Navigating AI in Destination Management: Opportunities, Challenges, and Adaptation among Czech DMOs

Abstract

This article explores the role of artificial intelligence (AI) in the operations of Destination Management Organizations (DMOs) in Czechia. Drawing on a quantitative survey conducted among 44 certified DMOs, the study investigates how these organizations are adopting AI tools in areas such as marketing, visitor communication, and service personalization. The results reveal that while 68% of respondents report some level of AI integration, many still face significant barriers, including limited budgets, lack of technical expertise, and insufficient data protection frameworks. Smaller DMOs, in particular, struggle to keep pace with digital transformation. Despite these challenges, most organizations expressed a strong willingness to collaborate with national tourism bodies to build capacity and share knowledge. By mapping current practices and highlighting both opportunities and constraints, the study contributes to ongoing discussions about the practical and responsible use of AI in destination management.