AI Takes Center Stage at 2025 Xianghu Dialogue: The Future of Smart Travel

Published on November 29, 2025

At the 2025 Xianghu Dialogue of the World Tourism Alliance, industry leaders and experts gathered in Hangzhou, Zhejiang province to explore the infinite possibilities of tourism through the lens of artificial intelligence (AI). With the theme “Beyond Boundaries: Exploring Infinite Possibilities of Tourism,” the event focused on how AI-driven technologies are revolutionizing the travel industry, from personalized itineraries to sustainable travel solutions, and enhancing the overall customer experience.

Around 400 representatives from international organizations, tourism authorities, travel enterprises, and online agencies, spanning 30 countries and regions, came together to discuss key issues shaping the future of tourism. The dialogue featured insights on AI’s role in sustainable tourism, cross-sector integration, and how digital tools are empowering both the industry and travelers.

Zhuang Zhuoran, CEO of Fliggy, Alibaba’s online travel platform, emphasized that tourism is fundamentally people-centered, with the most valuable experiences coming from genuine, human interaction. According to Zhuang, the integration of AI allows travel services to be more cost-effective while offering personalized solutions at a larger scale, thus making it a game changer for the tourism sector. Fliggy’s recent launch of the AI travel assistant AskMe, which offers tailored trip planning and real-time assistance to travelers, is an example of this transformation.

AI and Sustainable Travel: The Future of the Tourism Industry

One of the standout features discussed at the event was AI’s contribution to sustainable tourism. Sun Hui, Secretary-General of the Tencent Culture and Tourism Research Institute, highlighted AI’s role in improving visitor experiences at cultural sites, museums, and tourist destinations. The use of virtual tour guides, immersive VR/AR experiences, and intelligent tour assistants are just some of the ways technology is enhancing both sustainability and engagement within the tourism ecosystem.

Tourism businesses are also adopting AI to streamline operations, helping to better manage crowd control and resource consumption, which is crucial for promoting eco-friendly tourism. This integration of AI ensures that visitors can have rich, educational experiences without compromising the environmental integrity of their destinations.

Wang Wei, Senior Vice President at Trip.com Group, discussed how AI has significantly enhanced the efficiency of travel platforms. He shared how data algorithms powered by AI can suggest personalized recommendations, identify emerging travel trends, and pinpoint destinations tailored to the preferences of individual travelers. AI makes it possible for platforms to offer relevant and timely options to users, whether they’re looking for adventurous beach holidays, family resorts, or cultural explorations.

Wang’s insights showcased how AI has revolutionized customer interactions on platforms like Trip.com, allowing users to quickly access travel recommendations, book accommodations, and secure transport—all personalized to their preferences, making travel planning both convenient and efficient.

Digital Technology Drives Transformation in the Travel Industry

Sarah Wang, Regional Director for Asia at the World Travel and Tourism Council (WTTC), also noted the significant role digital technologies, including AI, augmented reality (AR), and virtual reality (VR), have played in transforming the travel experience. These technologies not only enhance customer service but also streamline the supply chain of the tourism industry.

The WTTC forecasts that by 2035, the global travel and tourism sector will contribute $16.5 trillion to the world economy, accounting for 11.5% of global GDP. In China, the travel industry alone is expected to generate over 27 trillion yuan, which will account for 14% of the country’s GDP. This growth is largely attributed to the innovative use of digital tools, with AI playing a pivotal role in shaping the future of travel.

The use of financial technology is also improving the way travelers make payments, citing the successful application of China’s digital payment systems as a prime example. With this seamless integration of digital payment solutions, travelers are empowered to enjoy a frictionless experience from booking to checkout, enhancing the overall journey.

Immersive Travel: Young Travelers Seek Authenticity and Sustainability

In a report released at the event, it was revealed that international tourists are increasingly seeking immersive travel experiences rather than traditional sightseeing tours. Young Singaporean travelers, for instance, are increasingly drawn to China, particularly for its rich cultural experiences such as local cuisine, sports events, and eco-friendly hikes. This trend is supported by vibrant travel content shared across social media platforms, further inspiring the next generation of global tourists.

Charles Tan, Secretary-General of the National Association of Travel Agents Singapore, highlighted that young travelers now value sustainable development in tourism. They prefer low-carbon hotels, eco-friendly transport, and destinations that prioritize green initiatives. This new wave of travelers is more conscious about the environmental impact of their trips and seeks experiences that promote sustainable tourism.

AI and Cultural Transformation: A New Era of Travel

The future of tourism, as discussed at the Xianghu Dialogue, is one of transformation and connection. By integrating AI into all aspects of tourism—from immersive virtual experiences to personalized itineraries—the industry is making travel more accessible, sustainable, and culturally enriching. Technology is not replacing human connection but enhancing it, allowing travelers to explore destinations in ways that were never before possible.

As tourism continues to evolve, AI will be at the forefront, shaping a new era where technology and culture coexist to offer richer, more tailored experiences. The 2025 Xianghu Dialogue clearly demonstrated that the future of tourism is not just about expanding boundaries, but also about creating deeper connections and more meaningful experiences for travelers worldwide.