Europe AI in Tourism Market Size, Share & Trends Analysis Report By Offering (Solution, and Services), By End Use, By Country and Growth Forecast, 2025 - 2032

The Europe AI in Tourism Market would witness market growth of 25.9% CAGR during the forecast period (2025-2032).

The Germany market dominated the Europe AI in Tourism Market by Country in 2024, and would continue to be a dominant market till 2032; thereby, achieving a market value of $1,239.2 million by 2032. The UK market is exhibiting a CAGR of 24.8% during (2025 - 2032). Additionally, The France market would experience a CAGR of 26.9% during (2025 - 2032).

According to the Our World in Data, the annual corporate investment in artificial intelligence was USD 176.47 billion in 2021. One of the most prominent applications of AI in tourism is the deployment of chatbots and virtual assistants. Travel businesses, including airlines, hotels, and tour operators, utilize AI-powered chatbots to handle customer queries, book reservations and provide personalized recommendations.

These AI-driven chatbots are available 24/7, ensuring that travellers receive timely assistance at any time of day or night. Virtual assistants can also process multiple languages, allowing companies to effectively engage a customer base. AI helps travel agencies and platforms deliver highly personalized recommendations by analyzing customer preferences, historical data, and behavioural patterns.

Europe remains one of the most dynamic regions for global tourism, combining high international visitor volumes with increasing digital transformation across industries. As travellers seek more personalized, efficient, and seamless experiences, the integration of Artificial Intelligence (AI) in tourism is accelerating. In this landscape, Spain’s tourism dominance, the UK’s leadership in adventure travel, and widespread AI adoption across European enterprises are key forces driving the market's growth in the UK and wider Europe. According to Eurostat, Spain alone accounted for 271 million nights spent in tourist accommodations in 2022, making it the EU’s most visited international destination and representing 22.4% of the EU total. This immense footfall highlights the need for advanced systems to manage tourism at scale. Simultaneously, 13.48% of EU enterprises and 41.17% of large enterprises adopted AI technologies in 2024—signalling strong digital readiness. Thus, with soaring tourism numbers, particularly in hotspots like Spain, and a strong uptake of AI among businesses, Europe is witnessing a digital transformation in travel.

Based on Offering, the market is segmented into Solution, and Services. Based on End Use, the market is segmented into Transportation & Mobility Services, Travel Technology Platforms & Solution Providers, Accommodation & Hospitality Providers, and Tourism Experience & Attraction Operators. Based on countries, the market is segmented into Germany, UK, France, Russia, Spain, Italy, and Rest of Europe.

List of Key Companies Profiled

• Huawei Technologies Co., Ltd. (Huawei Investment & Holding Co., Ltd.)
• IBM Corporation
• Amazon Web Services, Inc. (Amazon.com, Inc.)
• Microsoft Corporation
• NVIDIA Corporation
• Sabre Corporation
• SAS Institute Inc.
• Snowflake Inc.
• Salesforce, Inc.
• OpenAI, LLC

• Solution
• Services

• Transportation & Mobility Services
• Travel Technology Platforms & Solution Providers
• Accommodation & Hospitality Providers
• Tourism Experience & Attraction Operators

• Germany
• UK
• France
• Russia
• Spain
• Italy
• Rest of Europe