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The United Nations World Tourism Organization (UNWTO) has launched its Global Artificial Intelligence Challenge in a bold stride toward revolutionising the tourism industry. This ambitious initiative seeks to harness cutting-edge digital technologies to redefine tourism, champion sustainability, and accelerate global economic growth.

With the tourism sector increasingly turning to technology for innovative solutions, this challenge provides a unique platform for visionaries to contribute to a more intelligent, efficient, and inclusive travel landscape.

A Call to Innovate for the Future of Tourism

UNWTO Secretary-General Zurab Pololikashvili emphasized the initiative’s transformative power, stating, “Innovation is a key driver of the future of tourism. This Challenge is a unique opportunity for creative minds to contribute to the sustainable and inclusive growth of the tourism sector. We are excited to see the innovative solutions emerging from this global initiative.”

The competition encourages start-ups and scale-ups to address critical areas such as digital transformation, intelligent destinations, deep technologies, scalable educational solutions and operational efficiencies. These focus areas aim to:

Enhance destination appeal through innovative branding and marketing.
Optimize resource management for sustainability.
Deliver intelligent, impactful tourism experiences to global audiences.

Natalia Bayona, UNWTO Executive Director, highlighted AI’s economic potential, remarking, “AI is projected to add $15.7 to $19.9 trillion to the global economy by 2030, with generative AI alone adding $2.6 to $4.4 trillion annually. This is transformative power—AI is the future of tourism. The future of tourism is here, and it is intelligent, efficient, and sustainable.”

Eligibility and Rewards

Open to individuals, teams, and companies worldwide, the challenge invites applicants to submit detailed proposals showcasing innovative solutions, their potential impact on tourism, and a clear implementation plan.

Submissions are evaluated based on creativity, feasibility, and scalability, with applications closing on March 31, 2025. Finalists will have the prestigious opportunity to present their concepts at the UN Tourism Demo Day: the UN Tourism Tech Adventures, scheduled for late 2025.

Winners will receive unparalleled support, including:

A two-month incubation program at the SPARK Innovation Hub by Les Roches.
Guidance from global tourism and digital innovation experts.
Opportunities to showcase projects at international tourism events.
Access to a vast network of professionals and potential investors.

Global Partners Driving Change

The challenge is powered by strategic partnerships with key industry players, including SPARK Innovation Hub, Unicoin (the cryptocurrency of Unicorn Hunters), and Amadeus Ventures. These collaborations underline the global commitment to advancing technological innovation in tourism.

A Legacy of Innovation

Since 2018, UNWTO has spearheaded 32 start-up challenges spanning 150+ countries, attracting over 20,000 participants and mapping nearly 400 top startups with combined funding exceeding $2 billion. These initiatives demonstrate tourism’s capacity to drive inclusive economic development and align with the United Nations Sustainable Development Goals (SDGs).

How to Participate

Aspiring innovators can find more details, access resources, and submit their applications through the official UNWTO Challenge website.

The Path to an Intelligent Future

As technology reshapes industries worldwide, UNWTO’s Global AI Challenge highlights tourism’s pivotal role in driving sustainable, inclusive progress. This groundbreaking initiative offers innovators a stage to transform travel experiences, ensuring tourism remains a catalyst for positive global change.

The future of tourism is not just about destinations; it’s about creating smarter, more meaningful journeys for all. Will you be part of this transformation?