World Tourism Day 2026: Two Experts’ Perspectives on AI in Tourism

World Tourism Day, celebrated on 27 September, focuses this year on the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism”. It invites discussion on how new technologies are changing tourism and how they can support better, more responsible tourism development.

At the Faculty of Tourism, University of Maribor, we are reflecting on the role of artificial intelligence and the importance of human knowledge, decision-making and relationships as AI becomes increasingly integrated into tourism. Two distinguished visiting academics, Professor Marianna Sigala and Professor Nancy McGehee, shared their perspectives on this year’s theme with us.

Professor Marianna Sigala of the University of Newcastle, Australia, specialises in digital technologies and their applications and impacts in tourism and hospitality. We welcomed her as a keynote speaker at TEDU26 – Wine and Heritage: Tourism Between Tradition and Innovation, an international academic and professional conference held in Brežice from 23 to 25 September 2026.

In her message, she emphasises that AI is already part of tourism and that its impact depends on how we use it. It can help us complete tasks more quickly, but people must decide what they want to achieve with it and why. Shaping the future of tourism therefore requires people to take an active role in guiding the use of technology.

Professor Nancy McGehee of Virginia Tech, United States, who is currently visiting our faculty, is a professor of hospitality and tourism management. Her research and teaching focus on tourism development that puts local communities at its heart.

While acknowledging the importance of AI and digitalisation, she highlights what makes tourism special: human warmth, hospitality and connections between people. She stresses the need to preserve these qualities as we explore and embrace new technological opportunities.

Their messages invite us to consider how we can make the most of AI while preserving what remains at the heart of tourism: people and their relationships.

We invite you to watch both video messages below.