Leveraging AI to navigate shifting traveller preferences in 2025 – Pioneering AI for travel destinations.
In 2025, global tourism stands at a pivotal moment. Travellers’ expectations are rising, the demand for personalised, meaningful experiences is accelerating, and destinations are under growing pressure to balance economic impact with sustainability goals. At HiGem, we believe artificial intelligence (AI) is no longer a promise of the future — it’s already shaping the present and redefining the path forward.
Today’s travellers are not simply booking holidays; they are curating highly personal journeys. They seek authenticity, immediacy, seamless logistics, and discovery tailored to their interests. Yet despite the digital evolution of many industries, the travel experiences sector remains largely fragmented. According to Skift Research and McKinsey & Company (The Evolving Role of Experiences in Travel, September 2024), just 25% of the global travel experiences market is digitally structured. This leaves a staggering €1 trillion in unstructured or invisible offerings — with €250 billion of that untapped opportunity in Europe alone, hidden across local services, cultural activities, and unique micro-experiences.
At HiGem, we’re building the bridge between these untapped opportunities and the growing demand for authentic, sustainable travel. Our AI platform empowers destinations to uncover and digitally integrate local experiences, connect visitors with meaningful offerings, and equip tourism authorities with the insights and tools they need for smarter, more sustainable destination management.
Aligned with the objectives of the EU Green Deal and the UN Sustainable Development Goals, AI-powered platforms like HiGem offer tangible solutions to challenges such as overtourism, economic leakage, and uneven regional development. By integrating unstructured experiences into a digital, data-driven ecosystem, destinations can unlock significant benefits:
- €25 billion in additional annual revenue across Europe by bringing hidden experiences online.
- 10–20% reduction in overcrowding and emissions by optimising visitor flows through data insights.
- New employment opportunities across regional economies, from AI-assisted guides to digital tourism managers.
- Greater resilience through predictive analytics, real-time alerts, and smarter resource management.
At HiGem, we are ready to partner with destinations, governments, and investors — not simply as a technology vendor, but as a committed collaborator in building sustainable, inclusive, and data-driven travel ecosystems that serve both visitors and communities.
