AtExplore 2026 in Las Vegas, artificial intelligence was at the heart of virtually every discussion. While Expedia Group's announcements largely focused on platforms, APIs, and conversational assistants, another presentation particularly caught my attention: that of Loïc Chovelon, CEO of Provence-Alpes-Côte d'Azur Tourisme.
In an interview with InfosTourisme, he explains why tourist destinations must now prepare their data, improve their connectivity and work with major platforms in order to remain visible in a tourism industry increasingly driven by artificial intelligence.
▶️ Discover the full interview:
Artificial intelligence is already changing the rules of tourism
For Loïc Chovelon, it is no longer simply a new technological tool.
"Today, some still consider artificial intelligence to be just a new tool. In reality, it's a true revolution."
According to him, this revolution directly affects tourist destinations, which must now consider how their content will be understood by the future artificial intelligence used by travelers.
This vision is also in line with several trends observed during Explore 2026 where Expedia Group presented numerous developments around artificial intelligence, personalization and conversational platforms.
Data is becoming a strategic asset
One of the main issues raised during the interview concerns the quality of the data.
The South Region now has a common tourist database fed by all the tourist offices in the territory.
The objective is clear: to provide platforms with reliable, structured and regularly updated information.
"We want to provide our own data to their artificial intelligence."
For Loïc Chovelon, it is essential that artificial intelligences rely on official data produced by destinations rather than on information automatically retrieved from the Internet, the quality of which can vary.
This issue could quickly become strategic as AI agents take on a more prominent role in travel research and booking.
Mobility must be integrated into the traveler's journey
Another priority mentioned was the integration of land transport into booking platforms.
Today, a traveler can book their flight, hotel, or activities.
But according to Loïc Chovelon, an essential part of the experience is still missing:
"Tomorrow, we want travelers to also be able to add a train journey, for example from Nice to Monaco or from Marseille to Nice."
This approach also addresses the objectives of decarbonizing tourism.
The more integrated the traveler journey is, the easier it will be to offer more sustainable mobility solutions.
A long-term partnership with Expedia Group
The Southern Region has been collaborating with Expedia for many years.
For its leader, this relationship goes far beyond the scope of simple marketing campaigns.
The data, market analysis, media investments and advertising tools offered by Expedia help local professionals achieve international visibility.
"It's a true partnership."
Loïc Chovelon also points out that Expedia teams participate directly in the financing of certain promotional campaigns conducted by the destination.
Beyond the technological challenges, artificial intelligence is also being considered as a lever for making tourism more sustainable. For Loïc Chovelon, the priority remains clear:
"Our main objective is to decarbonize the tourism industry."
According to him, this transformation involves, in particular, a simpler, better integrated traveler journey capable of promoting more environmentally friendly mobility solutions.
What tourism professionals need to know
This interview confirms several strong trends already observed throughout Explore 2026.
- Data is becoming a strategic issue for destinations.
- AI platforms will need reliable and structured data.
- Mobility and transport should gradually be integrated into booking processes.
- Partnerships between destinations and platforms are becoming increasingly technology-driven.
- Artificial intelligence is already transforming the way destinations prepare for their future visibility.
Through this vision, the South Region shows that beyond the tools, the real transformation now concerns the quality of data, connectivity and the ability of destinations to interact with the platforms that will feed the future AI agents of travel.
➡ Find all our special Explore 2026 coverage here:
https://infostourisme.com/explore-2026
