Artificial Intelligence in the Global Tourism Industry: Impacts and the Case of Thailand

Abstract

Artificial Intelligence (AI) is increasingly transforming the global tourism industry by revolutionizing how travel is planned, experienced, and managed. This paper provides a comprehensive review of AI applications in tourism worldwide, and includes a focused case study of Thailand’s tourism sector as an illustrative example of a developing destination. By synthesizing existing literature, scholarly articles, and industry reports, this study evaluates how AI technologies enhance operational efficiency, personalize visitor experiences, and support sustainable tourism initiatives. The review identifies key areas where AI has significant impacts, including AI-driven customer service (e.g., chatbots and virtual assistants), predictive analytics for resource management, robotics for operational efficiency, and data analytics for personalized travel experiences. Additionally, the research highlights Thailand's innovative adoption of AI, showcasing strategic projects like AI-based traffic management in Phuket to reduce congestion, smart surveillance for visitor safety, and smart hotels with robotic services. Despite these advancements, the integration of AI presents important ethical considerations, including concerns related to data privacy, algorithmic biases, cybersecurity threats, and workforce displacement. This dual focus on global trends and a developing destination case provides new insights into AI adoption in tourism. The paper emphasizes that while AI offers considerable advantages, the adoption process must be thoughtfully managed through balanced strategies, transparent policies, and inclusive practices. Recommendations for tourism stakeholders include establishing clear ethical guidelines, investing in workforce training, and fostering cross-sector collaboration. Ultimately, this study underscores AI's transformative potential in tourism, bridging global trends with local context.