In tourism, AI is a lever for productivity

An opportunity for François de Canson, vice-président de la Région, to reward the most deserving professionals in the Provence-Alpes-Côte d'Azur region. This unique event in France focuses on content marketing in tourism, a field undergoing a major transformation thanks to artificial intelligence (AI). AI, now generative, has become a daily reality, redefining the professions and narratives of the sector.

Dans le tourisme, l’IA un levier de productivité

KEY ROLE OF AI IN TOURISM AI plays a significant role as a productivity lever. It facilitates content creation, whether writing web pages, designing print materials, managing social networks, or even generating and editing images. It is also a powerful analytical tool, capable of cross-referencing data from multiple sources to produce automated and actionable reports.

AI also makes it possible to better understand visitor flows and behaviors. By 2025, it should be able to interact with a customer, understand their expectations, and answer their questions in real time, particularly regarding soft mobility, while guiding them all the way to their booking.

“AI will not replace humans, but it will redefine the boundaries of our professions,” confirmed François de Canson, vice-président de la Région Sud, while emphasizing that AI can amplify our voice, but it must not write it for us.

“AI is not an end. It is an instrument. And the human must remain the musician,” added the president of the Comité Régional de Tourisme and president délégué of ADN Tourisme.

E-REPUTATION TROPHY Today, customer reviews are a key issue for an establishment's image. The Comité Régional de Tourisme Provence-Alpes-Côte d'Azur has created a partnership with the FairGuest tool, which compiles customer reviews available on platforms and determines an average rating. The establishments with the highest ratings were rewarded with an e-reputation trophy.

“A big congratulations to all the teams for their excellence in terms of hospitality quality and customer satisfaction,” concluded François de Canson.

The 2024 winners: • Best hotel: Pan Dei Palais of the Airelles group in Saint-Tropez with a score of 9.8 and NPS of 93. • Best campsite: Camping La Palatrière (Le Sauze-du-Lac) with a score of 9.8 and NPS of 92. • Best tourist office: Bureau de Beaulieu-sur-Mer of the OT Métropolitain de Nice Côte d'Azur with a score of 9.9 and NPS of 96.