DMOs and HR: Before Artificial Intelligence, What Human Intelligences?

New skills are needed for DMOs, beyond tourism, towards the management and marketing of green, creative, smart and participatory destinations.

While artificial intelligence is revolutionising the tourism industry, the governance of complex systems such as destinations, which often find management teams in DMOs, cannot do without human intelligence (and therefore skills).

Starting with a survey conducted by Unioncamere Veneto of the different forms of DMOs and the skills needed to make them work, we will examine examples of national and international DMOs that are focusing on new types of key skills for the future of destinations. We will understand what types of professionalism DMOs need to train in order to adapt and thrive in an increasingly complex and multitasking world.