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Appearances

Talks built on our own research.

Novitatis is a research-led voice on AI and the digital future of tourism. We speak in Hungarian and English, from conference keynotes to closed-door workshops with destination teams, and the talks now travel internationally. Every one is built on our own primary data, the same work that runs through our consulting, our peer-reviewed publishing and an active PhD on the team.

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What we speak about

01

Being found in the age of AI search

How destinations and providers get found, or get skipped, as search shifts from results pages to AI answers. We cover GEO and AEO, and why they are not the old SEO.

02

Online presence that sells

Why so many tourism businesses are technically online yet commercially invisible, and what closes that gap, from the Google ecosystem to the online visitor journey.

03

Data-driven destination management

Running a destination on live evidence, drawing on Hungary's national real-time tourism data system and the AI forecasting built on it.

04

Measurable sustainability

Turning digitalisation and the EU's green-claims rules into sustainability a destination can prove.

Where we've shown up.

Stay visible in the age of AI – talk (ÜKFP / VVVA)

Stay visible in the age of AI – talk (ÜKFP / VVVA)

2026 · Veszprém, Hungary (ÜKFP / VVVA event)

Hungary's real-time tourism analytics and AI

Hungary's real-time tourism analytics and AI

2026 · Perros-Guirec, Côtes d'Armor, Brittany, France

Cserkeszőlő tourism strategy

Cserkeszőlő tourism strategy

2026 · Baghy-Szinyei Merse Manor, Cserkeszőlő, Hungary

Adam Schmutz speaking at the Earth Day Conference with the “Digitalization ↔ Sustainability” slide (Lake Balaton, 2026) | Adam Schmutz presenting data on sustainability and digitalization trends at the Earth Day Conference | The Earth Day Conference audience during the talk (Smart Tour opening event, Lake Balaton, 2026)

Digitalisation and sustainability: Earth Day

2026 · Lake Balaton region, Hungary (Earth Day Conference – Smart Tour opening event)

Adam Schmutz during the recording of the DigiTurismo podcast AI episode in the TREND FM studio | Adam Schmutz talking about the role of AI in tourism on the DigiTurismo podcast | Adam Schmutz with the DigiTurismo podcast hosts in the TREND FM studio

AI solutions in tourism on DigiTurismo

2026 · Online (DigiTurismo podcast)

Adam Schmutz on the panel of the KULTKIKÖTŐ conference (Balatonföldvár, 2026) | Adam Schmutz gesturing while speaking on the KULTKIKÖTŐ conference panel | Adam Schmutz and Botond Boros (Visit Hungary) discussing tourism innovation at the KULTKIKÖTŐ conference | Botond Boros, Visit Hungary expert, on the panel at the KULTKIKÖTŐ conference | The audience of the KULTKIKÖTŐ conference during the panel | A question from the audience at the KULTKIKÖTŐ conference panel | KULTKIKÖTŐ – In the Same Boat Cultural Tourism Conference 2026 – conference badges

Innovation in tourism (KULTKIKÖTŐ panel)

2026 · Balatonföldvár, Hungary (KULTKIKÖTŐ – In the Same Boat conference)

Adam Schmutz moderating the “Competitive tourism – digitalization in everyday practice” panel at the Balaton365 workshop (Balatonkenese, 2026) | The panelists of the discussion at the Balaton365 workshop | A speaker at the Balaton365 workshop panel (Balatonkenese, 2026) | The panelists at the Balaton365 workshop

Competitive tourism: everyday digitalisation

2026 · Balatonkenese, Hungary (Balaton365 workshop)

The AI4tourism stand at ITB Berlin 2026 (Hall 6.1, Stand 248) – “From AI confusion to clear action” | Conversation at the AI4tourism stand at ITB Berlin 2026 | The AI4tourism stand in Hall 6.1 of ITB Berlin, with visitors | Visitors at the AI4tourism stand at ITB Berlin 2026 | Presenting the AI4tourism solution at the ITB Berlin 2026 stand

ITB Berlin 2026 with AI4Tourism

2026 · Berlin, Germany (ITB Berlin, Messe Berlin – Hall 6.1, Stand 248)

Adam Schmutz with the DigiTurismo podcast hosts during the tech-optimism episode | Adam Schmutz talking about digital maturity on the DigiTurismo podcast | Adam Schmutz during the DigiTurismo podcast recording in the TREND FM studio | Relaxed conversation during the recording of the DigiTurismo tech-optimism episode

Tech-optimism and digital maturity

2026 · Online (DigiTurismo podcast)

Why Balaton gastro firms don't sell online

Why Balaton gastro firms don't sell online

2025 · Turizmus Bulletin / Corvinus University of Budapest (online, open access)

01: AI training in the VisitBalaton365 training room in Keszthely; participants working on laptops, the AI slide on the screen, the map of Lake Balaton on the wall. 02: VisitBalaton365 DMO staff at the U-shaped tables during the AI training, in front of the Lake Balaton map wall. 03: Participants practicing AI tools on laptops during the training. 04: The full group of the training room at work. 05: DMO staff attentively following the AI training demo.

AI training for VisitBalaton365

2025 · Keszthely, Hungary (VisitBalaton365 DMO office)

The Visible Tourism stand at Tourism Summit 2025 (Bálna, Budapest) – “Stay visible, stay relevant, stay on the map.” | The Visible Tourism team at the stand at Tourism Summit 2025 | The Visible Tourism team at the Tourism Summit 2025 stand | A professional conversation at the Visible Tourism stand at Tourism Summit 2025 | Adam Schmutz talking with a visitor at the Visible Tourism stand at Tourism Summit 2025

Tourism Summit 2025 with Visible Tourism

2025 · Bálna, Budapest, Hungary (Tourism Summit 2025)

AI Opener: VisitBalaton365's AI journey

AI Opener: VisitBalaton365's AI journey

2025 · Edinburgh Futures Institute, The University of Edinburgh, Edinburgh, United Kingdom

01: The “Digital revolution in tourism” title slide on the screen on the event stage (Hévíz, 2025). 02–06: Adam Schmutz speaking about the digitalization of tourism, next to the DIGITALIZE (Interreg Europe) project banner.

Digital revolution in tourism

2025 · Hévíz, Hungary

01: Adam Schmutz giving a talk on package pricing at VisitBalaton365's Keszthely training center; in the foreground the “Package creation” canvas with participants' notes. 02: The Keszthely training room with the Lake Balaton map on the wall; participants at the two-day workshop, the title slide on the screen. 03: Small-group work next to the VisitBalaton365 banner and the projected canvas template. 04: Participants following a package example on the projector. 05: The Keszthely training room from above, participants at the U-shaped tables in front of the Lake Balaton map wall. 06: A small group working together on the package canvas. 07: Participants working over the package-planning template at the long table. 08: A lively discussion in a four-person group. 09: Workshop participants in a small-group consultation with notes and a canvas. 10: Participants at the training room table in front of the Lake Balaton map.

Package and product development workshop

2025 · Keszthely, Hungary (VisitBalaton365 destination management training center)

01: The workshop room at the Dobosi Estate Center, participants working on laptops, the online presence material on the screen. 02: The Dobosi Estate Center workshop venue with participants at the long tables. 03: Tourism providers working on their own online presence strategy on laptops. 04: A workshop participant speaking up, with “DOBOS 1721” bottles and laptops on the table. 05: A participant presenting the projected online presence tool/canvas. 06: Group work, with workshop tools and diagrams on the participants' laptops. 07: Participants looking at an online booking system (Flokk) interface on the screen. 08: Adam Schmutz and participants building an online sales/booking interface (Kormoran water tour, HUF 31,500) at the Dobosi workshop.

Online presence strategy workshop

2024 · Dobosi Estate Center, Szentantalfa, Hungary

Digital hospitality at Balaton: website study

Digital hospitality at Balaton: website study

2023 · Akadémiai Kiadó, Budapest (online edition, MeRSZ)

Digital presence of Tourinform offices

Digital presence of Tourinform offices

2023 · Villány, Hungary (National Tourinform Meeting)

01: Adam Schmutz speaking with a microphone in front of the CheckINN banner, with the audience in the foreground. 02: Adam Schmutz mid-talk, the CheckINN Tourism Innovation Hub banner in the background. 03: Adam Schmutz presenting to the workshop audience in front of the CheckINN backdrop. 04: The full lecture hall with the audience; Adam Schmutz on stage by the CheckINN banner. 05: Round-table discussion: Adam Schmutz and the moderator in front of the METU backdrop. 06: The participants of the workshop's round-table discussion in front of the Budapest Metropolitan University banner. 07: Adam Schmutz during a professional conversation in a break of the event.

Digital presence of Balaton providers

2023 · Budapest, Hungary (Budapest Metropolitan University – METU)

Balaton365 opener: digital visibility

Balaton365 opener: digital visibility

2023 · Budapest, Hungary (Novotel Budapest City, Mozart I–II. hall)

SMART Balaton: Balaton's digital future

SMART Balaton: Balaton's digital future

2023 · Online (SoundCloud)

Is Lake Balaton still analog?

Is Lake Balaton still analog?

2023 · Online (SoundCloud)

Formats

Keynote talk

A research-led talk for your conference or event.

Panel & moderation

We sit on the panel, or run it.

Workshop & training

Sessions that end with a plan your team can use.

Podcast & interview

A returning guest voice on AI and digital tourism.

Planning an event or a team session?

Tell us the audience and the date, and we will propose a talk.

Invite us to speak→