AI in Tourism: Solving Real Problems, Not Hype | Mitra Sorrells Interview

What’s the true role of artificial intelligence in reshaping the travel and tourism industry?

In this exclusive interview, Mitra Sorrells, Senior Vice President at Phocuswright and PhocusWire, discusses how AI can help tourism companies address real-world challenges — not by chasing trends, but by identifying specific problems and using the right tools to solve them.

We explore why businesses shouldn’t fear the rise of AI, how experimentation is key to unlocking its full potential, and why smaller, less experienced players might actually have an edge when it comes to applying AI practically.

🎤 This interview was recorded live at ITB Berlin 2025.

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