FEMISE is proud to launch its latest series of policy briefs, stemming from insightful conference papers presented at the FEMISE annual conference. These briefs are rooted in scientific research and offer actionable political recommendations to address critical challenges in the Euro-Mediterranean region.

The objective if this new series of Policy Briefs is to provide policy makers, international organisers, researchers and stakeholders in the EU-Med region with research-based policy recommendations that: advocate a better EU-Med integration;  promote mobilization of investments towards green transition and sustainable economies; empower young people through innovation and entrepreneurship advocacy; and facilitate a better and more equal integration of youth and women, aiming to create pathways for decent employment.

These Policy Briefs aspire to drive impactful dialogue and action across the EU-Med region.

Context

Tourism is a major driver of economic growth, employment, and local development across the Mediterranean region. Yet growing tourism flows increasingly place pressure on urban infrastructure, natural resources, cultural heritage, and residents’ quality of life. Mediterranean cities face the challenge of balancing the economic benefits of tourism with environmental sustainability, social inclusion, and urban liveability.

As cities seek innovative solutions to manage these complex challenges, Artificial Intelligence (AI) is emerging as a powerful tool for supporting sustainable tourism governance. AI technologies can help authorities anticipate visitor flows, optimize urban services, improve resource efficiency, support heritage preservation, and enhance visitor experiences. However, the successful deployment of AI depends not only on technological capabilities but also on governance frameworks, institutional capacities, data interoperability, and stakeholder collaboration.

Drawing on evidence from 46 interviews conducted across Mediterranean cities, this policy brief examines how AI can contribute to more sustainable, inclusive, and resilient tourism management while advancing the Sustainable Development Goals (SDGs). It explores practical experiences from the French Riviera, Barcelona Metropolitan Area, and several Southern Mediterranean cities, highlighting both opportunities and implementation challenges.

Summary

This policy brief investigates how Artificial Intelligence can support sustainable urban tourism governance in Mediterranean cities. Based on empirical evidence from local authorities, tourism operators, technology providers, and researchers across multiple city contexts, the analysis identifies five key ways in which AI can strengthen tourism sustainability.

First, AI-powered forecasting tools and operational dashboards enable cities to anticipate visitor flows, manage congestion, and improve service delivery through predictive governance. Second, AI-driven personalization tools help disperse tourist flows away from overcrowded areas, enhancing visitor satisfaction while reducing pressure on vulnerable sites. Third, digital platforms supported by AI can strengthen the participation of small and medium-sized enterprises (SMEs) and local communities, improving local value creation and inclusiveness. Fourth, real-time monitoring systems support environmental protection and cultural heritage preservation by providing timely data that can trigger targeted interventions. Finally, the study highlights that long-term success depends on sustained capacity building, institutional coordination, and collaboration between municipalities, tourism stakeholders, technology providers, and research institutions.

The findings demonstrate that AI can significantly improve tourism governance when embedded within broader institutional and operational frameworks. Rather than being viewed solely as a technological solution, AI should be integrated into municipal decision-making processes, supported by interoperable data systems, responsible governance arrangements, and continuous skills development.

To maximize the benefits of AI for sustainable tourism, the brief recommends establishing shared data infrastructures across city services, linking predictive analytics to operational decision-making, using visitor applications to actively manage tourism flows, connecting monitoring systems to maintenance and preservation strategies, strengthening digital inclusion and SME participation, and investing in long-term partnerships for capacity building and knowledge exchange.

By adopting responsible and inclusive AI strategies, Mediterranean cities can better manage tourism pressures while enhancing environmental sustainability, economic opportunities, social equity, and institutional trust.

Read the full Policy Brief no.18 here.

The opinions and contents of this document are the sole responsibility of the authors and can under no circumstances be regarded as reflecting the position of FEMISE, IEMED, ERF or the AECID