From planning a weekend city break to coordinating complex business itineraries, technology is transforming every step of the travel experience. No longer just a tool for online bookings, today’s travel tech landscape includes artificial intelligence (AI), data-driven personalization, virtual assistants, and real-time translation—all designed to make journeys smoother, smarter, and more tailored to individual needs. Artificial intelligence in tourism

As digital habits evolve and expectations rise, the tourism industry is adapting rapidly. Travellers are no longer content with one-size-fits-all solutions—they want instant responses, curated experiences, and platforms that truly understand their preferences. Travel companies are responding by integrating AI across their customer journeys, shifting from reactive support to proactive engagement.

This tech revolution is especially visible in the Middle East, where countries like the UAE are at the forefront of AI adoption in tourism. A recent report by Tourism Economics, commissioned by Arabian Travel Market (ATM), underscores how quickly AI is becoming the new standard in trip planning, customer service, and operational efficiency. But even as digital tools take the lead, industry leaders agree: technology must serve to enhance human connection, not replace it.

AI Adoption Among UAE Travellers Outpaces Global Trends

According to the report, 60% of UAE travellers trust AI to plan every aspect of their trip, significantly higher than the global average of 48%. As AI becomes more embedded in daily life, this number is expected to rise, signaling a shift in how consumers perceive and interact with technology in the travel space.

AI Becomes a Planning Powerhouse in the Middle East

AI tools are already changing the way trips are planned in the region. Nearly six in ten travellers in the Middle East have used AI, with 21% doing so just before their most recent trip. The shift marks AI’s growing role in delivering personalised suggestions, smart itineraries, and seamless booking experiences that cater to modern, tech-savvy travellers.

AI-Driven Personalisation and the Business Case for Travel Firms

Travel companies are actively leveraging AI to enhance customer service, reduce response times, and unlock economic benefits. AI enables faster, more accurate recommendations while allowing companies to better understand and anticipate traveller needs.

ATM 2025 Explores Human Connection in a Digital Age

Arabian Travel Market 2025 brought together leaders from hospitality, events, and technology to explore how AI-powered platforms and personalised digital services are reshaping guest interactions. The conference examined how data-driven innovation can align with the industry’s deeply human core.

Innovation That Supports Human Interaction, Not Replaces It

Amy Read, VP Innovation at Sabre Hospitality, stressed that hospitality must remain human at heart.

“We aim to free up staff so they can engage in more meaningful interactions,” she explained. Tools like SynXis Concierge AI, which uses generative AI to provide real-time, detailed answers to guest queries, are designed to enhance—not replace—the guest experience.

Real-World AI Applications: Yas Island’s Digital Concierge

One standout example is Miral’s AI concierge, Majd Al, deployed across major Abu Dhabi attractions like Yas Bay Waterfront and Ferrari World. This AI-powered assistant delivers tailored recommendations based on visitor preferences, allowing for a highly personalised and efficient on-site experience.

Panellists highlighted the importance of co-creation and consumer insight in building effective travel tools. Companies like Almosafer develop their solutions based on real user pain points, while Expedia TAAP incorporates feedback from travel agents to ensure their platforms are aligned with real-world needs.

AI is also revolutionising the MICE sector (Meetings, Incentives, Conferences, Exhibitions). With the industry set to grow from USD 945 billion in 2025 to over USD 2.3 trillion by 2032, tech is now essential. AI-driven solutions are helping automate sourcing, translate multilingual content, and create highly personalised event experiences that boost engagement and long-term loyalty.

AI Must Amplify, Not Erase, the Human Touch

Despite its potential, panellists warned against depending too heavily on automation. The goal is not to replace people, but to free them to create deeper, more personal guest connections. Whether in hospitality or events, speakers agreed: authenticity and emotional resonance remain the key to success.

Danielle Curtis, Exhibition Director ME for Arabian Travel Market, reinforced this view:

“The most effective travel technologies amplify human interactions while improving efficiency and meeting evolving customer expectations. Responsible innovation must always put people first.”

ATM Travel Tech 2025 Breaks Records, Looks Ahead to 2026

Reflecting the industry’s tech-forward evolution, ATM Travel Tech 2025 was the biggest yet, with a 26% increase in new product showcases. The 2026 edition, set for 4–7 May, promises to deepen the focus on emerging travel technologies, offering a global platform to shape the future of connected, customer-centric tourism. Artificial intelligence in tourism