About UNWTO
UN Tourism is the United Nations agency responsible for the promotion of responsible, sustainable and universally accessible tourism.Activities by UNWTO
Artificial Intelligence Adoption in Tourism – Key Considerations for Sector Stakeholders
Global Not ApplicableArtificial intelligence (AI) is transforming tourism, enhancing efficiency and reshaping travel experiences. This report explores AI's multifaceted impact, offering insights for industry leaders, policymakers, and academics on current trends, opportunities, and challenges. It emphasizes the need for a collaborative, inclusive approach to AI adoption, given the sector's multi-stakeholder nature. Featuring case studies from UN Tourism Affiliate Members, it highlights diverse AI applications, showcasing how stakeholders can leverage innovations to enhance service delivery and create value in the tourism sector.
Activity Type AI Tools/SolutionsResearch/Reports/AssessmentsInfrastructure/Systems DevelopmentNetworks/Mentorship/ExchangeUnited for Smart Sustainable Cities (U4SSC)
Global Not ApplicableU4SSC is a global UN collaboration that supports cities in advancing the SDGs by promoting people-centered, digitally inclusive, and climate-resilient urban development. It provides guidance on integrating ICTs and AI into city operations and has developed a globally recognized set of KPIs for smart sustainable cities, implemented in more than 250 cities worldwide.
Activity Type Research/Reports/AssessmentsPolicy/Regulatory GuidanceAwareness/AdvocacyNetworks/Mentorship/ExchangeArtificial Intelligence Adoption in Tourism Key Considerations for Sector Stakeholders
Global Saudi Arabia
In an era of rapid technological advancement, artificial
intelligence (AI) has emerged as a revolutionary force,
reshaping industries and redefining human interactions
with technology. The tourism sector, known for its
dynamic nature and customer-centric focus, stands
at the forefront of this AI-driven transformation. From
personalized travel recommendations to automated hotel
services, AI is not just enhancing operational efficiency
but fundamentally altering the way travellers experience
their journeys.
This report delves into the multifaceted impact of AI on the
tourism sector and, in particular, the hospitality industry. It
aims to provide stakeholders – including industry leaders,
policymakers, technologists and academics – with a
thorough understanding of the current landscape, future
possibilities and critical considerations surrounding AI
adoption in this sector.
Subsequently, it provides key considerations at a general
scale and recommendations for specific stakeholders in
the tourism supply chain.
Given the current – and potential wide-range –
possibilities of AI, and the multi-stakeholder nature
of the tourism sector itself, it is important that the
implementation of AI in this sector follows a collaborative
and inclusive approach. To this end, the publication
includes a set of case studies provided by UN Tourism
Affiliate Members that reflect diverse applications of AI
in tourism, showcasing how various stakeholders can
benefit from and adopt AI-driven innovations.
AI Impact Analysis on Tourism Jobs and the Future of Tourism with Special Focus on Saudi Arabia
Global Saudi Arabia
AI Impact Analysis on Tourism Jobs and the Future of Tourism — with Special Focus on Saudi Arabia (2nd Edition, 2026) is a joint report by UN Tourism and Saudi Arabia's Ministry of Tourism, developed with Prince Sultan University, Amadeus, and The Metaverse Institute. The 64-page study examines how artificial intelligence is reshaping employment across the tourism sector, linking global AI trends to Saudi Arabia's Vision 2030 workforce goals. Drawing on expert interviews with 16 senior professionals from 12 countries, academic research, and sector data, it analyzes which jobs are most exposed to automation (waiters, receptionists, housekeepers, travel agents), which new roles are emerging (AI travel advisors, destination managers, ethicists, accessibility coordinators), and how the workforce can be prepared through targeted upskilling.
The report sets out ten strategic priorities and ten emerging opportunity areas for Saudi Arabia, spanning medical, religious, screen, and business (MCCI) tourism, alongside robotics, digital currencies, and AI-powered global marketing. It highlights live Saudi deployments like SARA (the AI travel companion), HUMAIN (the new USD 10 billion national AI company), and SDAIA's crowd-management platforms for Hajj and Umrah, while cautioning that high AI adoption without a prepared workforce risks disruption and inequality. The core message: AI should amplify,not replace ,human hospitality, and Saudi Arabia has a near-term window to become a global reference for AI-powered tourism that is efficient, inclusive, and culturally rooted.