Tourism, intelligence and proactive adaptation

The Italian Society of Tourism Sciences (SISTUR) aims to promote an interdisciplinary reflection on the profound transformations that are redefining contemporary tourism. The climate crisis, geopolitical tensions, demographic transitions, technological acceleration, the spread of artificial intelligence, the growing availability of data, and shifts in consumer behaviour are redefining the role of destinations, businesses, institutions, and local communities.

In this scenario, the ability to cope with change requires a step change in approach.

It is necessary to develop forms of proactive adaptation, capable of anticipating transformations, interpreting their signals, and building strategies grounded in knowledge, cooperation, and innovation. New models must be developed that are capable of anticipating transformations, interpreting their signals, and constructing strategies founded on knowledge, cooperation, and innovation.

Artificial intelligence represents one of the most disruptive innovations of our time, yet it constitutes only one of the many forms of intelligence that fuel the evolution of tourism systems. Alongside it operate the collective intelligence of communities, the organisational intelligence of businesses, the institutional intelligence of public administrations — as a product of the connections among the various stakeholders of destinations — and the scientific intelligence produced by universities and the research community.