Dublin City Council partners with OpenAI for ‘smart tourism’ initiative

Technology could be used to create bespoke travel plans

Dublin City Council has teamed up with artificial intelligence company OpenAI as part of a “smart tourism” initiative to demonstrate how AI can help with more personalised travel recommendations.

The partnership will include the co-development of a proof of concept itinerary planner for Dublin to showcase cultural and heritage experiences in the city. The planner, which is a collaborative project between Dublin City Council, OpenAI and Dublin based data consultancy Data & Design, has been designed to show how AI could create bespoke trips and itineraries, instead of generic to do lists in cities.

“Our AI technologies, including GPT-4, have great potential to enhance how people explore and experience destinations,” said OpenAI’s vice-president of global affairs, Anna Makanju. “We look forward to working together to create innovative solutions that will benefit visitors and cities alike.”

The move comes following Dublin’s designation as EU Capital of Smart Tourism for 2024. The title is granted to a city which “demonstrates an extraordinary commitment to shaping the future of sustainable and innovative tourism”. Dublin was chosen from a pool of 30 candidates from 17 countries, with Dublin shortlisted alongside Cork, Bremerhaven in Germany, the Italian city of Genoa, Helsingborg in Sweden and Spain’s San Sebastián.


Dublin is also set to host a workshop in September on using AI in tourism, from city promotion and destination branding to engagement and itinerary planning.

“We are delighted to partner with OpenAI to support Dublin and European cities to realise the potential of AI to transform tourism experiences and offerings,” said Lord Mayor of Dublin Daithí de Róiste. “Through our EU Capital of Smart Tourism Designation we also look forward to welcoming city destination leaders to Dublin in September for a unique AI and tourism mentoring workshop to support their innovation programmes”

Ciara O'Brien

Ciara O'Brien

Ciara O'Brien is an Irish Times business and technology journalist