OCTO launches new AI Advisory Board

 

NEW YORK, NY, May 28, 2026 – OCTO (Open Connectivity for Tours and Activities) today announced the creation of the OCTO AI Advisory Board, a new industry group designed to help the tours, activities and attractions sector navigate the rapid rise of artificial intelligence.

 

The initiative was originally conceived by the OCTO board and then proposed and promoted during a working session at the Arival Executive Summit during the Arival 360 | Valencia conference. The Executive Summit is where leaders across the in-destinations sector meet to collaborate on a variety of top-level issues that the industry is experiencing. One of these issues was the identification of the need for a coordinated approach to AI standards, adoption and innovation.

 

The AI Advisory Board will consist of 11 members selected by the OCTO Board of Directors. Its remit includes exploring how AI can improve OCTO’s documentation and tooling, advising on emerging technologies such as AI agents and MCP protocols, and helping ensure the OCTO standard evolves in step with an increasingly AI-driven distribution landscape. The group will also provide strategic recommendations to OCTO leadership and support member adoption across the ecosystem.

 

OCTO Executive Director Robin Harnish emphasized the importance of industry alignment as AI accelerates: “AI is changing how systems connect, how developers work and how travelers interact with experiences,” she said. “This advisory board gives us a structured way to explore those opportunities and challenges with the people who are closest to the technology and the industry.”

 

Bruce Rosard, co-founder of Arival, added: “OCTO was originally born out of a series of industry meetings between technology and distribution companies that were hosted at Arival Events. Arival continues to host OCTO meetings at each of its events around the world. We have always believed in the mission and have been proud to support the organization. Seeing a conversation at the Executive Summit at Arival 360 | Valencia turn into a fully formed AI Advisory Board in under a month is a clear sign of what industry collaboration can achieve.

 

The AI Advisory Board is designed as a volunteer body for OCTO member organizations. Members will serve a 12-month term, with a light initial time commitment as the group defines its operating model. Participation includes recognition on OCTO’s website, opportunities for thought leadership and a direct voice in shaping how OCTO approaches AI strategy.

 

The initiative reflects a growing need for shared frameworks as AI adoption accelerates across travel. By grounding the effort in the collaborative environment of the Arival Executive Summit, both organizations aim to ensure that the sector’s approach to AI is practical, inclusive and aligned with the needs of operators, distributors and technology providers.

 

OCTO members interested in joining the AI Advisory Board can submit their interest through the form linked in the charter.