EthAI Tour, Ethical use of Artificial Intelligence (AI) and Data in Tourism sector

The tourism sector was already under fundamental transformations including digitization, automation and personalization of services, when the COVID-19 crisis hit and further accelerated the use of AI for improving efficiency and customer experience.
The increasing exploitation of AI tools brought to light not only the benefits of its use but also raised many critical ethical concerns, including loss of privacy, bias and transparency which could negatively impact travelers (i.e. diversity- biases, loss of trust), the society (i.e.
loss of identity, cultural heritage) and even the environment (i.e. over-tourism effects). The workforce of the tourism sector lacks proper training regarding the risks and ethical implications from the digital transitions and the use of AI.
The project’s goal is to develop an innovative training framework for tourism VETs (more towards Continuous VET) to equip trainees with skills and competences focusing on the implications of the use of AI from an ethical perspective.
It will provide vocational training material tailored to the necessities of the labor market for the purpose of digitizing the tourism sector and promoting the ethical and trustworthy use of AI to both VET trainers and learners,
The project will develop a higher level of VET offering and raise awareness on the challenges of the digital transformation demanding a trustworthy and compliant to the Ethical use of AI and data, tourism sector. The improved competences of VET studentswill reinforce their employability, better cater competitiveness and lay the foundationsfor the tourism sector to become a front runner in the digital era.