Nicolas
François

For over 20 years, I've been supporting organizations through their digital transformation, including 13 years dedicated to tourism. As Digital Director at Agence Régionale du Tourisme Grand Est, I lead Explore Grand Est, a platform bringing together 2,200+ partners, recognized at the UX Awards and the Trophées de la Communication Digitale.

I also know tourism from a less visible angle: data. Information systems, DataTourisme, structuring destination content. This is where destinations become discoverable — at a time when travellers increasingly turn to AI for answers.

Based in France, I work at the crossroads of AI and tourism, bringing a European perspective to an industry largely shaped by North American narratives. Since 2024, I test AI for tourism and share what I learn in my newsletter and on LinkedIn — no jargon, no magic promises. That's the spirit of IA, Tech & Travel Café, an independent project now followed by 3,000+ tourism professionals.

I believe AI is a powerful lever for tourism — provided we approach it with method, critical thinking, and a bit of humility. In 2025, I earned my MIT Professional Education certification in Agentic AI and joined the network of Ambassadors of France's "Osez l'IA" national initiative, led by the French Ministry of Economy, representing the tourism sector on these issues.