AI Powers Personalized Travel: The Future of Tourism in a Digital World, Here’s What You Need to Know

Published on November 29, 2025

The adoption of Artificial Intelligence (AI) internationally in the tourism industry is revolutionizing the way tourists personalize and customize their travel experiences. This was one of the topics discussed during the 2025 Xianghu Dialogue of the World tourism Alliance held in Hangzhou, Zhejiang province. More than 400 tourism organizations, cities, and travel companies from 30 countries. The meeting focused on the future of travel, and the use of technology in travel experience.

AI’s Impact on Personalized Travel

During the event, experts discussed how AI is changing the landscape of tourism by providing tailored recommendations, enhancing customer service, and offering immersive experiences. AI-powered travel assistants are now able to design personalized itineraries for travelers, recommend local attractions, suggest sustainable travel options, and even provide instant answers to tourist inquiries.

One of the notable speakers at the event was Zhuang Zhuoran, CEO of Fliggy, Alibaba’s online travel platform, who highlighted the transformative role of AI in personalized travel services. Fliggy recently launched its AI travel assistant, AskMe, which helps travelers plan trips based on their specific preferences. For example, tourists can take a photo of a cultural artifact or landmark, and the AI assistant will provide detailed information and recommendations. According to Zhuang, AI is making it possible to deliver low-cost, high-quality, and personalized services on a large scale, marking a significant shift in how tourism services are delivered.

“AI will lead to a comprehensive, long-term transformation across the entire tourism industry,” said Sun Hui, secretary-general of the Tencent Culture and Tourism Research Institute. AI is already being integrated into a wide range of tourism services, including intelligent tour assistants, virtual tour guides, and immersive experiences using virtual and augmented reality (VR/AR). These technologies enable visitors to explore destinations in innovative and engaging ways, enhancing their overall experience.

Enhancing Travel Efficiency Through AI Integration

The efficiency of travel platforms has also seen significant improvement due to AI. Wang Wei, senior vice-president of Trip.com Group, discussed how AI has improved the user experience on their platform. By leveraging AI-driven algorithms, the platform now provides more accurate and personalized travel product recommendations based on users’ preferences and past behaviors.

Wang explained that AI helps identify trends, seasonal travel recommendations, and emerging products, allowing travelers to easily find what suits their interests. For example, AI might suggest water sports like surfing to young adults visiting a beach destination, while recommending family-friendly resorts with amenities like kids’ clubs to vacationing families. This shift to personalized recommendations is enhancing customer satisfaction and boosting sales for travel platforms.

AI’s Role in Boosting Global Tourism: China’s Digital Innovation

Sarah Wang, regional director for Asia at the World Travel and Tourism Council (WTTC), discussed how digital technologies such as AI, augmented reality (AR), and VR are reshaping the supply chain of the tourism industry. These technologies not only improve customer service but also offer immersive experiences that attract new types of travelers. She cited China’s innovative digital payment systems as a prime example of how technology has improved travelers’ experiences, making transactions easier and more seamless.

The rise of AI-powered services has also played a significant role in transforming inbound tourism to China. For example, the Chinese government’s recent expansion of visa-free coverage and improvements to visitor services have led to increased tourism, with more tourists seeking immersive cultural experiences rather than traditional sightseeing. These efforts align with the growing trend of travelers wanting more personalized, interactive, and culturally enriching travel experiences.

The Global Tourism Boom: Trends and Growth Forecast

The tourism industry is witnessing a rapid recovery, with global travel numbers steadily increasing. According to the WTTC, the travel and tourism industry is projected to contribute $16.5 trillion to the global economy by 2035, accounting for 11.5% of global GDP. China, in particular, is expected to contribute over 27 trillion yuan ($3.81 trillion) to the global economy through tourism. This growth will also support millions of jobs worldwide, including new roles in emerging fields such as AI-powered tourism services.

For countries like China, which have embraced AI and digital innovation, this growth is amplified by the increasing demand for immersive and culturally rich travel experiences. In particular, countries like Singapore have seen a rise in young travelers choosing eco-friendly, sustainable travel options, such as low-carbon hotels and green tours. These trends suggest that future tourism will be more sustainable, digitally enhanced, and personalized.

Regional Tourism Growth and New Travel Experiences

China’s recent tourism trends also highlight the growing importance of regional tourism. For example, events like the 9th Asian Winter Games in Harbin and the 12th World Games in Chengdu have significantly boosted tourism in these cities. As more travelers seek diverse and immersive experiences, the demand for regional destinations is expected to continue rising.

The tourism industry’s focus on sustainability and authenticity is reflected in the increasing popularity of eco-friendly and community-based tourism options. Tourists are now more interested in local cultures, unique experiences, and environmental consciousness than ever before, which has opened up new opportunities for growth in less traditional destinations.

Overcoming Challenges: AI’s Potential to Transform Tourism Workforce

Despite the booming growth of AI in tourism, challenges remain, particularly in the workforce. A shortage of qualified personnel in the tourism sector has emerged, exacerbated by the rise in demand for digital and tech-driven services. Experts argue that AI can help address this issue by automating certain aspects of customer service, such as booking and inquiries, while allowing human workers to focus on more complex tasks requiring creativity and emotional intelligence.

As AI continues to reshape the tourism sector, industry leaders stress the need for continuous innovation and investment in both technology and human resources. With the right balance, AI can significantly enhance the tourism experience, creating a more efficient, personalized, and immersive journey for travelers.

AI’s Transformative Role in Shaping the Future of Tourism

Travel personalization, efficiency, and immersion are three of the ways the tourism industry has been positively affected by AI. Using AI, virtual reality, and augmented reality, customers/clients benefit from technology which takes their individual preferences and tastes into account. The continued development of the tourism industry will see the commencement of new, previously unimagined business opportunities and the strengthened provision of under-utilized destinations in a more competitive globalized economy, with AI providing the key.