The New Frontiers of Tourism: How Are Tour Operators Adapting to AI and Influencers?

Published on May 25, 2025 at 11:00 a.m.

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Decryption: Faced with the democratization of artificial intelligence and the overexposure of influencers, the tourism sector must adapt. Personalized offerings, authenticity, and human advice are the keys to standing out.

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"Hello. I'd like to go to Italy for three days for my boyfriend's birthday at the end of October. Preferably to a pretty little town not overcrowded with tourists, with good restaurants and cultural sites. Max budget €500 including flight." Five seconds later: "Hello, this is Mantua, an Italian gem that meets your criteria, a city of Renaissance art surrounded by lakes, listed as a UNESCO World Heritage Site, with palazzi, peaceful squares, baroque theaters, typical restaurants at reasonable prices, and superb walks away from the crowds. Ideal dates: the weekend of October 24-26. Total return transport for two €150, romantic accommodation for two nights (€120). Would you like me to send you the links for flights, trains, hotels, and restaurants so you can book easily? Or add a PDF file so you have everything at your fingertips?" Thanks, ChatGPT.

AI: a damn good little soldier. Summer is approaching, and many of us still don't know where we'll be going in the coming weeks. What, who, or what should we choose? Opt for an all-inclusive stay with a hassle-free tour operator? Or go it alone and organize our trip by scouring social media and the internet... The equation isn't simple, as it depends on the destination, the budget, and the persona...

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