This is where Web 3.0 technologies, can play a crucial role in overcoming barriers and connecting local brands with a much wider partner ecosystem.

We'll explore how design thinking, academia-industry collaboration and the responsible use of AI are shaping the next generation of tourism professionals and supporting the small businesses that form the backbone of destination.

Tina acknowledged the potential of AI to enhance personalisation but said the human touch of curation and personal recommendations will remain vital.

In the third episode of Leading Tourism's Transition experience economy series, Nick Hall and our series co-host, Craig Everett, Co-Founder and CEO of Holibob, delve into the experience ecosystem with Natasha Martin from NEOM Nature Reserve, James Lemon from Stripe and Panos Kokkalis from Marketing Greece.