World Tourism Day will be observed on September 27, marking the 47th anniversary since its establishment by the United Nations World Tourism Organisation in 1980. This year's theme, "Digital agenda and artificial intelligence (AI) to redesign tourism," highlights the growing influence of AI technologies in reshaping the travel sector.
AI has increasingly become a key tool for travellers and service providers, streamlining processes from trip planning to booking accommodations. Traditional travel preparations, which often involved extensive website searches, social media browsing, and review reading, are being simplified by AI-driven chatbots and digital travel planners. By inputting key details such as destination, trip duration, and preferred activities, users can quickly generate tailored itineraries, restaurant suggestions, and directions.
For many, AI’s efficiency offers significant benefits. Occupational health physician Dr. Monesh Pillai, 40, shared his experience of using AI during a recent visit to Guangzhou, China. Initially reluctant, he turned to AI tools like ChatGPT after seeing their utility in other contexts. He noted that AI reduced his holiday planning from hours to minutes, helping him identify must-see attractions and dining options. Notably, AI provided clear directions and economical transport advice from the airport to his hotel, resulting in a cost significantly lower than a taxi fare.
Real estate agent Tang Gao Han, 28, also leverages AI to build itineraries and organize routes. He appreciates the convenience of obtaining grouped suggestions for cafes and attractions, which allows him to efficiently plan days around nearby sites. However, Tang pointed out the risk of AI “hallucinations,” where inaccurate information is generated. On a trip to Bangkok, an AI error sent him to the wrong location, highlighting the importance of verifying AI-generated recommendations before relying on them. He cautioned that while AI expedites planning, travellers should balance its use with personal judgment and fact-checking. Tang also observed that AI-driven itineraries may reduce spontaneity in travel, potentially diminishing the joy some find in self-directed exploration.
Not all travellers embrace AI technology. Administrative worker Rhea Lee, 27, prefers to plan holidays without AI assistance, expressing concerns about the potential loss of human connection, the reliability of AI-generated information, and particularly the environmental impact of AI systems. She criticized the substantial resource consumption associated with data centers supporting AI, including electricity use and water consumption, which contribute to pollution and strain local infrastructure. Malaysia, especially the state of Johor, has become a notable hub for data center development, raising questions about the sustainability of expanding AI infrastructure.
The International Energy Agency reports a 17% increase in global data center electricity consumption in 2025, with AI-focused centers growing faster. This trend underscores ongoing debates about balancing technological advances in tourism with environmental and ethical considerations.
As AI continues to permeate travel, its role in enhancing convenience is evident, but experts and users alike emphasize the need for critical evaluation of its outputs and mindfulness of broader impacts. World Tourism Day 2026 offers a moment to reflect on how digital innovation can coexist with sustainable and personalized travel experiences.