The theme for 2024 will be BALANCE: AI Confluence in Travel.

The rapid and widespread developments in Artificial Intelligence seem to accentuate the digital-human confrontation even further, especially in tourism.

People experience this innovation in a euphoria for the extraordinary opportunities that are opening up, mixed with fears for the questioning of the human element, both regarding work and the authenticity of experiences.

However, our sector has always been, and remains, firmly rooted in human relationships and contact.

We are, therefore, faced with a dilemma that is not such if we change our perspective. We can think in terms of the flow of an AI Confluence in Travel as the natural evolution and growing integration of artificial intelligence with human and creative capabilities.

We need to understand first and then balance emotions and actions, finding a necessary balance between Artificial Intelligence and Human Value.