Photo credits: Integrio Systems
AI & Tourism: Can Tech Be Sustainable?
Artificial Intelligence (AI) has woven itself into nearly every sector of modern life, and tourism is no exception. From personalized travel itineraries to AI-powered chatbots and even conservation drones, technology is redefining the way people experience travel.
But as AI becomes more integrated into tourism, an important question arises: Can tech truly align with the goals of sustainable tourism—or is it creating new challenges beneath the surface?
- AI in Tourism Today
AI is already playing a transformative role in how we plan, experience, and manage travel:
Personalized trip planning: AI platforms analyze traveler preferences to create customized itineraries, reducing guesswork and wasted experiences.
Smart hospitality: Hotels are adopting AI to automate check-ins, optimize energy use, and predict guest needs.
Marketing & forecasting: Travel companies use AI to anticipate demand trends, personalize promotions, and manage resources more efficiently.
Conservation tech: AI-driven drones and camera traps monitor wildlife, track poaching activity, and analyze climate data. In Kenya’s Ol Pejeta Conservancy, AI-powered camera traps are already helping rangers protect rhinos from poachers, showing how technology can directly support conservation.
- The Sustainability Dilemma
While AI promises efficiency, its sustainability record is mixed:
Carbon footprint of AI: Training large AI systems requires vast amounts of energy. The environmental cost of data centers powering AI tools raises questions about whether gains in efficiency are offset by the hidden emissions of the technology itself.
Employment concerns: AI tools may displace human roles such as guides, concierges, and customer service staff—jobs that are vital for communities dependent on tourism.
Digital inequality: High-tech solutions may benefit destinations with strong infrastructure, but leave behind rural or under connected regions that lack access to reliable internet and electricity.
- AI as a Force for Good
When applied thoughtfully, AI can serve as a powerful ally for sustainable tourism:
Energy and water efficiency: AI systems in hotels can cut resource consumption by adjusting lighting, air conditioning, and water use in real-time. Cape Town, South Africa: Some safari lodges are experimenting with AI-powered energy management systems that reduce electricity use, especially in off-grid areas powered by solar.
Carbon accounting: AI can help companies track their carbon emissions more accurately and transparently, providing data that informs real climate action.
Wildlife protection: AI-enabled drones and smart cameras enhance anti-poaching efforts, monitor animal migration, and protect endangered species.
Overtourism management: By analyzing visitor flow, AI can guide travelers to lesser-known destinations, easing pressure on overcrowded sites.
- The Ethical Questions
AI in tourism is not just a technical question; it’s an ethical one:
- Can we balance innovation with inclusivity, ensuring AI empowers rather than displaces local communities?
- Will “AI for sustainability” become another form of greenwashing, or can it deliver measurable impact?
- Is there such a thing as low-carbon AI that truly aligns with climate goals?
These are questions the tourism industry must confront as it embraces the next wave of digital transformation.
AI has the power to reshape tourism for the better-optimizing resources, protecting wildlife, and enhancing traveler experiences. But it also risks widening inequalities and adding hidden environmental costs. The path forward isn’t to reject AI, but to use it responsibly: with transparency, ethical safeguards, and a commitment to sustainability that goes beyond marketing.