It will not be Artificial Intelligence (AI) that replaces people in the tourism job market. In fact, it will be the professionals who know how to use it who will replace those who fail to adapt.
In this context, it is not enough to simply acquire and use the AI tools that are emerging; continuous learning is essential in order to benefit from these technologies and use them creatively, effectively, and responsibly.
May 2026
8h
B-learning
600€
The tourism sector has entered a new era. AI and Agentic AI are no longer futuristic concepts; they have become practical tools that are already transforming operations, distribution, sales, revenue management, reservations, marketing, finance, and accounting. Indeed, their impact is already visible in the customer experience across the entire tourism ecosystem, from hotels and short-term rentals to agencies, traditional tour operators, OTAs, DMCs, transport providers, restaurants, attractions, and destinations.
What was once time-consuming has become agile; what once seemed unattainable is now within the reach of organizations.
The course Introduction to AI for Hospitality and Tourism is part of a three-course program, which may be attended independently or as a complete pathway.
Each course corresponds to a distinct dimension of knowledge or function within tourism: foundational, more operational, and more strategic (for leaders).
The two additional courses are:
-Applied AI and Automation in Hospitality
–AI for Leadership (C-Level) in Hospitality and Tourism
An overall tuition fee discount of 15% or 20% applies for enrollment in two or three courses, respectively.
This course has been designed for professionals without prior knowledge of AI who want to understand, in a clear and practical way, what AI really is and how to use it as a day-to-day work tool.
It is a highly practical introductory AI course, focused on real-world cases in the sector, aimed at preparing you to immediately apply your new knowledge in your professional context.
It was designed with Hospitality and Tourism professionals in mind who do not have the time to test multiple solutions through a lengthy trial-and-error process, without any guarantee of achieving the desired results.
Throughout the course, you will have the opportunity to practically explore a range of solutions, watch demonstrations of real cases applied to tourism, and engage in discussions with technology specialists focused on AI for the sector.
Key topics covered in this course:
Fundamentals and functioning of AI and generative AI (e.g., ChatGPT); creating value in tourism and hospitality through AI
Prompting / prompt engineering
Applied practice: emails, complaint responses, and review analysis using AI
RAG in practice for hospitality and tourism
Practical use cases and demonstrations of AI solutions used in the hospitality and tourism market
AI in hotel and tourism activity distribution and sales
Basics of AI automation for hospitality and tourism (preparation for Courses 2 and 3)
Responsible AI: ethics, privacy, and best practices
This AI course for hospitality and tourism professionals has been designed to provide a solid foundation in AI and initial hands-on experience, making it ideal for those starting in the field and seeking direct applicability to hospitality and tourism.
The course takes place in a relaxed and participatory environment, with a predominantly practical component (60%) complemented by theoretical instruction (40%).
Assessment consists of a knowledge test and a practical project.
It is aimed at professionals in the tourism and hospitality sector, with no prior knowledge of AI or technical background, who wish to understand what AI is and learn how to use it as a practical tool in their day-to-day work.
This course is also suitable for those who want to experiment with effective tools that produce concrete results in the context of tourism and hospitality, helping to overcome the initial barrier that often prevents action or the implementation of new tools.
It is ideal for those who are unsure which tools to use, how to use them, or whether they will actually deliver the expected results.
Founder & CEO | Technology Development | Software Product Manager | Product Owner | AI specialist | Teacher | Revenue Manager | Risk manager
Founder of Hotel Tech Market and UauAi, has over 15 years of experience creating value at the intersection of hospitality, revenue/BI, product management, technology, AI, and risk management.
He holds a Bachelor’s and a Master’s degree in Management from NOVA SBE (2009) and has never stopped learning. Naturally curious, he doesn’t go a year without taking a course. Before entering hospitality, he began his career as a risk analyst and internal auditor at the Santander Group. Long before the AI “buzz,” in 2018 he was already studying computer science, Python, SQL, data science, and Machine Learning while working in hospitality with groups such as Pestana Hotel Group, Details, and Lux Hotels. When he transitioned full-time to the technology sector, he maintained a practical approach, continuing to develop software and provide consulting in technology and revenue management for hospitality.
An entrepreneur by nature: at 23, he co-founded the NGO AHEAD, which has, since 2005, supported thousands of people in disadvantaged contexts through education. He also co-founded Biovilla (recipient of the “Rising Star” award at the European Business Awards for the Environment). He continues to teach courses in hospitality and technology.
He has a clear mission: to create valuable, relevant, and impactful solutions.
Currently, he is developing new software products and solutions with strong AI integration, aiming to generate added value for the hotel industry.
In the past year, he has tested more than 205 software programs and technological solutions that use AI and are designed to serve the hospitality and tourism sector. David believes that it is essential to teach and use AI, always in parallel with the responsibility inherent in its use and development.
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