Artificial intelligence can make a significant contribution to promoting sustainability in tourism by providing intelligent solutions for resource conservation, visitor management, and education. However, AI is not just a technical tool – it can also serve as an assistant and strategic partner. For these technologies to be used effectively and responsibly, a positive error culture is crucial. It creates an environment where innovation is encouraged, and mistakes are seen not as failures but as opportunities to improve processes and develop sustainable solutions. In this way, AI becomes a driving force for a future-proof tourism industry, strengthening businesses and easing the burden on people. Aspects such as transparency and communication, resilience and adaptability, as well as ethics and responsibility, play a key role – because only when AI is used responsibly and with clear benefits for people does it unfold its full potential as a true partner in tourism.
Manuela Machner
Founder, KiNET.aiManuela Machner combines extensive experience in tourism with a strong IT background. After starting her career in IT, she transitioned into destination development and served as the managing director of a tourism region. Today, she is a sought-after expert on artificial intelligence in tourism, demonstrating how businesses can strategically leverage AI. With hands-on insights, she makes emerging technologies accessible and practical—always with a focus on innovation, sustainability, and the responsible use of AI in the industry.
Manuela MachnerFounder, KiNET.ai