I started my career writing code, and I’ve kept one habit: testing tools myself before talking about them. Since 2024, that’s what I’ve been doing with AI for tourism. I share what I learn in talks and in my newsletter, IA, Tech & Travel Café, both in French.
In my day job, I head the digital department at Agence Régionale du Tourisme Grand Est. So I also know the less visible side of tourism: data. And that’s where destinations win or lose visibility, now that travelers turn to AI for answers.
I also post regularly on LinkedIn, where 5,800+ people follow me. In French. Follow me on LinkedIn (opens in a new tab)
More than twenty talks since 2024, for tourism boards, travel agencies, students, and decision-makers, in France and across the French-speaking world. Talks are delivered in French.
Next Tourisme Les Entreprises du Voyage L’Echo Touristique ADN Tourisme Sorbonne Université Grands Remous, Québec Rencontres nationales du e-tourisme Rencontres de l’Ardenne Trophées du Tourisme en Côtes d’Armor Association des Directeurs de Golf de France Syndicat des Loisirs Actifs
AI: a new touchpoint with visitors
AI: getting the most out of Claude for travel businesses
Staying visible when AI answers everything
(opens in a new tab)Four convictions shaped by experience, hands-on testing, and feedback from the field.
01
Opening hours, addresses, phone numbers… like it or not, AI tools already pull them from Google, Booking.com, or Tripadvisor. Destinations have every reason to focus on what these platforms don’t know well, such as actual access conditions or seasonal constraints. That’s where they can stay one step ahead, provided they structure this knowledge.
02
As AI spreads, it produces content that looks increasingly alike. Once it becomes commonplace, the difference will lie in what it can’t do, in what can’t be automated… like welcoming a visitor or telling the story of a place with sincerity and lived experience.
03
I strongly believe in these three values, in this exact order. First, be pragmatic, because waiting until you’re certain means never moving forward. Then, learn by doing. And be willing to backtrack. Decisions made today, in an extremely fast-moving context, will inevitably be called into question within three to six months. One thing is certain: structuring quality data will pay off no matter what.
04
Automation, traditional AI, generative AI, agentic AI… Four approaches that often get lumped together under one label. Yet they are very different, with nowhere near the same maturity, the same power, or, above all, the same risks. We often talk about generative AI, then apply the same conclusions to all the others…
Written in September 2026. This will evolve, inevitably. I explore these ideas every month in my newsletter (opens in a new tab), in French.
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