3rd Multiplier Event
3rd Multiplier Event in Malta
Ethical AI and Data Use in Tourism: A Successful 3rd Multiplier Event in Malta
The third Multiplier Event of the EthAI Tour project was held on 31st January 2025 in San Ġwann, Malta, hosted by the Institute of Tourism Studies (ITS). The event, titled “Ethical Use of Artificial Intelligence (AI) and Data in the Tourism Sector: Overview of Project and Proposed Training Material”, brought together a diverse audience of 42 participants, including ITS students, academic and administrative staff, and industry stakeholders. The venue, The Notch Conference Centre at the Urban Valley Resort and Spa, provided a dynamic setting for a day of insight and dialogue on the ethical challenges and educational responses to AI integration in tourism.
The event was opened with keynote remarks by Mr. Brian Schembri from the European Union Programme Agency (EUPA) and Ms. Claire Briffa, Deputy CEO of ITS. Both emphasised the significance of ethically guided digital transformation in tourism.
Dr. Simon Caruana, Senior Academic Manager and lead researcher, delivered a comprehensive presentation on the project's progress, goals, and deliverables. His talk covered the three primary training units of the EthAI Tour course:
- Digitisation in Tourism
- Artificial Intelligence in Tourism
- Ethical AI in Tourism
Interactive Workshop and Engagement
The highlight of the event was a participatory workshop session, where attendees were divided into thematic groups. Each group tackled one of nine proposed topics addressing the practical and ethical dimensions of AI in tourism. Topics included:
- AI-Generated Translations in Tourism
- Predicting Consumer Behaviour through Hotel Data
- AI for HR and Talent Management
- Enhancing Guest Experience with AI
- Automated AI in Hospitality
- AI-Personalised Travel Itineraries
Participants exchanged insights on the benefits, challenges, and ethical considerations of AI applications, followed by a group discussion that fostered critical reflection and knowledge sharing.
Out of 55 registered participants, 42 attended, and 19 provided feedback via a structured questionnaire. Respondents were primarily educators or students aged between 36 and 55. The evaluation indicated high levels of satisfaction, with many praising the relevance and timeliness of the project. Notably, a representative from the Malta Tourism Authority (MTA) invited Dr. Caruana to present the EthAI Tour project at an upcoming MTA seminar in March 2025, reflecting the strong interest in integrating the project's outputs into national tourism development strategies. The third multiplier event was a testament to the importance of ethical awareness in AI's application within tourism. While the event achieved its objectives, the organisers acknowledged the need to further disseminate project results. The consortium is committed to increasing the project's visibility through future events, conferences, publications, and ongoing updates across the project’s social media channels.