GMCS discussed the application of IT and AI solutions in tourism

GMCS experts (part of the MT-Integration Group) took part in the XV anniversary Travel IT WorkShop (TITW) exhibition and conference 2025. The event, whose key theme of which was the practical application of artificial intelligence and IT solutions in tourism, brought together leading industry experts.

The event focuses on real–world cases: from marketing and sales automation to creating a seamless customer experience and developing fundamentally new services. Participants discussed strategies for building a competitive tourism business in the era of digitalization, international trends, and opportunities for industry automation using new technologies and artificial intelligence (AI).

AI as a Foundation for Business Modeling

Experts emphasized that artificial intelligence and modern IT platforms are no longer just tools for optimizing costs. They have become the foundation for new business modeling, opening up unique opportunities for every segment of the travel industry.

For travel agencies, this technology provides new potentials for creating personalized content and additional monetization services. Tour operators benefit from faster work with individual tours, automated support, and streamlined interaction with agencies. In business tourism, AI increases efficiency by automatically selecting services within corporate policy guidelines, predicting risks and saving managers time. Carriers use automation to improve service, logistics, and B2B interactions.

"We note that the industry is actively implementing the best practices of digital transformation. Today, AI and modern IT platforms are not an option, but a necessity, allowing us to move from pinpoint optimization to a fundamental restructuring of business models in tourism. We see a demand for solutions that not only automate routine, but also create new value for the customer, and we are ready to respond to it," said Elena Mosyazh, Business Director at GMCS.