World Tourism Forum 2025 Kicks Off in Prague

The World Tourism Forum 2025 began today at the Prague Congress Centre. This two-day event is organized by the Ministry of Regional Development in collaboration with the World Tourism Organization (UN Tourism), part of the United Nations, and the Czech Tourism Centre – CzechTourism.

This year’s Forum centers on innovation, the growth of startups, and the integration of artificial intelligence and new technologies in tourism. It’s tailored for international representatives from public administration, government bodies, and national tourism centers, along with experts from academia, entrepreneurs, and managers from UN Tourism member countries. The event encourages participants to share regional experiences and discuss current trends and challenges in tourism.

“Tourism has tremendous potential for growth, generating significant revenue for the national budget and employment opportunities—now and in the future. However, it’s also a delicate sector, vulnerable to fluctuations, as demonstrated by the recent Covid-19 pandemic, which caused extensive damage. Therefore, it’s crucial to explore how to integrate new technologies into tourism and promote them systematically. As I often say, in tourism, it’s not public money spent, but money invested. Typically, it pays off many times,” warns Minister for Regional Development Petr Kulhánek.

The lineup of speakers is diverse, featuring notable figures like Bulgarian Minister of Tourism Miroslav Borshosh, UAE Minister of Finance Abdulla bin Touq Al Marri, French Minister Delegate for Tourism Nathalie Delattre, Director of Quality and Sustainable Tourism Development at Colombia’s Ministry of Commerce, Industry, and Tourism, John Alexander Ramos Calderón, and Global Public Sector Advisor and Head of Tourism at Microsoft Alejandro Mullor Sarsa. UN Tourism Secretary-General Zurab Pololikashvili is also in attendance.

The first day comprises three panel discussions, focusing sequentially on future technology trends in travel and tourism, ethics and legal aspects of artificial intelligence in the industry, as well as social responsibility, education, and talent acquisition in tourism. Several local startups will also showcase their innovations, with awards for the most promising ideas given at the day’s end.

“By adopting intelligent solutions, we can make tourism more sustainable, accessible, and future-ready. Technology will enhance experiences, create more jobs, and ensure that tourism benefits all. That’s why UN Tourism seeks and supports leading innovators and ideas for industry transformation,” shares UN Tourism Secretary-General Zurab Pololikashvili.

The use of technology and AI in tourism, along with their advantages and risks, was a highlight in the panel discussion led by Czech Deputy Minister of Regional Development Jan Fluxa. He mentioned that AI is revolutionizing tourism, fostering innovation, enhancing efficiency, and altering communication methods for travel agencies and tourists alike.

“Artificial Intelligence enables businesses to analyze vast customer data, tailoring services to specific needs. It predicts demand, optimizes pricing, and automates customer support via chatbots, virtual assistants, and automated check-ins. This streamlining of processes yields more convenient, faster, and cost-effective services. Modern technology and AI can also improve government operations, manage tourism better, and reduce bureaucracy, such as more efficient accommodation fee collection and addressing overtourism issues,” stated Deputy Minister Fluxa. He stressed the importance of ensuring privacy, data protection, and transparency in data usage: “We must communicate clearly and understandably how AI functions, the data it collects, and its purposes. Building trust in AI within the travel industry is a gradual process.”

The Czech Tourist Authority – CzechTourism is also leveraging data and modern technologies in its operations.

“Data is essential for shaping tourism strategies. It helps us monitor trends, identify fluctuations in tourist demand promptly, and respond flexibly. This enables more effective regional tourism management, balancing it over time and space, thus preventing congestion in certain locations. Ultimately, this positively impacts visitor experiences, the environment, and the sustainability of tourism,” explained František Reismüller, Director of the Czech Tourist Authority – CzechTourism.

The second day promises to be more interactive, featuring two workshops in the morning. The first workshop will focus on effectively using Big Data in destination management, marketing, and customer service, while the second will discuss the environmental impact of tourism. In the afternoon, study trips will be organized to various sites, including Kladrub nad Labem, Pilsen (home to the Pilsner Urquell brewery), and Kutná Hora.

The World Tourism Forum 2025 aims not only to inspire and facilitate experience-sharing but also to provide concrete tools for balanced and sustainable tourism development.

For media inquiries, please contact:
Mgr. Mgr. Karolína Nová
Spokesperson of the Ministry of Regional Development
Tel.: +420 705 789 409
E-mail: [email protected]