You have been one of the pioneers of “smart tourism.” How has your definition of “smartness” evolved over the years, particularly with the rise of artificial intelligence, and what human elements must remain central in the digital transformation of destinations?

Thank you for this thoughtful question. When I first began working on smart tourism, the focus was primarily on using technology to enhance efficiency, connectivity, and data-driven decision-making in destinations. Over time, however, my understanding of smartness has evolved far beyond technology. I see it as a holistic ecosystem that integrates digital innovation with human creativity, collaboration, and inclusivity to create meaningful value for a network of all stakeholders. Smartness is about networks of agility. With the rise of artificial intelligence, we are entering a new phase where machines can augment — but never replace — human wisdom, empathy, and ethics. Smartness now means more than being connected or automated; it is about being intelligent, adaptive, and responsible. The real challenge is to ensure that AI supports human judgment, empowers communities, and enhances the well-being of residents and visitors alike. Ultimately, technology must remain a tool — not the purpose — and people, culture, and sustainability must remain at the heart of every digital transformation in tourism.

The upcoming Mediterranean Tourism Knowledge Exchange & Policy Conference in Malta will explore collaboration and innovation. What outcomes do you expect from this gathering, and how can Mediterranean countries turn knowledge exchange into practical, scalable policy actions?

The Mediterranean Tourism Knowledge Exchange & Policy Conference in Malta is designed to move beyond discussion and generate tangible impact. My hope is that this gathering will create a shared intelligence network — a platform where researchers, policymakers, and industry leaders can co-create practical strategies tailored to the Mediterranean’s unique challenges and opportunities. The Mediterranean is a mosaic of cultures, economies, and ecosystems, all interconnected through tourism. To truly benefit from this diversity, countries must collaborate in a spirit of openness and collective responsibility. I expect the conference to identify scalable models of regenerative and smart tourism that promote resilience, inclusivity, and environmental stewardship. Turning knowledge into action requires strong governance, evidence-based policymaking, and capacity building. The key lies in translating academic research into clear, implementable frameworks that destinations can adopt. If we succeed, Malta 2025 will not just be a conference — it will be the beginning of a Mediterranean movement for smarter, more sustainable tourism development.

You will participate in diverse global forums—from Oman’s Duqm Economic Forum to ITB Berlin and WTM London. How do these events contribute collectively to shaping a unified global narrative around responsible and data-driven tourism transformation?

These global forums — from Oman’s Duqm Economic Forum to ITB Berlin and WTM London — are critical platforms for advancing a smart tourism agenda that integrates innovation, data, and human insight. Each event contributes distinct regional perspectives, but together they form a cohesive global movement toward a smarter, more connected, and more responsible tourism ecosystem. In Oman, the focus on strategic infrastructure and smart destination planning reflects how emerging economies can use technology to leapfrog traditional development barriers. At ITB Berlin and WTM London, the discussions expand to include artificial intelligence, big data, and digital platforms that enhance destination intelligence, visitor experience, and sustainable growth. By linking these dialogues, we create a global network of knowledge exchange and collaboration. Collectively, these events help align diverse stakeholders around a shared vision — one where smartness means more than technology adoption. It means using data ethically, integrating systems intelligently, and empowering destinations to make informed, evidence-based decisions that drive regeneration, inclusivity, and resilience across the global tourism landscape.

As Chair of numerous academic and industry networks, how do you foster genuine collaboration between universities, businesses, and governments, ensuring research outputs are not only published but also implemented for measurable impact in tourism policy and practice?

Fostering genuine collaboration across academia, industry, and government has always been at the heart of my work. True impact in tourism emerges when research moves beyond publication — when it informs decisions, shapes policy, and transforms practice. To achieve this, I focus on building ecosystems of trust and mutual benefit, where each stakeholder recognises their role and contribution to a shared vision. In my networks, we prioritise co-creation from the very beginning: involving policymakers and practitioners in defining research questions ensures that outputs are both relevant and actionable. We also translate academic findings into accessible frameworks, toolkits, and training programmes that enable real-world application. Equally important is fostering long-term partnerships rather than one-off collaborations. By maintaining open communication channels and integrating continuous feedback loops, we ensure that knowledge is dynamic, responsive, and measurable. Ultimately, the goal is not only to generate knowledge but to mobilise it — embedding smart, evidence-based, and regenerative thinking into the DNA of tourism policy and practice worldwide.

Artificial intelligence is reshaping service, marketing, and management. How can tourism leaders maintain ethical standards, transparency, and inclusivity while adopting AI-driven systems that may disrupt traditional employment and decision-making structures within the sector?

Our research demonstrates that Artificial Intelligence is undeniably transforming every aspect of tourism — from personalised marketing and predictive analytics to automated service delivery and strategic management. Yet, with such transformation comes profound responsibility. Tourism leaders must ensure that AI adoption enhances human potential rather than replaces it, and that technology is guided by ethical, transparent, and inclusive principles. The first step is to embed ethics-by-design into AI systems — ensuring algorithms are explainable, accountable, and free from bias. Transparent data governance and stakeholder involvement are vital so that decisions made through AI remain fair and understandable to employees, customers, and communities alike. Equally important is investing in digital upskilling and human-AI collaboration. Rather than displacing jobs, AI should augment human capabilities, enabling tourism professionals to focus on creativity, empathy, and high-value service. Finally, inclusivity must remain central: destinations and organisations must ensure equitable access to AI benefits across all regions and workforce levels. Responsible AI is not simply about technological advancement — it is about building a smarter, fairer, and more human tourism ecosystem.

Through initiatives like ENTER 26 eTourism Conference, digital transformation remains a focal point. What trends in eTourism research do you foresee dominating the next five years, and how can they best serve destination competitiveness and visitor well-being?

Over the next five years, our eTourism research will increasingly be shaped by the convergence of artificial intelligence, robotics, immersive technologies, and human-centric innovation. The focus will move beyond digitisation toward creating adaptive, intelligent, and empathetic tourism ecosystems that enhance both destination competitiveness and visitor well-being. A key trend will be the integration of generative AI, robotic process automation, and predictive analytics to personalise and optimise tourism services in real time. Robots — from concierge assistants and service delivery bots to autonomous vehicles — will take on repetitive tasks, allowing human staff to focus on creativity, empathy, and experience design. Our studies explore how anthropomorphism-based design in artificial intelligence robots influences customer perceptions, emotional engagement, and service experiences in hospitality and tourism settings, offering insights into how human-like AI can enhance interaction quality and satisfaction. These systems, powered by big data and smart sensors, will also provide destinations with dynamic insights into visitor flows, resource use, and environmental impact, fostering sustainability and efficiency. In parallel, our research demonstrates that the metaverse and mixed-reality technologies will expand virtual engagement, accessibility, and pre-travel immersion. Yet, amid these advances, eTourism research must prioritise ethics, transparency, and inclusivity, ensuring that robotics and AI augment, rather than replace, human value. By combining technological intelligence with emotional intelligence, destinations can build smart, regenerative ecosystems that balance innovation, competitiveness, and human well-being.

You have consistently advocated tourism as a force for peace, understanding, and prosperity. How can global collaboration in knowledge platforms and conferences help restore trust and human connection in a fragmented world?

Tourism, at its core, is about human connection—sharing stories, cultures, and experiences that transcend borders. In today’s fragmented and polarised world, global collaboration through knowledge platforms and international conferences plays a vital role in rebuilding that trust. These spaces bring together academics, policymakers, and industry leaders to exchange evidence-based insights, foster intercultural dialogue, and co-create solutions for shared global challenges. By connecting diverse perspectives, such collaborations transform competition into collective intelligence—enabling destinations and organisations to learn from each other’s innovations and avoid repeating mistakes. More importantly, they nurture empathy and mutual respect by reminding us that tourism is not just an economic activity but a social catalyst for peace and prosperity. As we enter an era of AI-driven transformation, such gatherings will be essential to ensuring that technological progress remains human-centred, inclusive, and guided by values of sustainability, ethics, and global solidarity.

Finally, looking toward 2026 and beyond, what is your personal vision for the next decade of global tourism research and practice? What legacy would you most like to leave as a thought leader shaping the digital and sustainable future of tourism?

Tourism, at its essence, is about bringing people together — fostering mutual understanding, peace, and prosperity through shared human experiences. In a world increasingly divided by political, social, and cultural tensions, our responsibility is to create academic and industry global collaboration platforms and engage all stakeholders in a dynamic dialogue as a powerful means to rebuild trust and empathy. By engaging in constructive dialogue, sharing data-driven insights, we will be able to empower the global value cocreation agenda to improve the life and experience of all stakeholders and co-develop realistic solutions that serve collective interests, rather than individual agendas. These collaborations should act as bridges of understanding, transforming knowledge exchange into meaningful partnerships that strengthen both global and local resilience. The research I am directing with my team, and also my global collaborations, which is eventually published in journal articles and books, promotes inclusive innovation, ensuring that emerging technologies and AI-driven transformations align with ethical, sustainable, and humanistic principles. In my Editor role, the research we publish in the Tourism Review and the Encyclopedia of Tourism Management and Marketing brings the best research knowledge to shape policy and practice, not only in tourism but across multiple industries, ecosystems and policy spheres. Ultimately, by reinforcing dialogue, transparency, and shared purpose, tourism collaboration can help heal divides and restore faith in a more connected, compassionate, and cooperative world, as well as support communities around the world to improve their realities and contribute to their sustainable and agile future.

On behalf of the Tourism and Society Think Tank team, and especially on behalf of the President of the TSTT, Mr. Antonio Santos del Valle, we would like to express our most sincere gratitude for dedicating your time, sharing your knowledge, and granting us such an enriching interview. Your vision on digital transformation, tourism regeneration, and collaboration among academia, industry, and public policy brings invaluable insight to our community — and to the sector as a whole. We deeply appreciate your generosity in offering us such a profound and thought-provoking space for reflection. 

We hope this conversation will inspire many professionals and destinations to move toward a smarter, more inclusive, and sustainable tourism model. We reiterate our recognition and look forward to continuing to collaborate together on future initiatives.