AI is redefining how people plan and experience travel. Instead of browsing endless lists, travellers now get tailored suggestions that fit their interests and personalities. Social media and booking platforms use AI to curate destinations, activities, and even local experiences that feel personal and authentic. This technology not only simplifies planning but also helps spread tourism beyond crowded hotspots by revealing hidden gems.

The next evolution is what experts call “agentic AI” — systems that don’t just recommend but act. These tools will automatically rebook flights, update itineraries, and make real-time adjustments when disruptions occur. The aim is frictionless travel, where logistics disappear into the background and the journey itself takes centre stage.

Yet this convenience raises a key question: does AI expand travellers’ freedom or quietly narrow their choices? The truth lies in balance. Personalisation can empower travellers, but unchecked algorithms risk limiting exposure to diverse options. Transparency, clear consent, and user control are essential. AI should guide, not dictate.

Trust will define the next phase of travel innovation. As data collection grows, travellers demand to know how their information is used. Ethical AI means explicit consent, explainable systems, and real opt-in choices. Especially as agentic AI begins acting autonomously, travellers must remain in control of their data and decisions.

Industry leaders argue that global standards are needed to guide AI’s role in tourism. This includes frameworks for privacy, fairness, sustainability, and workforce training. Responsible innovation ensures that technology enhances—not replaces—human connection.

AI is also transforming cultural exchange. By removing language barriers and curating meaningful local encounters, it enables deeper cultural understanding and shared prosperity. In countries investing heavily in AI and tourism, the technology supports local artisans, festivals, and small businesses, fostering inclusive growth.

Ultimately, the question is not whether to use AI, but how to use it ethically. Responsible systems must be transparent, accountable, and inclusive. As AI becomes more capable, the goal is clear: technology should serve people and promote genuine discovery, connection, and respect.

The future of travel is intelligent, adaptive, and human-centred—a new era where journeys are shaped by innovation with integrity.