Tourism Day Karlsruhe 2024: Artificial intelligence as a driving force for the future of tourism

On October 16, 2024, the KTG Karlsruhe Tourismus GmbH gathered over 130 representatives from politics, the hotel industry, gastronomy, culture and leisure on board the MS Karlsruhe to discuss the central topic of this year’s 16th Karlsruhe Tourism Day: Artificial Intelligence (AI). Under the motto “Artificial intelligence in tourism – the future on board”, the event offered a platform for exchange and networking. karlsruhe.digital was also on board and was delighted to be able to provide an exciting insight into the possibilities of AI in tourism. The focus was on the potential and challenges of AI for the tourism sector.
The role of artificial intelligence in tourism
Pascal Rastetter, Managing Director of KTG Karlsruhe Tourismus GmbH, explained impressively: “As a tourism organization, we don’t actually ‘do’ tourism. It is the interaction between politics, business, culture, hotels, restaurants and leisure facilities that creates the tourism offer that makes a destination attractive.” This statement illustrates the central role of networking and cooperation in sustainably strengthening Karlsruhe’s attractiveness as a tourist destination.
The change brought about by artificial intelligence in tourism
While AI is already being used in many industries, it is still in its infancy in the tourism sector. “Although chatbots and virtual assistants are already in use in many places, the widespread application of AI in tourism is still in its infancy,” Rastetter continues. However, AI offers enormous potential, especially when it comes to analysing large amounts of data and developing personalized offers for guests. In this way, artificial intelligence can help to better recognize the individual needs of travellers and create tailor-made experiences.

Entertaining access to artificial intelligence
An entertaining approach to the evening’s theme was provided by the program by Simon PierroGermany’s first AI magician. Pierro combined the art of magic with modern technological achievements such as AI, cell phones and iPads. In his entertaining show, he showed the participants that artificial intelligence also has its limits – and that even ChatGPT does not know the right answer to every question. With his unique mix of magic and technology, the artist from Ettlingen amazed and thrilled the audience and showed that the combination of artificial and artificial intelligence can create amazing experiences.

More space for people
The keynote speech by Bastian Hiller, Managing Director of Teejit GmbH, entitled “More space for people: How artificial intelligence is changing the world of work in tourism”, provided an introduction to the topic of AI use in tourism. Hiller pointed out that while AI can take over many tasks, such as managing bookings or responding to inquiries, personal interaction and hospitality remain irreplaceable in tourism. “AI creates space for the essentials: direct contact with guests,” emphasized Hiller. This statement makes it clear how important it is that AI supports people, but does not replace them.

IHK workshops: Deepening the AI topic in the follow-up
For anyone interested in delving deeper into the topic, the workshopsorganized by KTG in cooperation with the Karlsruhe Chamber of Industry and Commerce, offer an excellent opportunity. These practice-oriented events are aimed at all interested parties who would like to take a closer look at the application of AI in tourism:
- “The power of prompts” (October 16): The basics of AI text generation.
- “Text and image generation through AI” (November 14): How AI can be used for social media and website content.
- “Review management made easy with AI” (November 19): Optimized customer feedback management.
- “AI in digital advertising” (December 5): Using AI for targeted marketing
These workshops offer participants the opportunity to expand their knowledge and use the new technologies profitably in their companies. This makes it clear that AI is not just a future trend, but an essential tool for digital transformation in tourism.

Digitalization and innovation in Karlsruhe
The city of Karlsruhe has been focusing on digitalization in tourism since 2019. One outstanding example is the digital tourist information center on the market square, which is considered one of the most modern in Germany. With the relaunch of the “Experience Karlsruhe” website and the implementation of barrier-free tools such as Eye Able Assist®which adapts the website to the needs of people with disabilities, and the translation tool DeepLwhich enables smooth communication with international guests, the city is showing how it is actively driving digital change. “In order to work effectively, we have to leave the analog space in many areas,” says Rastetter.

Artificial intelligence as a driving force for the future of tourism
The Tourism Day Karlsruhe 2024 made it clear that artificial intelligence will play a central role in the further development of tourism. Through digitalization and the use of AI, tourism offers can not only be made more efficient, but also more attractive and personalized. “We want to allay the fears of Tourism Day guests about AI and encourage them to get to grips with this technology,” emphasized Rastetter. The cooperation with the IHK and the planned workshops provide the ideal framework for this.
With its clear focus on innovation and networking, Karlsruhe will continue to act as a pioneer in the field of digital tourism and strengthen its position as an attractive destination both nationally and internationally.
Cover picture: KTG Karlsruhe Tourismus GmbH, Photo: Bruno Kelzer