Spain is leading Europe in Artificial Intelligence (AI) adoption for vacation planning, as revealed by the 2025 Europ Assistance-Ipsos barometer. The study shows that 20% of Spanish travelers use AI tools for organizing holidays, surpassing the 16% European average. Popular AI applications include accommodation searches (48%), destination information (47%), and itinerary planning (37%). Additionally, 26% of Spanish respondents intend to utilize AI for future travel, compared to 21% across Europe. Despite this growth, 39% of travelers in Spain remain uncertain about AI adoption, indicating concerns around trust and data privacy. The findings reflect a shift from traditional travel methods to digital solutions, enhancing the overall traveler experience. Spain’s proactive stance on integrating AI underscores the country’s readiness to adapt to new technologies in tourism, emphasizing a growing interest in smart travel solutions while noting the need for increased familiarity and trust in these tools.
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