The way global tourism approaches artificial intelligence today is beginning to take on clearer institutional and strategic characteristics, with the German Travel Association (DRV) publicly advocating for an organized, responsible, and at the same time ambitious integration of AI into the sector.
In its new position paper titled “Shaping progress – with clarity, responsibility and courage”, the DRV describes artificial intelligence as one of the most decisive levers for the future of both leisure and business travel, aiming to reduce employee workload, accelerate processes, and sustainably improve the customer experience.
At the core of the German market’s approach is the view that artificial intelligence is not meant to replace tourism professionals, but to complement the advantages of the service-centered model of the industry. As Oliver Rengelshausen, head of the DRV’s Digitalization Committee and CEO of Amadeus Germany, emphasizes: “AI can significantly enhance the capabilities of the sector, but it will not replace humans.”
As he notes, “The critical point is to use this technology responsibly, transparently, and courageously. Artificial Intelligence is an opportunity for greater quality, efficiency, and competitiveness. What is now needed is to actively shape this transformation.”
AI is already radically changing how the travel value chain operates, from automating internal processes and providing “smart” recommendations, to the use of autonomous AI agents that can plan and execute tasks without human intervention. At the same time, it is transforming how travelers seek information and make bookings, directly affecting distribution channels and the sales model in tourism.
For the DRV, this transition creates significant opportunities to reduce the burden on specialists, accelerate critical processes, and overall improve the customer experience. However, the association stresses that AI adoption cannot occur in a disorderly manner or without rules.
The 4 Pillars for Responsible AI Development in Tourism
In its position paper, the DRV identifies four key pillars as prerequisites for the responsible development of artificial intelligence in tourism:
Creation of a coherent data strategy,
Protection of intellectual property,
Existence of clear accountability frameworks and regulations,
Development of new skills for the sector’s workforce.
The German association calls on governments, technology providers, and tourism businesses to move together so that AI innovations are translated into commercially viable solutions with clear rules and benefits for all—both for customers and employees.
Special emphasis is also placed on integrating AI skills into the education system, ensuring that the tourism sector does not face a new digital divide.
Within this framework, the DRV aims to function as a central platform for knowledge exchange, best practices, and coordinated action, promoting common standards, pilot projects, and collaborations among all key market players.