Following success in Ulster University’s Internal ISPF Funding Networking Call, the MarTech Laboratory, in collaboration with the International Federation for IT in Travel and Tourism (IFITT), is focusing experimentation efforts on Artificial Intelligence (AI) in a new networking project aimed at improving the landscape of international tourism and events. This unique initiative focuses on empowering the next generation of leaders in the field (focusing first in Africa) by strategically harnessing transformative marketing technologies, in this instance, AI. The project aims to instil sustainable tourism practices globally, aligning with the UN Sustainable Development Goals (SDGs).
Principal Investigator Dr John Bustard shared his excitement for the project and explained “Working with IFITT on innovative projects such as this has been a positive and interesting line of enquiry and has provided a rich seam of opportunity in the past. We are hopeful as an interdisciplinary team to be able to shed new light on how we can leverage transformative technology such as AI toward developing next gen leadership of start ups and social enterprises, particularly in some of the least developed countries.”
Juho Pesonen, President of IFITT added “developing countries, especially, can benefit greatly from the opportunities technologies create. The implementation of AI and digital marketing tools can significantly reduce the knowledge and skill gaps that often hinder progress in these regions. The future of global tourism hinges on the inclusive growth fostered by such technological advancements.”
KEY FEATURES: Three network development activities from January to March 2024:
• Student Led Thinkathon – Inspiring the next 30 years of tourism: An event at the 30th ENTER Conference in Izmir, Turkey, where a diverse group of participants (including PhD students, scientists, scholars, service providers, and destination organisations) will form teams and brainstorm ideas for how the IFITT network can use its platform in the next 30 years in the field of international tourism and events, using transformative marketing technologies, such as AI. The teams will provide ideas detailing ‘what’, ‘why’ and ‘how’ for specific user groups, based on the innovative model delivered previously by the MarTech Laboratory (more detail of that experience here).
•Workshops: A series of workshops, where the participants will learn and apply various skills and knowledge related to AI as a transformative marketing technology, and how to use it strategically to develop sustainable marketing practice to gain a competitive edge in the field of international tourism and events. The workshops will also cover topics such as value propositions, competitor analysis and building strategic insight as well as exploring tactical use of AI.
•Collaborative projects: The research team will support participants who will work on their own start ups/social enterprises/projects, based on the ideas they generated during the Workshops, or on new ideas they develop along the way. The participants will receive ongoing support and mentorship from the specialist team of researchers by leveraging enabling and transformative technologies, as well as through collaboration and exchange + feedback from their peers. The participants will also have the opportunity to engage with IFITT on their newly launched website and community hub which boasts some excellent research, networking opportunities and online events.
IMPACT AND OUTCOMES:
This project promises to leave an indelible mark on the field of international tourism and events through our partners at IFITT, steering participants toward fostering practices that support a resilient planet and in the process, shaping tomorrow’s talent for a sustainable future.
Our commitment through this pilot to empower participants in a distinctive manner, focusing initially on least developed countries (LDCs) in Africa, it goes beyond conventional approaches. Through strategic workshops and collaborating with individual tourism projects, we aim to provide a unique platform for skill development and knowledge exchange, enabling participants to harness transformative marketing technologies for sustainable practices as a means to support LDCs. This process will provide insights into how we can best support such countries to actively participate in shaping the future of international tourism and events. Key to success will be fostering collaboration and knowledge sharing, so the project creates a lasting impact, empowering individuals to contribute positively to their community’s socio-economic development through innovative practices.
The initiative will contribute to the global efforts to achieve the UN Sustainable Development Goals (SDGs), especially those related to tourism, such as Goal 8 on decent work and economic growth, Goal 12 on responsible consumption and production, and Goal 14 on life below water.
For more information, contact Principal Investigator Dr John Bustard.