This session will delve into growing generational divides and set the scene for the emergence of Gen Alpha. We will provide valuable insights for tourism marketers on how to effectively engage with this generation and adapt their strategies accordingly. We'll examine the key trends shaping their decision-making, from a desire for hyper-connectivity to the growing emphasis on mental health and wellbeing.

Are AI influencers the next big thing in tourism marketing? We will explore the potential value of AI-powered travel personalities, examining how they can be used to generate engaging content and even act as virtual travel companions. However, this emerging phenomenon is not without challenges:

• Can AI truly capture the essence of authentic travel experiences?
• How can we ensure that AI-generated content avoids perpetuating harmful stereotypes or promoting unrealistic travel expectations?
• What are the ethical implications of using AI to create seemingly "real" personas and potentially deceive audiences?

2025 has already seen the social media landscape being reshaped. This session will review the current state of social platforms, examining the growing concerns surrounding their influence and how to ethically maintain a strong presence on these channels.

• With Meta's decision to remove fact-checkers and the rise of social media bans, what is the brand risk associated with these channels?
• Will new channels and platforms, such as Threads, Bluesky and RedNote, disrupt the dominance of existing social media giants?
• How will the rise of AI-powered search impact information dissemination and social interaction?

This co-design workshop will explore the strategies needed to effectively engage with today's dynamic audiences and prepare for the future by creating a strong relationship with Gen Alpha. We will brainstorm innovative marketing strategies for enabling omni-generational marketing, tapping into wider societal trends, encouraging social sharing and balancing AI applications with authentic storytelling.

This session will delve into the transformative potential of generative AI across all aspects of tourism marketing and management. We will explore how AI can be leveraged to enhance text-based content creation, generate compelling visual imagery and videos and optimise voice-based interactions with travellers. Examining practical applications of AI, we will discuss how to remain relevant and unique in the creation of value for visitors and employees.

We're moving from experimentation to widespread implementation of AI across every internal and external touchpoint. This session will explore the frontier of agentic AI platforms in tourism and why it is becoming more central to the overall visitor experience. We'll delve into how this cutting-edge technology will create seamless user experiences.

• What are the opportunities for AI to become a collaborator in tourism planning and decision-making?
• How can we effectively integrate agentic AI with existing infrastructure and platforms?
• Do we truly understand the evolving desires and expectations of travellers regarding AI usage in tourism?

How can we navigate the complexity of AI as an industry, mitigating the associated risks to ensure a responsible future for tourism? This session will explore the exciting yet intricate interplay of risk and reward by critically examining the potential risks and challenges associated with AI adoption:

• How can tourism businesses maintain control over their brand identity and the visitor experience while leveraging the power of AI?
• Who owns the data generated by AI systems and how can we ensure data privacy and security?
• What can we do to ensure that AI-powered experiences retain a sense of authenticity and human connection?

This interactive workshop will guide participants through the process of developing a robust AI strategy. We'll investigate key considerations for successful implementation, from identifying opportunities for value creation and intuitive design of user interfaces through AI to identifying opportunities for integration establishing ethical frameworks and building trust.

This session will explore the critical role of digital service design in today's interconnected world. We will explore how understanding the visitor journey across multiple digital touchpoints, from initial inspiration to booking and loyalty, is crucial for maximising conversions. We will also discuss opportunities for wider cross-sectoral collaboration in developing innovative digital services that serve a clear purpose.

Digital accessibility is not just about compliance, but ensuring everyone, including people with disabilities, can perceive, understand, navigate and interact with digital platforms. This panel discussion will examine how to move past minimum compliance with the Web Content Accessibility Guidelines and enable a truly inclusive user experience.

• Are plugins sufficient for achieving accessibility?
• How can we foster a culture of accessibility within tourism organisations, empowering employees at all levels to champion inclusive practices?
• How can we leverage emerging technologies like AI and machine learning to enhance accessibility

This session will delve into the critical elements of effective interface design, exploring the interplay of user needs, technological capabilities and aesthetic appeal. We will explore practical strategies for designing and developing intuitive and engaging interfaces across diverse platforms, from websites and mobile applications to voice assistants and augmented reality experiences, translating user needs into actionable services.

• How can we design interfaces that effectively facilitate different types of user interactions?
• What are the most effective methods for building UX skills in the tourism sector?
• How can we bridge the gap between marketing, product development and user experience design to ensure that interfaces effectively communicate brand values, meet user needs and drive business success?

This interactive workshop will identify key opportunities for innovation in tourism during 2025 and beyond. Through a collaborative process, participants will explore how to create seamless and engaging digital experiences that tap into emerging trends, such as sports tourism, celestial experiences and reconnecting with nature, and meet the evolving needs and expectations of travellers.