GEM Conference | Keeping tourism competitive
As a key feature of the GEM 2025 programme, the conference on Monday, 3rd November will equip members with practical insights into the most pressing issues shaping the future of inbound European tourism.
09:00-09:30
REGISTRATION & WELCOME REFRESHMENTS
09:30-10:15
Keynote – Navigating Hype Versus Hope | Joshua Ryan-Saha, Edinburgh Futures Institute
AI is already transforming tourism. Everyone has a prediction, but none of us can be certain (or even close to it) when thinking about the future of AI in tourism.
What if AI isn’t the revolution we are led to believe? Are we on the path to all-powerful artificial general intelligence or have AI capabilities started to plateau? As we decode today’s signals, from chatbot proliferation to data breaches, from algorithmic bias to authentic human moments, deeper questions have started to emerge about trust and reality in tomorrow’s tourism landscape.
This talk studies what’s happening right now. Through a series of examples and case studies, Joshua will explore the exciting, the mundane and the weird AI experiments taking place in our sector. He will delve into crucial questions: How do we bring vital context into AI tools? Will we all become software builders? What are the quiet market signals that may be more consequential than the hype?
Joshua will explore the critical uncertainties about AI in shaping tourism’s future and he will share a ‘futures framework’ to help us all make sense of our uncertainty.
10:30-11:15
Interactive Streams:
1. Travel Transformed: Harnessing AI to Understand and Engage today’s traveller | Dan Taylor, SALT.agency
In this hands-on workshop, discover how AI can help you better understand your audience, create smarter campaigns, and unlock growth in today’s dynamic travel landscape.
SEO and AI expert Dan Taylor will guide you through how artificial intelligence is reshaping marketing in the travel sector — and how you can harness it today to drive real business impact.
• How consumer expectations in travel are evolving — and what that means for your brand
• How travel businesses are responding to this evolution
• How marketing and SEO are being reshaped by AI, with practical tools and approaches
• Real-world AI use cases in travel marketing — from search and content to personalization and automation
You will leave with actionable takeaways, tools, and strategies to implement immediately, regardless of your business size or budget. Whatever sector of travel you’re in, this workshop will equip you with the knowledge and skills to stay ahead in a fast-moving industry.
10:30-11:15
Interactive Streams:
2. Tourism Quick Toolkits – practical updates on key topics to help you stay ahead and informed
11:15-11:45
BREAK
11:45-12:30
ETOA Briefing & Insights
ETOA’s CEO and President will share the latest updates and developments.
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Adele Youngs |
Tom Jenkins ETOA |
12:30-14:00
DESTINATION LUNCH
14:00-15:00
Will my job exist in 5 years? The changing landscape in tourism careers employment and skills.
Keynote & Panel:
- The changing landscape in tourism careers, employment and skills
- Link across social, digital and green skills – will my job exist in 5 years and if so, how will it be different?
Confirmed Speakers:
Corné DijkmansBreda University of Applied Sciences
Kelly StrongStrong Recruitment
Michael QuinnFáilte Ireland
15:00-15:30
Keeping the Human Touch – social intelligence and skills and in a global digital economy
Adele Youngs
Live Travel And Tours
Daniele Fanelli
EF Educational Tours
Brent Imrie
TourTime NZ
15:30-16:00
NETWORKING BREAK
16:30-17:00
Beyond AI – digital competence gap identification – ‘you don’t know what you don’t know’
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Professor Dimitrios Buhalis |