Unlocking Operational Efficiency in the Swiss Tourism Industry: The Role of AI-Technologies

Topic
This Master’s thesis investigates how artificial intelligence (AI) technologies can enhance operational efficiency in the Swiss tourism industry. Through ten qualitative interviews with travel service providers and industry experts, it is examined how AI is currently used, what barriers hinder its adoption, the benefits it brings and what future roles it may play. The study applies and adapts the Smart Tourism Framework to map AI’s impact across technology, service, and experience layers, revealing both strategic potential and practical constraints.

Relevance
As global tourism becomes increasingly digitized, Switzerland must adapt to maintain competitiveness. With tourism contributing CHF 24 billion annually to the national economy, operational efficiency is crucial. AI offers scalable solutions - from content generation to predictive analytics - that can reduce costs, enhance services, and personalize customer experiences. However, adoption is uneven and challenged by cultural, organizational, and technical factors. This research provides timely insights for Swiss tourism stakeholders navigating digital transformation.

Results
AI is already contributing to efficiency gains in the Swiss tourism industry, primarily in internal operations. However, broader adoption remains limited due to structural and cultural challenges. Key findings include:

• AI is used selectively for content creation, translations, itinerary drafts, and administrative support, freeing up human resources for higher-value tasks.
• Customer-facing AI applications are rare, due to concerns about authenticity and preserving the human touch.
• Key barriers include fragmented data structure, lack of digital skills, unclear use cases, and data privacy concerns.
• Future potential lies in AI-supported personalization, tourist flow management, and hybrid human-AI models.

Implications for Practitioners

• Start Small: Implement low-barrier AI tools (e.g., chatbots, content generators) to improve internal workflows.
• Invest in Skills: Upskill teams in AI usage to ensure tools are applied effectively and ethically.
• Structure Your Data: Standardized, high-quality data is essential for scalable AI integration.
• Keep it Human: Maintain transparency and authenticity, especially in customer-facing applications.
• Measure Impact: Establish KPIs to track AI’s contribution to operational efficiency.

Methods
To explore the role of AI in enhancing operational efficiency, ten semi-structured interviews with Swiss tourism professionals were conducted, six from travel service providers and four from industry associations or academic institutions. Using Gioia’s inductive coding methodology, stakeholder perspectives were analyzed and mapped onto the Smart Tourism Framework. This qualitative approach allowed for a deep, contextual understanding of both practical use cases and strategic challenges related to AI adoption in Swiss tourism.