Cultural heritage tourism experts express concerns about AI


Heritage tourism experts grappled with complex issues of presenting culture and heritage to tourists at an international gathering held last week in Valencia, Spain.

Dozens of delegates from 30 countries debated the latest issues, trends and opportunities affecting the sector, which accounts for 40% of all tourism activity, according to UNWTO data.

The role of technology, not least artificial intelligence, was centre stage at the summit, where presenters shared the latest cultural and heritage tourism insights from Iceland, Belize, Finland, Spain, Morocco, Ras Al Khaimah in the UAE, and other destinations.

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