Create visitor value while safeguarding residents, institutions and public trust. An executive masterclass for tourism authorities, DMOs and ministries.
Destinations are being offered AI services that combine bookings, tickets, transport and mobile location data. That data is more personal than it looks: in a study of 1.5 million mobile users, four points in space and time were enough to identify 95% of people (de Montjoye et al., Scientific Reports, 2013). Regulators act on it: in April 2024 the US Federal Trade Commission barred a data broker from selling sensitive location data. In the EU, people must be told when they are interacting with an AI system from August 2026. A public body that gets this wrong loses more than a project.
Tourism authority and DMO executives, ministry officials, and public-sector policy, legal, procurement and technology leaders. 8–25 participants.
• Frame the public value of an AI initiative and who bears its risks.
• Map the data flows behind a destination AI service and flag what needs counsel's attention.
• Tier destination use cases (allow, approve with conditions, or restrict) by their risk to visitors and residents.
• Decide in a three-round executive simulation covering data, public trust and procurement, where saying no is as legitimate as saying yes.
• Your team's Public Trust Readiness profile, before and after
• A Destination Data Flow Map for a live initiative
• A Public Trust Decision Gate with pre-defined criteria
• A Contract Clause Bank for AI and data procurement
• A 90-day charter running to a go-live decision and a published review
• The Excel tool behind all of the above, and a 60-minute follow-up 30 days later
15-minute pre-work · 150-minute session with a break, in person or live virtual · 60-minute virtual follow-up. Available on its own or as part of the Destination & Tourism Leadership series.
Grounded in research and policy. Public value theory, collaborative governance, mobility privacy research, OECD guidance on government AI and the NIST AI Risk Management Framework.
Burcin Turkkan Zencirli, M.B.A., CHE, founded and led an international hospitality training and talent-mobility company for more than 25 years, working with more than 150 hospitality partner organizations. A former World President of Skål International and co-chair of the AI Ethics & Governance Subcommittee of the HFTP AI Council, she is a doctoral candidate at UCF's Rosen College of Hospitality Management, researching AI in hospitality recruitment.
Tell us about your team and the decisions in front of you. We'll reply within two working days to arrange a 20-minute briefing call.
New Era masterclasses are independent executive education. They are not endorsed or accredited by any organization cited, and they are not legal, financial or employment advice.
© 2026 New Era Business Innovation & Management Consulting. Programme designs, frameworks and materials are proprietary.
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