The Future of Sustainable Tourism in the Age of Artificial Intelligence

Abstract

Artificial intelligence (AI) is a cutting-edge technology that is rapidly advancing and widely adopted across all areas of life and business, including tourism (Zvaigzne et al., 2025). As AI technology progresses, its integration into the tourism is transforming operations and customer experiences (Dogru et al., 2023). This shift affects every stage of the tourist journey, fostering the creation of innovative services through the seamless fusion of physical and virtual elements (Grundner & Neuhofer, 2021). AI is transforming tourism beyond just convenience, driving a fundamental shift in how services are designed, delivered, and experienced (Mishra, 2024). Tourism companies are increasingly adopting AI to save time, reduce costs, improve service quality, and transform business models, thereby boosting productivity, efficiency, and profitability (Samara et al., 2020). Key AI applications in tourism include search and booking engines, demand forecasting, virtual agents, chatbots, robots, autonomous vehicles, service automation, and augmented and virtual reality (Huang, Chao, et al., 2022; Doborjeh et al., 2022; Knani et al., 2022). These innovations enhance operations while delivering personalized, immersive experiences that cater to modern travelers’ expectations (Mishra, 2024).