Future of tourism human-centered

Tourism has always been one of the most powerful tools for human connection. As the most human-centered of all economic sectors, it brings together people, cultures and ideas, building bridges where there were once borders. Today, as we celebrate China Tourism Day (May 19) and look toward a future shaped by transformation and innovation, it is important to ask: How can tourism continue to thrive in a world that's constantly changing? The answer lies in embracing technology, particularly artificial intelligence, while staying true to the sector's core: its people.

The global tourism sector is undergoing significant changes. From the recovery following the COVID-19 pandemic to the acceleration of climate action and digitalization, the industry is evolving rapidly. Tourism today accounts for 10 percent of global GDP and supports one in 10 jobs worldwide. However, its true potential goes beyond these numbers. Tourism is a powerful tool for fostering sustainable development, empowering youth and driving innovation.

China is a key player in this new tourism landscape. With its strong digital infrastructure, entrepreneurial spirit, and commitment to modernization, China is ideally placed to lead global efforts in rethinking how we travel — smartly, inclusively, and responsibly.

Artificial intelligence is no longer a concept for the future; it's a reality today. In many ways, AI is becoming as essential as the internet itself, offering transformative potential for the tourism industry when used responsibly and ethically.

In the tourism sector, AI enhances efficiency, accessibility and personalization. For example, at UN Tourism, we are using AI to localize learning through our Tourism Online Academy, which offers more than 70 courses in five languages. A new AI-powered tutor adjusts its communication style based on learners' nationality and language preferences. This means a Colombian student receives content tailored to Colombian Spanish, not just generic Spanish, making tourism education more accessible, but also more inclusive and human.

Similarly, we are also piloting AI-driven chatbots to support workers who are the backbone of our sector — taxi drivers, tour guides and hotel staff — who often don't have time or access to traditional training. Through platforms such as WhatsApp or WeChat, they can now study in small segments, receive daily lessons, and earn certificates supported by UN Tourism and national governments. These innovations are democratizing knowledge and creating new opportunities for lifelong learning in tourism.

AI is also becoming a valuable tool for "destination management". By analyzing visitor flows, travel preferences and seasonal peaks, local authorities can now anticipate challenges like overcrowding and over-tourism. Data-driven decision-making allows for smarter promotion strategies, improved infrastructure planning, and ultimately, better visitor experiences and outcomes for local communities.

However, it's important to note that technology is not here to replace people. It is here to enhance human creativity, sharpen intuition and improve decision-making. As I often say, a human plus AI is stronger than either alone. When used responsibly, AI can help tourism professionals tell richer stories, engage diverse audiences in their native languages, and promote destinations with greater cultural sensitivity and accuracy.

At UN Tourism, we are committed to empowering young people. They are not only the travelers of tomorrow — they are the innovators of today. Supporting tourism entrepreneurship, especially in the Global South, is one of our top priorities. Through our "Global Youth Tourism Startup Competitions", we've seen firsthand the creativity and energy young people bring when given the right platform to grow.

China, with its deep cultural heritage and advanced technological ecosystem, offers fertile ground for nurturing youth-led tourism innovation. From AI-powered translation apps to immersive virtual reality travel experiences, Chinese youth are already shaping the future of tourism. It is vital that we continue to invest in their ideas, give them the tools they need to succeed, and include them in global decision-making.

The future of tourism must be smart, inclusive, sustainable, and ethical. As we embrace new technologies like AI, we must also uphold strong values: transparency, data privacy, cultural respect and social inclusion. Technology is only as effective as the purpose it serves. At UN Tourism, we are committed to ensuring that digital transformation strengthens the social fabric of tourism, rather than undermining it.

On this China Tourism Day, let us celebrate the resilience of our sector, the richness of China's tourism leadership, and the incredible potential of human creativity when combined with innovation. Together, by placing people at the center and technology at their service, we can create a future for tourism that is more dynamic, more human and more hopeful than ever before.

The author is the executive director of UN Tourism. The views don't necessarily reflect those of China Daily.

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