MB Mark Bugeja Contact
Academic · University of Malta

Perception
& Mobility

Research and teaching at the intersection of Artificial Intelligence, Computer Vision and the lived experience of Tourism and Transport.

35.8989° N, 14.5146° E 10+ years experience

About
the work

Where machine learning meets the real-world friction of moving people, telling stories about places and helping the public understand new tools.

I am an academic and researcher at the University of Malta, with a PhD in Computer Vision applied to Intelligent Transport Systems. My work sits at the intersection of Artificial Intelligence, Computer Vision and Digital Tourism, with a focus on putting machine learning to practical use in tourism, transport and heritage.

Alongside teaching at the Department of Tourism Management, I contribute to AI Għal Kulħadd (AI4All), Malta's National AI Literacy Programme. I also sit on the board of the 3CL Foundation.

My approach is shaped by over ten years of work across industry advisory and applied projects in Malta. Earlier roles include Head of R&D at the Institute of Tourism Studies and research positions within the Department of Artificial Intelligence at the University of Malta.

Research
Focus

Four interconnected areas where I publish, advise and teach. Each draws on applied work in Malta and contributes to wider international scholarship.

01 / Tourism

Digital Tourism

Applying machine learning to the visitor experience. Research interests include mobile city exploration, review behaviour and how digital tools shape tourist decisions in destinations like Malta.

Smart Destinations Visitor Experience Tourism Tech
02 / Literacy

AI Literacy & Public Understanding

Making AI more understandable to people who do not work in AI. Active contributor to AI Għal Kulħadd, Malta's national AI literacy programme.

AI Għal Kulħadd AI4All Curriculum
03 / Vision

Computer Vision

Object detection, dataset design and weak supervision for real-world scenes. Published work covers traffic monitoring, face processing bias and saliency datasets.

Object Detection Datasets Fairness
04 / Mobility

Intelligent Transport Systems

Vehicle detection, queryable video analysis and adaptive transport management. This was the focus of my PhD and continues to inform my work on tourist mobility.

ITS Imitation Learning Traffic

Strategic
Impact

Advisory and applied work shaping how Malta builds digital infrastructure for tourism, transport and heritage.

Ecosystems

Infrastructure for Tourism Education

Oversight of large-scale digital ecosystems including Student Information Systems (SITS) and internal web applications at ITS. Led the development of national-level workforce platforms to provide transparent credentialing and seamless user experiences for the tourism industry (Skills Pass).

Heritage Tech

AI & XR in Cultural Heritage

Technical consultancy for major digital tourism projects, including the digitisation of historical heritage sites. Advised on the adoption of AI and emerging technology like XR in the Tourism, Transport and Heritage space, including evaluation of vendor technical proposals and design of validation frameworks.

Active
Teaching

Undergraduate modules at the Department of Tourism Management, University of Malta.

TTC2102

e-Tourism

Undergraduate · Fall 2025
TTC2241

Design the Tourist Experience

Undergraduate · Winter 2026
TTC3107

Web and its Applications in Tourism, Culture and Heritage

Undergraduate · Winter 2026

Publication
Archive

Peer-reviewed journals, conferences and book chapters. Filter by topic.