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VisitMalta has launched TA SmartAssist, an AI assistant for North American travel advisers built into its Malta Experts training platform. It provides destination-approved information and marketing resources, and can help with itinerary planning and client communications.
Why it mattersThe tool was developed with TravPRO Mobile, according to eTurboNews. Advisers can also use it to create suggested itineraries, presentations and client communications, putting Malta’s own material within reach while they help customers plan a trip. Destination-approved answers may be more useful than a free-ranging web search, particularly when details need to stay on message. The practical test will be whether the information stays accurate and the suggestions help advisers serve travellers, rather than simply sell the destination.
Discuss: Should tourism boards use AI assistants to shape how advisers present a destination, or should those tools stick to neutral planning help?
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