An AI-first destination portal is not a simple site, but a system that coordinates data, content and services to guide the user in an increasingly personalised way. I will present a practical model for DMOs, clarifying the necessary layers (integration of spatial sources, knowledge layer, conversational AI, personalisation, analytics and decision-making) and how they translate into concrete use cases.
Starting from Factory's experience in more than 50 destinations, in Italy and abroad, I will share some case studies, from Dolomiti Superski to the Comprensorio Tre Cime to Garda Dolomiti, and use them to outline the evolution scenarios in the next 12-24 months: which capabilities become decisive, which prerequisites are needed and which are the main success factors.
