57% of tourism companies need AI training to adapt to the new digital environment

Wheresight reveals that 57% of tourism companies identify practical training in artificial intelligence (AI) as their main need, in a context where the way travelers discover destinations is changing rapidly.

The study, titled “From Fear to Opportunity: How a DMO Can Move the Mindset of Their Business Community from AI Confusion to AI Maturity,” is based on exclusive interviews and industry research in the United States, and highlights a growing gap in AI readiness among destination marketing organizations (DMOs).

For over a decade, the success of tourist destinations relied on driving traffic to their websites through search engines and social media. However, this model is being displaced by AI-powered tools that offer users direct answers through summaries, itineraries, and recommendations, without requiring them to visit official websites.

Platforms like ChatGPT, Google AI Overviews, Gemini, and Perplexity are transforming the search experience, resulting in a drop in web traffic, more fragmented booking paths, and a reduced ability for destinations to control their narrative.

The report also highlights that while 51% of tourism companies are exploring AI tools, 41% are not yet using them and have no plans to do so. This delay could pose significant risks in the next 12 to 24 months, such as loss of visibility, increased reliance on third-party content, potential reputational damage from inaccurate information, and reduced competitiveness.

Among the main obstacles identified are the overload of available tools, budget constraints, the risks associated with acquiring new technology, and a lack of skills within teams. Added to this is a widespread fear of obsolescence, rather than direct job loss.

Faced with this scenario, Wheresight proposes a practical four-stage model to advance towards maturity in AI: awareness (basic training), experimentation (low-risk testing), adoption (integration into marketing and management systems) and maturity (strategic use throughout the destination ecosystem).

“The key is not to chase every new tool, but to build capabilities, generate common understanding, and move forward with practical steps aligned with business objectives,” said Caroline Dunlea, CEO of Wheresight. According to the executive, the report aims to help destinations overcome fears, identify gaps, and move forward with a clear roadmap toward AI adoption.

Source:
Wheresight – “From Fear to Opportunity: How a DMO Can Move the Mindset of Their Business Community from AI Confusion to AI Maturity” (March 19, 2026)