Unlocking Generative AI at the Mediterranean Tourism Forum: Insights from Our Malta Experience

We were thrilled to participate in the #MediterraneanTourismForum held in Malta over the past three days—a truly dynamic event where industry leaders from around the world gathered to explore the future of tourism and innovation.

The Mediterranean Tourism Forum was meticulously organised by the incredible team at the Mediterranean Tourism Foundation, led by Andrew Agius Muscat and Mona Khalilieh. It’s amazing to see how this small yet committed team delivered a world-class forum filled with valuable insights and genuine hospitality. I was honoured to be invited to deliver a training session focused on unlocking the power of generative AI for business growth.

During our training, we focused on how businesses can move from the hype surrounding AI to practical, hands-on applications for sustainable growth. The agenda touched on:

• Introduction to Generative AI and its Role in Business: A look at the core principles of generative AI and how it can directly benefit businesses in terms of marketing, customer service, and operations.
• Key Use Cases Across Industries: Exploring real-world examples of how AI is already transforming sectors, from content generation to automated workflows.
• Strategy and Implementation: Identifying the right starting points for AI adoption, including selecting high-impact use cases and planning pilot projects.
• AI Tools and Demos: Demonstrations of key generative AI tools and an overview of how these tools can be seamlessly integrated into existing business processes.
• Barriers to Adoption and Overcoming Challenges: A discussion on the common hurdles businesses face when adopting AI and practical advice for overcoming these challenges.

The energy from the delegates was incredibly positive, and it was exciting to see their level of interest in taking the first practical steps towards leveraging generative AI in their own organisations. The questions, discussions, and eagerness to engage showed a strong willingness to embrace the changes that AI can bring—which is a great sign for the future of the tourism and hospitality sectors in this region.

The forum wasn’t just about business, though—it was about community, culture, and connection. The networking opportunities provided a chance to meet inspiring individuals, from visionaries and experts to policymakers, all working towards shaping a more innovative and sustainable future for tourism.

A true highlight of the event was the gala evening—a celebration of culture and creativity. We were treated to an unforgettable performance by legendary composer Bruno Santori, alongside heartfelt speeches, including a moving address by the President of Malta, who underscored the importance of sustainable tourism for the Mediterranean region.

None of this would have been possible without the efforts of Mike Jordanou, whose connection paved the way for this collaboration—a heartfelt thank you, Mike!

We left Malta inspired, invigorated, and excited for what’s to come—both in the world of tourism and in our mission to help more businesses realise the benefits of generative AI. This event showed us that innovation, collaboration, and cultural exchange are key to driving forward the future of this industry, and we’re honoured to have been a part of it.