On 17 October 2025, I spoke at the IV Podkarpackie Forum Turystyki, held at the Bieszczadzkie Centrum Dziedzictwa Kulturowego FANTO in Ustrzyki Dolne. At the invitation of the Podkarpacka Regionalna Organizacja Turystyczna, I talked about creative AI campaigns in tourism. I prepared a "for the peace of mind of the mountains" version, relying exclusively on pre-recorded demonstrations.
I showed how AI changes tourism promotion and communication with guests, and shared examples of campaigns where AI images stood alongside traditional photos. The key points:
- Combining human input, AI, and data works best in campaigns.
- Personalisation makes sense when it connects data with brand book guidelines, brand tone, and the expertise of the creative team.
- Research transforms from hours of browsing sources into a conversation with AI, and as this dialogue requires factual backing, you need to verify it.
- AI replaces manual brief analysis and database searching, as it can automatically analyse the brief, search, and synthesise data.
- Experiment. Fail. Learn. Repeat. Finding the winning idea takes time, but with AI you can check what works much faster.
You can read more about the forum in the TTG Polska announcement.
Presentation slides
Photo: IV Podkarpackie Forum Turystyki