We are entering one of the most significant technological shifts in tourism in decades. Artificial intelligence is reshaping how travellers discover, plan, book and experience Nordic destinations. From personalised itinerary creation and dynamic pricing tools to predictive sustainability modelling and automated customer service, AI is becoming an essential part of the tourism ecosystem. But with rapid change comes new questions:

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• What tools are relevant for my organisation?

• How do we adopt AI responsibly and sustainably?

• How do we protect our data, people and brand?

• Where should we start — and what should we avoid?
   

TechMatters aims to support the Nordic tourism community through this transition by:

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• Simplifying AI concepts so teams understand what’s truly useful

• Highlighting practical AI tools relevant to Nordic tourism operators and destinations

• Running workshops and training tailored for NTOs, DMOs and tourism businesses

• Facilitating conversations between tech providers and tourism professionals

• Sharing real Nordic case studies of successful AI adoption

• Promoting responsible, ethical and sustainable use of AI across the sector
   

AI will not replace people — but people who use AI will reshape tourism.  TechMatters is here to ensure the Nordic tourism community leads this transformation with confidence.

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