Artificial intelligence: angel or demon? What is the situation in the tourism sector? Whether in recruitment, marketing or consultancy, this innovation brings both positive elements and additional risks. It's not a question of dismissing it, but rather of better understanding and retaining the useful and important elements that will condition the way we work and shape the tourism of tomorrow. The 5th Montreux International Tourisme Forum (MITF) will once again look at these links and connections, as well as other issues of interest to tourism and tourism professionals, particularly in the Franco-Swiss region of the Lake Geneva Basin. In the current climate of transition, those in charge of the various tourism and hospitality sectors need to get together and discuss possible future developments and changes to existing models, in order to work together to find the best solutions. Bring your knowledge, your questions and your projects, and join in the discussions with the various speakers to develop the essential ideas and exchange best practice that will enable us to face up to and respond to all these new and renewed challenges.