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 Stream Choice | Tourism Quick Toolkits – Practical updates on key topics to help you stay ahead and informed:
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 Stream:
2. Sales & Negotiation Refresher Masterclass
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
Lobke ElbersBreda University of Applied Sciences
Michael QuinnFáilte Ireland
15:00-15:30
Keeping the Human Touch: Social Intelligence in a Global Digital Economy
In an increasingly digital world, human connection remains at the heart of tourism. Adele Youngs will open this session with a scene-setting introduction, followed by a discussion on how tourism professionals can nurture and apply social intelligence in their daily work. The session will explore how to balance technology with empathy, cultural awareness, and intergenerational understanding to deliver exceptional service.
Adele Youngs
Live Travel And Tours
Daniele Fanelli
EF Educational Tours
Brent Imrie
TourTime NZ
- Preserving customer-focused service in a digital-first economy
- Applying cultural intelligence when working with international clients and colleagues
- Meeting and managing expectations across different generations of clients and co-workers
This interactive discussion will highlight the essential social skills that keep tourism both people-centred and globally relevant.
15:30-16:00
NETWORKING BREAK
16:00-16:30
Day-to-day Green skills for all Tourism Professionals
Sustainability is no longer optional in tourism – it’s becoming a daily business skill. In this session, Tim Fairhurst will outline the new green reporting requirements that are rapidly approaching for tourism businesses. This will be followed by a practical discussion with operators and supply chain partners on how they are preparing, adapting, and embedding sustainable practices into their operations.
- Turning sustainability commitments into everyday business practices
- Aligning commercial goals with environmental responsibility
- What suppliers need to make greener choices easier
- Staying ahead of compliance and reporting requirements
- Preparing for upcoming regulations and industry pressures
- Managing the growing demands of third-party reporting
This interactive session will help tourism professionals at all levels understand the skills they need to meet sustainability expectations today – and tomorrow.
16:30-17:00
Future-Proofing Tourism: Solving the Digital Skills Challenge | Professor Dimitrios Buhalis, Bournemouth University Business School
The accelerating adoption of Artificial Intelligence (AI) in travel and tourism is transforming how destinations, organisations, and consumers interact. For managers, this shift creates both opportunities and challenges, requiring a new set of skills to remain competitive in a rapidly evolving landscape. Tourism professionals need to operate within smart ecosystems by adopting network optimisation and real time strategies. We urgently need to address the digital competence gap and position organisations to thrive in an AI-driven marketplace by prioritising:
- Building Data Competence
- AI-Powered Personalisation
- Smart Operations
- Sustainability Intelligence
- Ethical and Responsible Leadership
- Continuous Upskilling and Partnerships
Those who invest in these competencies in the next five years will not only protect market share but will also establish their organisations as leaders in the sustainable and human-centric tourism ecosystem of the future.