A new collaborative relationship will support the advancement of artificial intelligence (AI) adoption within the tourism workforce. Tourism HR Canada and the Tourism AI Network have signed a Memorandum of Understanding (MOU) to strengthen the tourism sector’s capabilities through digital transformation, workforce development, and the integration of AI tools and curricula.
The organizations commit their unique expertise to work together on a range of initiatives that seek to:
- Drive sector-wide AI adoption: Foster digitalization and AI adoption within HR processes, developing tools and resources that support AI readiness across Canada’s tourism sector.
- Develop and disseminate AI-focused training and curriculum: Jointly create educational materials and workforce training programs that integrate AI into various levels of academic and professional tourism training.
- Advance research on AI in workforce development: Initiate research projects to explore the practical applications of AI within the tourism workforce, identifying key benefits and challenges.
- Support innovation and thought leadership: Serve as thought leaders within the industry, emphasizing the balance between AI integration and the human-centric aspects of tourism and hospitality.
- Conduct foundational research that outlines the applications of AI in workforce management within the tourism sector.
- Recommend ways to adopt AI in human capital and HR practices.
With decades of experience in workforce development, skills training, and labour market research, Tourism HR Canada will take the lead on engaging tourism stakeholders and facilitating consultation to explore existing AI practices and skills gaps, and ensure resources meet the needs of businesses, academia, and the workforce.
“This collaboration marks a significant step in preparing Canada’s tourism sector for a rapidly shifting workplace,” said Philip Mondor, President and CEO of Tourism HR Canada. “By integrating AI into workforce development, training, and HR practices, we’re ensuring that businesses and professionals have the tools they need to thrive in an evolving digital landscape. Through this MOU, we’re not just embracing innovation—we’re shaping the future of tourism with a balanced approach that enhances both efficiency and the human touch that defines our industry.”
The Tourism AI Network will provide expertise in AI tools, best practices, and implementation strategies, all with careful consideration of the unique needs of the tourism sector.
“The successful adoption of any technologies in the workplace requires a strong focus on people and culture, as well as processes and structure, before the technologies themselves,” stated Peter Pilarski, Founder of the Tourism AI Network and President of CIPR Communications. “This partnership between Tourism HR Canada and Tourism AI Network will allow us to do the critical work needed to understand and strengthen the people, culture, structure, and processes components of AI adoption in the tourism sector.”
Specific projects will include the following:
- Research and development: Co-lead a research project to examine AI’s role in workforce development and identify effective tools for AI application within HR.
- Curriculum development: Translate research findings into actionable training programs and curriculum content for use at academic institutions and professional development programs.
- Incubation project: Engage in an incubation initiative that enables practical testing and implementation of AI-based solutions within Tourism HR Canada’s network.
- Thought leadership and outreach: Jointly publish reports, white papers, and case studies to share insights on AI’s role in workforce and tourism development and promote the partnership’s outcomes within relevant industry channels.
Updates on specific initiatives will be announced in Tourism HR Insider—subscribe today.
About Tourism HR Canada:
Tourism HR Canada is non-profit, pan-Canadian organization aimed at growing a world-leading tourism workforce that is comprised of more than 270,000 employers and two million workers. As a Workforce Development Council, Tourism HR Canada facilitates, coordinates, and enables human resource development activities that support a globally competitive and sustainable industry and foster the development of a dynamic and resilient workforce.
About the Tourism AI Network:
The Tourism AI Network brings together a community of destination organizations and tourism businesses across North America who seek to implement AI to gain efficiency in their organizations, learn from their colleagues, and receive ongoing support and advice about AI. It fosters an environment of shared knowledge and mutual growth; provides accessible, practical, and up-to-date AI knowledge for the tourism industry; maintains a network of industry professionals committed to advancing AI in tourism; and encourages and supports the innovative use of AI to improve tourism experiences, tourism operations, and tourism marketing.