KUALA LUMPUR, Nov 4 (Bernama) — TOURISE, a premier platform shaping a new horizon for global tourism, and Globant, a digitally native company, have unveiled Agentic Tourism, an artificial intelligence (AI)-powered operating model that sets new standards for AI-driven destination innovation.
With strategic contribution from Kearney, the report – released ahead of the inaugural TOURISE Summit in Riyadh (Nov 11 to 13) – presents a practical framework for transforming the tourism experience, making it more seamless, intelligent, and emotionally resonant.
“Agentic Tourism is not just a model; it is a movement. AI empowers every country—both established and emerging destinations—ensuring inclusive access for all,” said Minister of Tourism and Chairman of the Board of TOURISE, Ahmed Al-Khateeb in a statement.
Meanwhile, Globant Chief Executive Officer and Co-Founder, Martín Migoya said Agentic Tourism provides a blueprint to digitise end-to-end digital experiences so hosts, travel operators, and destinations can transform isolated innovations into interconnected, adaptive, and meaningful interactions at every journey.
The white paper offers a roadmap for public and private sector leaders to apply AI across key dimensions of experience, operations, sustainability, wellbeing, and economic opportunity, helping destinations across the tourism ecosystem act now, scale responsibly, and remain human-centred.
Agentic Tourism introduces a system of autonomous AI agents governed by people and shared standards, designed to deliver measurable impact by reducing wait times, boosting satisfaction scores, and increasing eco-friendly bookings, among other outcomes.
The model outlines five key archetypes that work together to enhance every aspect of the travel experience. The Experience Maximizer personalises and adjusts itineraries in real time, while the Operations Optimizer improves efficiency by managing staffing and logistics.
The Regeneration Guardian highlights environmental and social impacts to promote responsible travel, the Wellness Agent focuses on traveller health, comfort, and safety, and the Opportunity Connector links visitors with local businesses, events, and collaborators to generate shared economic value.
Serving as a strategic playbook, the white paper guides tourism destinations, governments, operators, platforms, and communities in implementing these innovations without losing the human touch that defines meaningful travel.
— BERNAMA
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