Full Video: Brand USA and Spain Push AI, Airlift and Culture to Power Tourism Growth

Key Points

• Brand USA and Turespaña are leveraging AI, expanded airlift, and cultural storytelling to boost tourism and manage demand.
• Transatlantic tourism remains strong due to cultural appeal and improved connectivity between the U.S. and Spain.
• Destination management organizations are evolving to focus on responsible travel and strategic, long-term planning.

Summary

At the Skift Transatlantic Summit, leaders from Brand USA and Turespaña discussed how the tourism industry is shifting from mere marketing to actively managing tourism demand. Both countries are prioritizing cultural exchange, improved air connectivity, and the use of digital tools like artificial intelligence to promote lesser-known destinations and encourage responsible travel. The evolving role of destination management organizations was highlighted as crucial for sustainable, strategic tourism growth.