at DSTNCMP²⁵. With concrete examples, realistic recommendations, and a clear view of the next steps.

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