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AI-Tour: IMC Krems strengthens future skills in Austrian tourism

ResearchTourism and Leisure ManagementInnovation
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FFG-funded project equips the hotel and catering industry with practical AI expertise

Three out of four modules have already been completed, with the final module just around the corner: with the innovative qualification project AI-Tour, Austria’s tourism industry is taking a decisive step towards the future. The project, funded by the Austrian Research Promotion Agency (FFG), aims to prepare employees in the hotel and catering sector for the practical use of artificial intelligence (AI) – thereby safeguarding the long-term competitiveness of one of the country’s key industries.

The project team – Markus Eitle, Claudia Bauer-Krösbacher, Mattia Rainoldi, Reinhard Altenburger, Christian Maurer, Albert Stöckl, Stephanie Tischler, Desiree Schnauer and Gerhard Reisinger – is driving future skills in Austrian tourism through “KI-Tour”. Pictured from left to right are Gerhard Reisinger, Mattia Rainoldi, Claudia Bauer-Krösbacher, Markus Eitle and Denise Kleiss. Fully in line with the motto in the background: “Together we create the future”.

“The tourism sector faces major challenges such as skills shortages, digitalisation and sustainability. With AI-Tour, we demonstrate how artificial intelligence can help tackle these issues proactively while opening up new opportunities for businesses,” explains project leader Markus Eitle.

Under the leadership of Markus Eitle and Claudia Bauer-Krösbacher, IMC University of Applied Sciences Krems (IMC Krems) has taken on the development and implementation of four specialised training modules. Working with an interdisciplinary team of lecturers and in close cooperation with Gerhard Reisinger (Gastrosterne), the programme introduces concrete fields of AI application – ranging from human resource management to sustainable business practices, marketing & social media, and experience design.

Research meets practice: six companies as pioneers

Around 50 participants from six renowned companies form part of the qualification network. These include Naturhotel Forsthofgut in Leogang, Hotel Schloss Dürnstein, Hotel Der Berghof in Lech am Arlberg, IPP Hotels with several locations across Austria, as well as the Food Group by Erste and the Hotel Motto, both based in Vienna.

Sustainable impact beyond the project

The practice-oriented modules go far beyond imparting knowledge: several AI solutions have already been implemented within participating companies – including digital onboarding platforms for employees, an AI-supported workforce planning tool, and a multi-posting platform to centralise recruitment processes. Further pilot applications continue to emerge directly from the training sessions.
In addition, the developed content will be permanently integrated into teaching at IMC Krems. This ensures that not only project partners, but also students, benefit from the insights gained.

Final module and outlook

Following successful training sessions in Leogang, Vorarlberg and Vienna, the fourth and final module will take place in November 2025 at the Gozzoburg Krems. The focus will be on experience design with AI.
“Our aim is to provide tourism businesses with skills that not only deliver short-term solutions, but also secure long-term innovation and competitiveness,” emphasises Claudia Bauer-Krösbacher.
With AI-Tour, the close cooperation between academia and industry shows how the digital transformation of an entire sector can be driven forward – practical, sustainable and future-oriented.

 

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