In this enlightening episode of the Tourism Hub Podcast, host Despina Karatzias explores the transformative power of AI in marketing and its growing implications for the tourism industry. Drawing on insights from industry leaders, current trends, and recent research, Despina highlights the rapid rise of AI in marketing, with global investment projected to grow from $27.4 billion in 2023 to an estimated $107.5 billion by 2028. This remarkable growth signals a major shift in how tourism businesses connect with audiences, design experiences, and remain competitive in an increasingly digital landscape. Setting the tone for the episode.
Despina references a powerful quote from Paul Roetzer: “Artificial intelligence will not replace marketers, but marketers who use AI will replace those who don’t.” This message frames the discussion around opportunity rather than fear, particularly for small businesses and regional tourism operators.
Throughout the episode, listeners gain a clear and practical understanding of how AI can be applied across tourism marketing to enhance customer engagement, streamline internal operations, and significantly improve campaign effectiveness. Despina breaks down complex concepts into accessible insights, explaining how tools such as predictive analytics, personalised content, and automation can help tourism businesses better understand traveller behaviour and deliver more meaningful, tailored experiences.
Real-world case studies are woven throughout the discussion to demonstrate AI in action. Despina explores how Tourism New Zealand uses AI-driven personalisation to deliver targeted content, how Accor Hotels employs chatbots to enhance customer service and responsiveness, and how Qantas leverages data-driven insights to strengthen customer loyalty programs. These examples provide inspiration and reassurance, showing that AI adoption does not require vast budgets or technical expertise, but rather a strategic and thoughtful approach.
Importantly, the episode also addresses common concerns surrounding AI, including fears about job displacement and the loss of human creativity. Despina emphasises that AI should be viewed as a supportive tool rather than a replacement, reinforcing the importance of human insight, creativity, and emotional connection in tourism marketing. She encourages listeners to start with a data health check and to experiment with small, goal-aligned AI tools that complement their existing strategies.
With a strong focus on actionable steps and future-ready thinking, this episode is a must-listen for tourism professionals, marketers, students, and business owners seeking to embrace innovation, enhance sustainability, and confidently navigate the evolving future of tourism marketing.
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Show hosted by Despina Karatzias and brought to you by Tourism Hub in association with Institute Of Excellence.
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