Summary :

Overview

This working paper is part of the FEMISE Working Paper Series stemming from the 2024 FEMISE Annual Conference, bringing forward research that addresses key policy challenges across the Euro-Mediterranean region.

It examines how Artificial Intelligence (AI) is being integrated into tourism governance to support sustainability and align with the Sustainable Development Goals (SDGs). Drawing on evidence from multiple Mediterranean cities, the paper provides practical insights for policymakers, city authorities, and tourism stakeholders seeking to manage growing tourism pressures while ensuring inclusive and sustainable urban development.

Abstract

This paper explores how Artificial Intelligence (AI) can support sustainable tourism governance in Mediterranean cities, in line with the Sustainable Development Goals (SDGs). Drawing on 46 interviews across EuroMed and SouthMed cities—including the French Riviera, Barcelona, Alexandria, and Casablanca—the study identifies five key contributions of AI.

AI enables better destination management through forecasting and real-time decision-making, enhances visitor experiences via personalised digital tools, and supports local economies by improving SME visibility and participation. It also contributes to environmental and cultural preservation through monitoring and optimisation systems, while highlighting the importance of capacity building and collaboration.

However, challenges related to data governance, digital inequality, and ethics remain. The findings show that AI can drive more inclusive and sustainable tourism—if supported by strong governance frameworks.