Artificial intelligence and digital technologies are reshaping the way tourism and hospitality enterprises engage with visitors, deliver services, and manage their operations. However, taking advantage of these technologies requires workers and organisations to develop the right skills and competences.
The BIAD (AI-Enabled Skill-Building for Tourism and Hospitality: Bridging the Industry-Academia Divide) project aims to strengthen cooperation between education and industry by fostering the development of relevant AI and digital competences for Europe’s tourism and hospitality sector.
To support this goal, project partners are carrying out a needs analysis to better understand how digitalisation and artificial intelligence are transforming the sector, which skills are becoming essential, and what obstacles might hinder businesses and workers from adopting new technologies.
ACEEU has conducted European-level desk research covering relevant EU policies, academic and industry literature, applications of AI and digital tools, workforce skills requirements, barriers to adoption, responsible AI and data governance, existing training programmes, and international good practices.
The findings reveal considerable potential for enhancing service quality, operational efficiency, and strategic decision-making, while also underscoring persistent challenges tied to skills gaps, costs, infrastructure limitations, cybersecurity concerns, and the responsible use of technology. The research further indicates that digital proficiencies should be complemented by communication, adaptability, creativity, empathy, and other human-centred qualities that remain particularly important in tourism and hospitality.
These insights will guide BIAD partners in developing training materials and pedagogical approaches that are closely aligned with the real-world needs of tourism and hospitality businesses, professionals, and educators.
Discover more about the BIAD project here.
