Proceedings of The Mediterranean tourism knowledge exchange and policy conference 2025 : Mediterranean SEA - Sustainability - Experience - Artificial Intelligence – Book of abstracts

Abstract

The third Mediterranean Tourism Knowledge Exchange and Policy Conference, held in Malta, in November 2025, engaged in conversations on the Mediterranean Sea - on Sustainability, Experiences and AI. Over 40 scholarly papers were presented and discussed, reflecting on the challenges of achieving sustainability, the experiences of different actors involved in tourism and the changing dynamics brought about by artificial intelligence. The papers on sustainability primarily examined diverse approaches to sustainable development, encompassing governance frameworks, regenerative tourism models, participatory practices, corporate social responsibility (CSR), education, and entrepreneurship. In addition, some studies concentrated on specific dimensions of sustainability, including cultural and heritage tourism as well as coastal and marine conservation. A recurring theme across much of this scholarship was a critical interrogation of economic growth and the mechanisms employed to manage it. Research addressing the notion of experience in tourism emphasised its inherently multi-layered and multi-dimensional character. Experiences, it was argued, were shaped by initial perceptions, organisational structures and stewardship, social interactions, and the differentiation of tourism products, amongst other factors. Within the thematic focus on artificial intelligence in tourism, stakeholder perceptions and the heterogeneous responses of industry actors to technological innovation were investigated. Areas of inquiry included automation and the dynamics of trust between humans and machines, the integration of immersive digital environments, and the ethical implications associated with the adoption of AI technologies. For this conference, we welcomed Sara Dolnicar, from the University of Queensland, Australia, Carlos Costa, University of Aveiro, Portugal, Marco Valeri, Cusano University, Italy, Alexis Papathanassis, Bremerhaven University of Applied Science, Germany, Marco Antonio Robledo Camacho, University of the Balearic Islands, Spain and Aradhana Khowala, CEO of Aptamind Partners, London, UK. We would like to thank Andrew Agius Muscat and his team, including Tonio Cini, Mona Khalilieh, and Mattia Agius Muscat, for the organisational support provided and for hosting this research conference within the framework of the Mediterranean Tourism Forum and Foundation. Together, at the Mediterranean Tourism Knowledge Exchange and Policy Conference within the framework of the 10th Mediterranean Tourism Forum, we aspire to spark transformative conversations that inspire policy, action, strengthen collaboration, and pave the way in the Mediterranean SEA towards sustainability, meaningful experiences, and the ethical use of artificial intelligence.