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Thailand’s position as the world’s leading “lifestyle” travel destination was the hot topic of debate at Thailand Tourism Forum 2024 (TTF), held at InterContinental Bangkok yesterday as AI emerged as a key driver to the future success of the country’s tourism industry.Founded by Bill Barnett, TTF is Thailand’s leading platform for travel and tourism discussion. Industry leaders from government and private sectors come together each year in January at the eagerly awaited annual forum for insights and indicators for the future trends of the sector.“Every tourism outfit and hotel are AI companies whether they realize it or not,” said Mr Barnett, who is also managing director C9 Hotelworks. “With the lightening development of AI, this is a call to action for hospitality to return to its roots of a service culture as technology frees up human resources and allows our industry to focus on what is important – people. AI is not a shadow cast over hospitality, it’s a brigh

Krung thep mahanakhonNithee seepraeBill barnettJesper palmqvistMark weingardSimon roganAsia pacificIntercontinental hotelsHotelworks ltdPhuket hotels associationIniala groupThailand tourism forumAsia communicationsCostar groupTourism authority of thailand deputy governorManaging director