Open Call For Companies

Open Call - Global AI Report and Policy Recommendations

The UN Tourism Academy is seeking for qualified research institutions, consultancy firms, or universities to conduct a comprehensive study on AI in tourism, including data collection design, analysis, policy recommendations, best practice documentation, and the development of a targeted training programme for Member State officials. This training will support Member States in understanding and implementing the policy recommendations effectively.

UN Tourism, the specialized agency of the United Nations responsible for the promotion of responsible, sustainable, and accessible tourism, is launching an initiative to develop a Global AI Report, Policy Recommendations for Member States, and a Training Course for Officials from the Member States.

Artificial Intelligence (AI) is transforming industries worldwide, and the tourism sector is no exception. From enhanced personalization in travel services to operational efficiency, AI is reshaping how destinations, businesses, and travellers interact. However, AI adoption varies significantly across countries, presenting policy, regulatory, and workforce challenges.

Development Objective

The objective of this project is to provide Member States with strategic insights and policy recommendations on AI adoption in tourism. The selected entity will conduct:

  • An analysis of AI trends, workforce impacts, and sector-specific applications.
  • Policy recommendations for governments to effectively integrate AI into tourism strategies.
  • Global case studies and best practices showcasing successful AI applications.
  • A practical training course to build the capacity of government officials on AI adoption, policy implementation, and governance in the tourism sector.

Immediate Objectives

The project aims to generate a comprehensive report, establishing methodologies and standards to:

  • Understand the role of the public sector by identifying what Member States are currently doing or planning to do in relation to AI in tourism.
  • Assess policy gaps and regulatory challenges associated with AI adoption.
  • Analyze AI-driven transformation in tourism, including business models, workforce adaptation, and market dynamics.
  • Examine digitalization trends and AI’s role in destination competitiveness.
  • Identify skills development needs and AI’s role in tourism employment.
  • Offer recommendations for AI governance and adoption within the public sector.
  • Develop a training course for Member State officials to support the implementation of the policy recommendations and foster institutional readiness for AI integration.

Scope of Services:

The selected entity will undertake phases of research, analysis, report development, and training design, working closely with the UN Tourism Innovation department and relevant stakeholders. The key components include:
 

  • Data Collection Methodology: Define approaches for interpreting and complementing the data collected in-house by UN Tourism.
  • Analysis of AI Adoption in Tourism: Identify key trends, barriers, and opportunities based on existing data and secondary research.
  • Impact Assessment of AI on the Workforce: Evaluate skills gaps and emerging needs in tourism-related occupations.
  • Case Studies and Best Practices: Identify successful AI applications from different regions and extract actionable insights.
  • Drafting of the Final Report: Prepare an approved detailed table of contents, conduct structured analysis using the survey data provided by UN Tourism, and finalize the report.
  • Training Course Development: Design and develop a practical training course for Member State officials to enhance their understanding of AI integration in tourism and how to implement the policy recommendations effectively.

Deliverables

The selected entity is expected to deliver the following outputs according to the specified timeline and in alignment with UN Tourism branding and quality standards:

  • Highlights and Analytics of the Member States Survey Results 
    Due: two weeks from signing the contract
    A concise document summarizing key findings and trends from the survey launched by UN Tourism, to be presented at the UN Tourism Executive Council. This version must be suitable for external presentation and designed in accordance with the organization’s branding guidelines.
  • Data Analysis Report
    An in-depth analytical report reviewing AI adoption trends, regulatory readiness, sector-specific applications, and workforce implications, based on the data provided by UN Tourism.
  • Draft Global AI Report
    Including a detailed and approved table of contents, incorporating case studies, best practices, and structured analysis of AI in tourism. This draft will serve as the basis for consultation and review.
  • Final Global AI Report
    Due: 26 September 2025

A comprehensive, data-driven policy document that includes:

  1. Key findings
  2. Global AI trends and workforce impact
  3. Policy recommendations for AI adoption in tourism
  4. Best practices from Member States and private sector

The final report must be professionally designed, following UN Tourism’s branding and visual identity guidelines. The selected entity must submit the report in two approved versions:

  1. Digital version (optimized for online distribution)
  2. Print-ready version (high-resolution and suitable for professional printing)

The layout and design must be of high professional quality, visually engaging, and approved by UN Tourism at least 15 days prior to final delivery. This timeline ensures adequate time for internal review, revisions, and printing.

Inputs

Eligibility Criteria for Academic Partners:

An Interested Academic Partner must demonstrate the following qualifications:

  • Proven Academic and Professional Expertise: Extensive experience in delivering training and education in the topics listed above. World-class recognised institutions will be highly considered.
  • International and Regional Knowledge: Experience in tourism policy, governance, and value chain analysis (Expertise in tourism sector policy frameworks, economic impact studies, and regulatory adaptation)
  • Have previously worked with international projects
  • Vast experience in AI research, governance, and policy analysis (Expertise in AI regulation, digital transformation, and responsible AI adoption in public policy)
  • Adjust timeline and deliverables alignment with project goals
  • Have clear Methodology clarity and implementation feasibility
  • Have a clear Composition of the proposed team and their work tasks
  • Expertise of proposed personnel in AI research, governance, and policy (Individuals with strong AI policy backgrounds, regulatory expertise, digital transformation strategy)
  • Expertise of proposed personnel in tourism policy and governance (Individuals with expertise in tourism regulations, sectoral impact analysis, and policy frameworks)
  • UN Tourism Knowledge: Familiarity with the UN Tourism´s objectives, initiatives, and methodologies is an advantage.
  • Proficiency in English (other UN languages an advantage).

Submission Requirements:

Interested Academic Partner is invited to submit their applications, including:

  • A detailed profile of the institution, highlighting relevant expertise and experience;
  • A proposal outlining the approach to training development and delivery;
  • Resumes of key team members involved and
  • Detailed budget proposal.

If you wish to apply, please fill out the application (https://survey.zohopublic.com/zs/DAfIcR) form before 23rd May 2025.

If you have any queries, do not hesitate to write to capacity@unwtoacademy.org .

Please be aware that ALL APPLICATIONS WILL BE CONSIDERED AND EVALUATED, BUT ONLY SHORT-LISTED CANDIDATES WILL BE CONTACTED.