Developing the Creativity of Tourism Workers Through the Use of Artificial Intelligence Powered Tools to Create New or Improve Existing Tourism Services

Artificial Intelligence (AI) is a branch of computer science by which we can create intelligent machines which can behave, think and make decisions like humans. With AI technologies you do not need to pre-program machine to do some work, despite that you can create machine with programmed algorithms which can work with own intelligence. Over the years, the influence of AI has spread to nearly every aspect of tourism industry. For example, 30% of hospitality companies are using AI to improve their sales processes, websites and product personalisation. The examples of AI powered tools: chatbots (, Scyscanner, Expedia), Google Lens, AI-Driven Mobile Applications: Hopper, TripCase–Travel Organiser, Instant Voice Translate and many others (Resource: for-travel-and-tourism-applications-use-cases-and-technologies/).

The spread of AI in tourism industry is caused by enormous amount of data generated today. COVID19 significantly contributed to rapid expansion of AI technologies. In the context of pandemic, tourism in nature and remote areas has become very popular.

By implementing previous Nordplus Adult project NordTourNet-3, partnership discovered that IT has changed tourism organizations and highlighted generational differences: newer generations (Y and Z) are more knowledgeable and skilled in digital technologies. Meanwhile older generations (Baby Boomers and X) are less proficient in IT.

For the above reasons, the beneficiaries of the project are remote workers and entrepreneurs, operating in the tourism sector, aged 50+, because it is important to train them to master AI tools and to use those tools creatively in their activities in order to be competitive in tourism market.

Target group - adult educators, teaching adults for tourism related subjects.

The activities of this Nordplus Adult Development project are the following:
1. Situation Analysis based on qualitative research. The aim is to collect experience (in written form and video format) of the use of AI powered tools in tourism companies.
2. Creativity Camp in each partner country for 8 tourism employees and/or entrepreneurs, aged 50+ and working in remote areas.
3. Methodological material with Recommendations for Adult Educators and Tourism Professionals in video format with animation.
4. The Final Virtual Conference of the project.

The administration of the project will be implemented in the accordance with Green Deal principles.


ProgramNordplus Adult Collaboration projectProject Nr.NPAD-2022/10078Duration1st September 2022 - 31st August 2024CoordinatorEducation, Research & Consultancy Center (ERCC) - LithuaniaPartnersKlaipėdos valstybinė kolegija/Higher Education Institution (LT), Kurzeme Tourism Association (LV), Mobilizing Expertise (SE), Arctic Culture Lab (GL)Website