Marco MartinsRicardo Jorge Costa GuerraLara SantosLopes, LuisaAna Rita Conde2026-05-112026-05-112026Martins, M.; Guerra, R. J. C.; Santos, L.; Lopes, L. ;Conde, A. R. (2026). Generative AI and its application by Destination Marketing Organizations: Enhancing tourist experiences. In H. Ramkissoon, R.; Singh; J. Iqbal (Eds). A Research Agenda for Using Generative AI in Tourism and Hospitality. Cheltenham, UK: Edward Elgar Publishing. p. 10-23. ISBN 978103533030097810353303179781035330300http://hdl.handle.net/10198/36615Although Generative AI is intrinsically interrelated with artificial intelligence (AI), it presents distinctive aspects that expand its potential. While AI compiles, classifies, and analyzes existing data (which is why it is also known as analytical AI), Generative AI differs in its ability to create or generate new data (Zhang et al., 2023). For example, while traditional AI can analyze data on travel preferences or tourism products, booking history, or online search patterns to identify and segment target audiences and recommend specific tourism destinations, Generative AI goes further, as it can create personalised destination descriptions, never-before-seen promotional images, and completely new and unique travel itineraries that match consumers’ interests. In short, traditional AI performs the necessary analyzis to identify and segment target audiences, while Generative AI brings about creative and dynamic content that interacts directly with consumers (Wen et al., 2024).engbook part10.4337/9781035330317.00008