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26 March 2025 | Posted by Innova Institute

Exploring the Role of Generative AI for Economic Sustainability in Rural Tourism: Insights from ENTER2025

Dr. Maryam Vaziri, a researcher at the Innova Institute, recently had the enriching experience of attending ENTER2025: The 32nd ENTER eTourism Conference in Wrocław

Dr. Maryam Vaziri, a researcher at the Innova Institute, recently had the enriching experience of attending ENTER2025: The 32nd ENTER eTourism Conference in Wrocław, Poland. Held from February 17 to 21, 2025, this prestigious event, themed "eTourism towards 2060," brought together experts, academics, and industry leaders to discuss the future of technology-driven tourism.

As part of the Smart Society Research Group at La Salle Campus Barcelona, Dr. Vaziri, alongside Montserrat Peñarroya, PhD, had the opportunity to present their work-in-progress paper, "Exploring the Role of Generative AI for Economic Sustainability in Rural Tourism: a Comparative Case Study in Catalonia and Andorra" Their research delves into the transformative impact of AI on the tourism industry, particularly in rural regions where technological advancements can offer new avenues for growth and sustainability.

Key Takeaways from ENTER2025

The presentation sparked meaningful discussions among attendees, leading to valuable feedback that will further enhance the research. Key takeaways from the conference include:

  • Generative AI’s Role in Rural Tourism: AI technologies can revolutionize rural tourism by offering intelligent recommendations, optimizing marketing strategies, and personalizing tourist experiences.

  • Economic Sustainability through AI: Leveraging AI can support local economies by boosting engagement, predicting tourism trends, and facilitating sustainable business models.

  • Interdisciplinary Collaboration: The discussion emphasized the importance of collaboration between academia, industry, and policymakers to maximize AI’s potential in tourism.

Dr. Peñarroya and Dr. Vaziri and express their deep gratitude to Francesc Miralles for his mentorship and  support on this project. Additionally, they extend special thanks to Uniwersytet WSB Merito Wrocław, led by Chancellor Prof. Joanna Nogieć, and the International Federation for IT and Travel & Tourism (IFITT) for hosting and facilitating this remarkable event.

Authors: Innova Institute editorial team

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