Structured data rather than AI hype

Artificial intelligence is currently one of the defining topics in tourism. And this raises the question: what do destinations really need right now?

The latest international DMO study by Prof. Dr Roland Schegg shows that the digital maturity of destinations depends largely on how well data, systems and processes are interconnected. It is now widely recognised that AI is only as good as the data it has access to, but what does that mean in practical terms? It means moving away from siloed solutions towards a centralised and structured database.

This is precisely where feratel’s Deskline® excels. The Destination Management System interlinks tourism data and processes, thereby laying the foundations for the next stage of digitalisation – from automated workflows to intelligent, AI-powered services.

Further reading: Schegg, Roland; Peter, Marc K.; Fux, Michael (2026): Digital Transformation of Tourism Organisations in 2025. Report 1: Social Media and Sales in Tourism Organisations (DMOs). HES-SO Valais-Wallis, Institute of Tourism, Sierre (Switzerland), May 2026.

Last updated on 19 June 2026