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The tourism sector is changing fast. Between digital journeys, evolving traveller expectations and the search for ever more immersive experiences, tourism players have to reinvent themselves. At the heart of this shift is artificial intelligence (AI).
Long seen as a futuristic innovation, AI is now a practical tool for tourism. But beyond the hype, real questions remain: how is AI actually changing tourism today? And how can professionals use it to enrich their offer without losing authenticity?
Digital maturity and customer expectations: why AI has become the new standard
In 2026, AI is no longer a technological curiosity but a standard: around 80% of travellers now use it to plan or enrich their trip (source: FCM Travel).
This figure hides a fascinating paradox. Today’s traveller wants two seemingly contradictory things: rich, contextual expertise, and total freedom to explore. 85% of tourists want more flexibility in their itinerary (source: TravelTech).
In other words, they want to be guided… without feeling constrained.
And that is often where the experience breaks down. Once the guided tour is over, travellers frequently find themselves alone in an unfamiliar city, with hard-to-read signs, scattered searches and content that lacks context.
That is exactly where artificial intelligence finds its value. Not to replace the guide, but to extend their role.
AI serving people: turning logistical limits into opportunities
The point is not to set people against technology, but to combine them intelligently. AI can now lift several structural limits of traditional tourism.
Breaking down the language barrier
For many international travellers, language remains a major obstacle to enjoying heritage. AI-powered solutions can now offer multilingual content that is contextual and adapted to each visitor’s level of understanding.
Providing support around the clock
A human guide brings emotion, knowledge and anecdotes, but cannot be there all the time. AI can extend the experience after the tour:
- during an improvised evening walk,
- during free time at the destination,
- when a traveller wants to learn more about a place discovered earlier.
Personalising content in real time
This is one of the great strengths of generative AI. The same content can take several forms:
- more academic for a history buff,
- more narrative for a family,
- more concise for a traveller in a hurry,
- more playful for children.
The experience becomes tailor-made.
Gaining operational efficiency
AI is also transforming the production of tourism content. Digital tours that once took weeks to produce can now be created far more quickly, at a fraction of the cost.
Towards augmented tourism with Guidly
That is why Guidly was created.
Guidly is an app available in 190+ countries and 12+ languages. Our generative AI technology lets tourism professionals offer each of their clients a personal private guide, directly on their phone.
Why does this approach appeal to tourism professionals?
- Adaptability: content adjusted to each visitor’s profile, tone and language.
- Worldwide coverage: support your clients everywhere, with our own database of 9 million points of interest.
- A modern offer: a digital solution that strengthens the customer experience and enhances your brand image.
By integrating Guidly, you are not replacing people. You are offering your clients the best of both worlds: the expertise of your itineraries and innovation to support them at every step.
Innovation for customer satisfaction
The future of tourism is not 100% digital: it is augmented. Bringing AI into your offer turns a simple visit into an immersive, smooth and personalised exploration, giving your clients the freedom to discover the world at their own pace, with the reassurance of quality information.
Discover Guidly for tourism professionals: demo, use cases and integration.
