Artificial intelligence is the new electricity. It is not only changing tourism, it is rewriting the rules of the game. But while new tools and buzzwords are emerging every day, uncertainty is growing: where to start? What is hype, what is strategic necessity? And how do we utilise this powerful technology without losing the most important thing - the human connection to the guest? Prof. DDr. Roman Egger, one of the leading experts in this field, provides the long overdue compass for this new era. Comprehensible, well-founded and consistently focussed on practice, this book builds the decisive bridge between strategic foresight and concrete applicability. It is not a short-lived IT handbook, but a strategic guide for the designers of tomorrow. This book guides you safely through the complexity of new technologies and explains how machine learning and generative AI work in a way that empowers decision-makers without overwhelming them with technical jargon. The focus is consistently on the essentials: instead of chasing short-lived trends, you will learn to develop a clear mindset and integrate AI into your business goals in a meaningful way - from marketing to service to the future of work. This book is more than just a guide. It is a plea for courageous, responsible and human-centred tourism in the age of AI. For all those who not only want to manage the future, but actively shape it.