- Santiago Rodriguez, PhD Tourism
- 2 days ago
- 5 min read
How To Get Results With AI In Tourism (+Workshop & Gift)
If you’ve noticed that I’ve been a bit quieter lately, it wasn’t by accident.
I stepped back to focus on building something very unique.
Something I wish had existed years ago when I was trying to understand how to use AI practically in tourism, not theoretically.
And before we go any further, let me set one expectation clearly:
At the end of this article, I have a gift for you.
A practical gift that will help you to apply what you are about to learn to your own case.
Not examples.
Not theory.
Your reality.
In this article, I want to show you, in a concrete and grounded way, how AI can help you:
Attract high-value visitors instead of competing on volume.
Make better strategic decisions in a fraction of the time.
Strengthen your professional positioning in tourism.
And increase income without increasing workload.
This is not about hype.
It is not about tools for the sake of tools.
And it is definitely not about replacing professionals.
It is about using AI as a multiplier of judgment, clarity, and leadership.
The Real Problem in Tourism Is Not Effort. It Is Leverage.
Tourism professionals are not lazy.
Destinations are not lacking ideas.
Teams are not short on commitment.
What is missing is leverage.
Too many tourism businesses and professionals are:
Doing more work every year for similar results
Producing more content that sounds increasingly generic
Competing on price instead of value
Spending time executing instead of deciding
AI changes this, but only if it is used strategically, not reactively.
The real shift is not “using AI.”
The real shift is moving from doing more to directing better.
From Execution to Direction: The New Advantage in Tourism
We are entering a phase where the winners in tourism are no longer those who:
Produce the most content
Publish the most posts
Run the most campaigns
The winners are the ones who can:
See patterns earlier
Decide faster
Position themselves more clearly
Orchestrate systems instead of micromanaging tasks
AI enables this, when it is placed in the right role.
Let me break this down into four practical pillars.
Pillar 1: Strategic Clarity Comes Before Content
The goal: Know exactly who you want to attract, and why.
The most common mistake I see is starting with content:
Blog posts
Social media
Ads
Campaigns
All of this happens before answering the strategic questions.
AI, when used correctly, helps you:
Define high-value visitor profiles
Understand motivations, fears, and decision triggers
Clarify what makes your offer meaningful, not just visible
When this pillar is in place, something powerful happens.
Your content stops trying to please everyone and starts attracting the right people.
This is the difference between attention and relevance.
Pillar 2: Market Context Beats Guesswork Every Time
The goal: Understand whether a market is worth conquering now.
Many tourism decisions are still based on:
Outdated reports
General trends
“It worked before” assumptions
AI allows a different approach:
Contextual analysis
Multi-factor evaluation (economic, social, emotional, environmental)
Scenario thinking instead of linear forecasts
When you understand context properly:
You stop forcing growth in the wrong places
You allocate resources where ROI is actually possible
You reduce risk while increasing strategic confidence
This is not about predicting the future perfectly.
It is about making smarter bets.
Pillar 3: Content as a Filter, Not Just a Megaphone
The goal: Attract value, not noise.
Most tourism content fails not because it is bad, but because it is generic.
AI can help professionals create:
Inspirational content that connects emotionally
Educational content that positions expertise
Practical content that builds trust
But the real shift is this.
Content becomes a filter.
It repels the wrong audience and attracts the right one.
When done well:
You reduce low-value inquiries
You increase alignment before contact
You save time before the sales conversation even starts
Pillar 4: Visibility That Builds Careers and Revenue
The goal: Turn insight into influence.
Visibility today is not about posting more.
It is about posting with intent.
AI helps professionals:
Structure leadership-driven narratives
Translate complex ideas into clear positioning
Maintain consistency without burnout
When this pillar is aligned:
Opportunities start coming to you
Your professional profile strengthens
Income becomes less dependent on constant outreach
This applies to destinations, consultants, operators, and tourism professionals alike.
The Hidden Bottleneck: Knowing What vs Knowing How
Here is the uncomfortable truth.
Most professionals already understand these ideas.
What they lack is:
A system to apply them quickly
Guidance to avoid trial and error
A way to practice on their own real cases
AI without direction creates confusion.
Random prompts do not create strategy.
Tools without orchestration do not create leverage.
Why I Created An AI Tourism Workshop (In Alliance With The Institute of Tourism)
Thanks to my professional practice, I realized something important.
Most tourism professionals today do not need more ideas.
They already understand the challenges.
They already feel the pressure to adapt.
What they are missing is guided practice.
That is exactly why we put together a hands-on AI for Tourism Workshop.
The goal is not to talk about AI in abstract terms, and not to overwhelm participants with tools or theory.
The goal is to create a serious learning space where tourism professionals can work on real cases, with structure, guidance, and a clear methodology.
In this workshop, participants will:
Work hands-on with all 9 of my free AI tools.
Apply them step by step to their own business, destination, or project.
Learn how to move from intuition to structured, AI-supported outcomes.
Leave with concrete content assets and repeatable workflows, not just inspiration.
This is not a passive webinar.
It is not a demo.
And it is not about AI theory.
It is about learning how to lead, decide, and execute with AI in tourism.
The Promised Gift: Access, Discount, and Scholarship
As I mentioned at the beginning of this article, I wanted to leave you with something practical.
Not just ideas, not just inspiration, but a real opportunity to apply everything you have just read to your own case.
That gift is discounted access to this hands-on workshop.
As a thank-you for being a subscriber, you can join the AI Tourism Workshop with a 15% discount.
Simply mention the code AITOURISM15 during your application for the workshop.
But that is not all. And because access truly matters, there is also a special scholarship option available:
For students, and
For tourism professionals living in middle- and low-income countries.
You can either apply for the scholarship or simply use the 15% discount code, whichever option fits your situation best.
AI is not perfect. It is only a tool. The quality of its outcomes depends on the quality of the user. Use it as if you were leading a group of experts, and you will achieve results you thought were possible. That is what this workshop is about.
WHENEVER YOU'RE READY, HERE ARE MORE WAYS I CAN HELP YOU.
A self-paced, hands-on course that teaches you how to attract the type of tourism you want for your destination or business and gives you the tools to take action and track results.
Attract high-value visitors. Boost your career. Execute with AI. Achieve in one person's morning what used to take a whole team several months and cost tens of thousands of dollars.
With the Herrmann Global team, we will help you attract your ideal visitors through world-class, highly-affordable Market Intelligence, Multi-lingual Content & Online Marketing.