What These Guidelines Deliver

These 13-page guidelines provide DMOs with a structured framework for implementing AI responsibly and effectively. Rather than theoretical concepts, you'll find practical steps, clear principles, and actionable guidance that addresses the real challenges DMOs face when adopting AI technologies.

Guidelines: What to Expect

1. Why AI Matters - Understanding AI as a force multiplier that enables small teams to achieve outputs comparable to much larger organisations, shifting competitive advantage from resource volume to strategic AI adoption.
2. Foundational Principles - Seven core principles covering public trust, equitable treatment, human oversight, and data protection. Each principle includes specific implementation requirements and practical examples.
3. Operational Implementation - Step-by-step guidance for mapping existing AI use, establishing human oversight protocols, vetting vendors, training staff, and monitoring performance.
4. Financial Considerations - Strategic investment approaches, ROI planning, and realistic budgeting for both direct AI costs and ongoing governance requirements.
5. Practical Applications - Real-world examples of where AI adds genuine value, from personalised visitor experiences to internal process automation and creative content support.
6. Risk Management - Addressing AI hallucinations, data privacy vulnerabilities, bias mitigation, and regulatory compliance across different markets.

Who Should Use These Guidelines

These guidelines are designed for DMO leadership teams, marketing directors, and operations managers who need to make informed decisions about AI adoption. Whether you're just beginning to explore AI or looking to formalise existing practices, the framework provides clear guidance for responsible implementation.

Key Features

1. 5 Key Actions per Section - Each major section concludes with five concrete actions you can implement immediately, making the guidelines highly actionable rather than purely informational.
2. Practical Focus - Emphasis on real-world implementation challenges, from staff training and vendor evaluation to budget planning and performance monitoring.
3. Risk-Aware Approach - Balanced coverage of both opportunities and risks, ensuring you can innovate whilst protecting your organisation's reputation and maintaining stakeholder trust.
4. Regulatory Guidance - Clear direction on data protection, privacy regulations, and emerging AI-specific legislation affecting tourism marketing.

Implementation Approach

The guidelines recommend starting with an AI inventory across your organisation, establishing clear governance structures, and beginning with pilot projects in areas where your data is well-organised. The framework emphasises human oversight, transparency with stakeholders and continuous learning as AI technology and regulations evolve.

Each section builds upon the previous, creating a comprehensive roadmap from initial assessment through to mature AI integration that preserves the authentic, human elements that make destinations special.

• Why AI Matters
• Foundational Principles for Responsible AI
• Operational Implementation
• Financial Considerations
• Practical Applications
• Risk Management
• Put AI to Work