Published on November 29, 2025
The international adoption of Artificial Intelligence (AI) in the tourism sector is rapidly transforming how travelers personalize their experiences. This topic was a focal point at the 2025 Xianghu Dialogue of the World Tourism Alliance, held in Hangzhou, Zhejiang province, which attracted over 400 representatives from tourism organizations, cities, and travel companies across 30 countries. The conference centered on the future of travel and the role of technology in shaping travel experiences.
Experts at the event elaborated on how AI is altering the tourism landscape by enabling tailored recommendations, improving customer service, and facilitating immersive experiences. Advanced AI travel assistants can now create personalized itineraries, recommend local attractions, suggest sustainable travel options, and provide real-time answers to traveler queries.
Zhuang Zhuoran, CEO of Fliggy, Alibaba’s online travel platform, highlighted AI’s pivotal role in enhancing personalized travel services. Fliggy has recently introduced its AI travel assistant, AskMe, designed to help travelers plan their trips according to specific preferences. For instance, tourists can take a photograph of a cultural artifact or landmark, and the AI will deliver detailed information and relevant recommendations. Zhuang noted that AI allows for the delivery of low-cost, high-quality, and highly personalized services on a wide scale, marking a significant shift in tourism service delivery.
“AI will lead to a comprehensive, long-term transformation across the entire tourism industry,” stated Sun Hui, secretary-general of the Tencent Culture and Tourism Research Institute. AI is increasingly being integrated into various tourism services, including intelligent tour assistants and immersive experiences utilizing virtual and augmented reality (VR/AR). These technologies empower visitors to explore destinations in novel and engaging ways, thereby enhancing their overall experience.
The efficiency of travel platforms has also markedly improved, according to Wang Wei, senior vice-president of Trip.com Group. He explained that AI-driven algorithms enhance user experience by providing more accurate and personalized travel product recommendations based on user preferences and historical behavior.
AI identifies trends, seasonal travel recommendations, and emerging products, aiding travelers in discovering options that cater to their interests. For example, AI might recommend water sports like surfing to young adults visiting coastal destinations, while suggesting family-friendly resorts with amenities such as kids’ clubs to vacationing families. This shift towards personalized recommendations is not only elevating customer satisfaction but also driving sales for travel platforms.
Sarah Wang, regional director for Asia at the World Travel and Tourism Council (WTTC), spoke about the transformative potential of digital technologies like AI, augmented reality, and VR in reshaping the tourism supply chain. These innovations enhance customer service and create immersive experiences that appeal to new types of travelers. She cited China’s advanced digital payment systems as illustrative of how technology can streamline transactions and enhance travelers’ experiences.
The emergence of AI-powered services is also significantly affecting inbound tourism to China. Recent government initiatives, including the expansion of visa-free travel and improved visitor services, are attracting more tourists interested in immersive cultural experiences rather than traditional sightseeing, aligning well with the growing demand for personalized and interactive travel.
As global travel numbers continue to recover, the tourism industry is poised for substantial growth. The WTTC projects that the travel and tourism sector will contribute $16.5 trillion to the global economy by 2035, equivalent to 11.5% of global GDP. China is expected to add over 27 trillion yuan ($3.81 trillion) to the global economy from tourism, creating millions of jobs worldwide, including roles in emerging fields such as AI-driven tourism services.
Countries like China that have embraced digital innovation stand to benefit significantly, particularly from the rising demand for immersive and culturally rich travel experiences. In places like Singapore, a growing number of young travelers are opting for eco-friendly, sustainable travel choices, including low-carbon hotels and green tours. These trends indicate that the future of tourism will be marked by sustainability, digital enhancement, and personalization.
Regional tourism is also gaining traction, with events like the 9th Asian Winter Games in Harbin and the 12th World Games in Chengdu dramatically boosting local tourism. As travelers increasingly seek diverse and immersive experiences, demand for regional destinations is expected to rise further.
The industry’s emphasis on sustainability and authenticity is reflected in the growing popularity of eco-friendly and community-based tourism options. Tourists are increasingly interested in local cultures and unique experiences, creating new growth opportunities in less traditional destinations.
However, challenges persist, particularly regarding workforce shortages within the tourism sector, which have been exacerbated by the demand for tech-driven services. Experts suggest that AI can help alleviate these issues by automating routine customer service tasks, such as handling bookings and inquiries, freeing human employees to tackle more complex responsibilities that require creativity and emotional intelligence.
As AI continues to reshape the tourism landscape, industry leaders stress the importance of ongoing innovation and investment in both technology and human resources. With a balanced approach, AI has the potential to significantly enhance travel experiences, creating more efficient, personalized, and immersive journeys for travelers.
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