Tourism in the digital and AI era under debate in Marrakech

The proceedings of the 5th edition of the Marrakech International Conference on Tourism Research (MICTR) began on Wednesday at the Cadi Ayyad University (UCA) Conference Centre, under the theme "Sustainable solutions and smart innovations: tourism, heritage and culture in the digital and AI era".

Organised by the Higher School of Technology (EST) of Essaouira under the UCA, this conference brings together researchers, practitioners, policymakers and tourism industry stakeholders from around the world to explore the latest advances in sustainable tourism and smart innovations.

A flagship event in the field, this meeting offers a platform for discussion and sharing expertise on the latest advances in sustainable tourism and smart innovations, reports MAP.

Speaking at the opening of this conclave, the President of the UCA, Belaid Bougadir, indicated that the tourism sector must adapt to the challenges of the ecological transition, digitalisation and artificial intelligence, adding that the rapid evolution of this sector invites all stakeholders to rethink tourism models to make them more sustainable, more inclusive and better adapted to the expectations of 21st-century travellers.

"The tourism sector must face political, economic, technological and human changes, in order to guarantee continuous adaptation to the expectations of a global market in full transformation", stressed Mr. Bougadir.

Aware of these challenges, Cadi Ayyad University has created the "Tourism and Hospitality Management School" centre of excellence which aims to "propose innovative approaches for the training of our students while strengthening our collaboration with strategic partners in the sector", he maintained, specifying that the UCA's ambition is to be at the forefront of changes in the sector by integrating the most recent advances into its training programmes and by fostering strategic partnerships with actors in the field.

In the same vein, the President of the National Federation of the Hotel Industry (FNIH), Lahcen Zelmat, noted that the theme chosen for this 5th edition of the MICTR reflects the growing importance of the application of digital technologies and artificial intelligence in the tourism sector, as well as the need to promote sustainable practices that preserve natural and cultural resources while fostering economic and social development.

In this sense, Mr. Zelmat emphasised the importance of combining synergies between AI, tourism and heritage, strategic areas for the future of the sector and the competitiveness of the Morocco destination.

"We are more aware than ever that strengthening collaboration between the academic world and the professional sector is essential to develop the sector in the face of the challenges of new technologies", noted the President of the FNIH.
The exchanges and debates launched during this meeting will make it possible to chart the path to a prosperous future for the tourism sector, he continued.

The 5th edition of the Marrakech International Conference on Tourism Research will focus on exploring innovative and effective solutions to meet the challenges facing the tourism industry, while capitalising on the opportunities offered by technological progress.

In addition to the presentation and discussion sessions, the conference will also offer workshops, round tables and networking sessions, thus offering participants the opportunity to exchange ideas, establish collaborations and develop their professional network in a stimulating and enriching environment, as well as the publication of the work of participating researchers within the framework of the prestigious "World Sustainability Series", published by Springer.