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The Responsible AI Policy for Destination Marketing Organizations is a practical framework designed to help DMOs ethically and effectively integrate AI into their operations. It provides clear guidelines for two key use cases:

1️⃣ Internal AI Use – Enhancing productivity, streamlining workflows, and supporting data-driven decision-making while ensuring transparency, data privacy, and human oversight.

2️⃣ Public-Facing AI Use – Managing AI-powered visitor interactions, automated marketing content, and personalized recommendations in a way that maintains authenticity, prevents bias, and promotes responsible tourism.

This policy aligns with industry values of authenticity, sustainability, creativity, and responsible action, ensuring that AI serves as a trusted tool for engagement rather than a source of misinformation or ethical risk.