The global tourism industry continues to transform to offer visitors ever richer and more personalized experiences. In this dynamic, many countries are banking on cutting-edge technologies, notably generative artificial intelligence (generative AI), which is gradually establishing itself in the travel sector and could become essential by 2025. How are tourist destinations exploiting these innovations, and what challenges do they encounter?
Generative AI, a valuable marketing tool
More and more players in the tourism and travel sector are adopting advanced technologies, such as generative AI, to anticipate travelers’ expectations. This allows the country’s resources to be optimized accordingly.
According to a study carried out by Amadeus among 300 IT decision-makers across ten countries, 46% of professionals consider generative AI a priority for the next year. 51% say this technology is already influencing their market, while 36% plan to adopt it soon.
Among the pioneering countries is Spain, where this technology has been used mainly in Madrid since April 2024. The city launched VisitMadridGPT, a virtual assistant intended to answer visitors’ questions before and during their stay. This assistant therefore constitutes a valuable source of information for the tourist office.
Undeniable advantages
Through applications and platforms based on generative AI, such as VisitMadridGPTtourist offices can enrich the visitor experience. They benefit from personalized recommendations, 24/7 support for information and translations, tailor-made itinerary planning, as well as the ability to adapt in the event of the unexpected.
Amadeus research reveals that top applications of generative AI in the industry include booking assistance (53%), personalized recommendations (48%), content creation (47%), and collection post-trip review.
These tools allow tourism professionals to better understand visitor expectations by analyzing searches carried out to identify keywords or trends. This data is then used in promotional campaigns and strategies.
Constraints that hinder the adoption of generative AI
Although generative AI is well received, several obstacles slow its spread. According to the Amadeus study, 35% of decision-makers believe that technology has shortcomings when it comes to data security. Furthermore, 34% report a lack of expertise to work with these new technologies, 33% cite the absence of adequate infrastructure, and 41% say they do not have the necessary budgets and resources.
Despite these challenges, Sylvain Roy, CTO of Amadeus, highlights the importance for the tourism sector ofadopt generative AI responsibly, to ensure data security and information reliability.
In France, initiatives such as those of Club Med and the Tourism Development Agency with the “MarIAnne” tool are already in place, while Air France is exploring various internal digital assistants. With the acceleration of technological investments, many European countries are gradually integrating generative AI to enrich the visitor experience. The European Union could facilitate this transition through programs to support digital innovation.
