Everyone uses AI. Almost no one has a plan.

AI has gradually become part of everyday work in destination organisations. But while experimentation is spreading fast, strategy is lagging far behind. A new international survey by Group NAO shows how destinations are using AI today, where they are falling short, and what it will take to move from a hot mess to strategic clarity.

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AI has arrived, strategy hasn’t

Eighteen months ago, generative AI still felt optional. Interesting, perhaps useful, but easy to ignore. That moment has passed. Today, AI is embedded in the daily routines of destination professionals across Europe and North America, from writing copy and translating content to analysing data and designing visuals.

According to Beyond the Hype, AI Adoption & Impact Survey Report by Group NAO, nearly every professional in destination marketing and management now uses AI tools. More than half do so weekly. And yet, only 16% of organisations report having a formal AI strategy.

This gap between widespread use and limited direction is the central finding in the survey of 311 professionals across 157 destination organisations in Europe and North America. The data points to a sector that has embraced tools faster than it has clarified the purpose of the usage.

“Strategy lags behind enthusiasm. AI has moved fast, structure hasn’t caught up.”

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What destinations are actually doing with AI

The survey shows rapid uptake in practical, operational tasks. Writing and editing content, translation, image generation, and data support are now common use cases. Confidence in using AI tools is rising, and optimism about their potential is high, while fears about job displacement are limited.

However, most AI use remains internal. Few destinations have implemented AI-driven tools for visitors, partners, or residents. Even fewer have defined how AI supports broader goals such as sustainability, accessibility, service quality, or organisational capacity. The result is a pattern of informal adoption. Individuals experiment. Teams learn by trial and error. And knowledge spreads unevenly, without clear frameworks and contingent largely on personal initiative.

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The real barrier is not technology

The key conclusion of the report is that access to technology is not the main constraint. What separates more advanced destinations from hesitant ones is structure. Destinations that report the highest levels of confidence and capability are not the ones with the most advanced tools, but the ones with clear internal frameworks, shared guidelines, and leadership that treats AI as a strategic question rather than a personal productivity hack.

“Progress doesn’t come from better tools; it comes from clearer intent.”

In other words, AI maturity is less about subscriptions and more about governance. Who sets direction, how risks are addressed, how learning is shared, and how experimentation is connected to purpose are the keys (or, perhaps, the algorithms) to success.

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From pilots to practice

The report shows that destinations now face a critical transition point. Continuing to experiment without direction risks fragmentation and missed opportunities. Moving forward better requires deliberate focus on strategy and making sure everyone in the organisation is left behind.

Beyond the Hype report is part of Group NAO’s AI Opener for Destinations programme, developed with Miles Partnership, City Destinations Alliance, and the European Travel Commission. By comparing survey data from 2023 and 2025, the report tracks the evolution of AI adoption and where destinations can go next.

The message is clear: the future of AI in tourism is not about chasing every new tool but about applying the right ones, responsibly, collaboratively, and with intent. AI can strengthen local capacity, enhance visitor experiences, and free up time for creativity and connection. But it will only do so if destinations treat it as a strategy, not an experiment.

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Get Practical!

And download the full report to explore how destinations across Europe and North America are navigating this shift, and how you can learn from their progress.

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