Agentic Tourism Report By TOURISE And Globant Redefines Travel With AI Innovations

TOURISE, in collaboration with Globant and strategic input from Kearney, has unveiled a white paper titled "Tourism’s AI Takeover: Reinventing Travel through Agentic Tourism." This document, released ahead of the TOURISE Summit in Riyadh from November 11 to 13, 2025, outlines a framework for revolutionising tourism. It aims to make travel experiences more seamless and emotionally engaging.

The white paper introduces the concept of Agentic Tourism, which leverages autonomous AI agents governed by shared standards. These agents aim to deliver significant impacts across various dimensions. The model includes five archetypes: Experience Maximizer, Operations Optimizer, Regeneration Guardian, Wellness Agent, and Opportunity Connector. Each plays a unique role in enhancing the tourism experience.

Ahmed Al-Khateeb, Minister of Tourism and Chairman of TOURISE, stated that adopting Agentic Tourism will shape the future of the sector. "AI empowers every country to embrace an era that uplifts both established and emerging destinations, ensuring inclusive access for all," he said. This approach encourages countries to integrate technology into their tourism strategies.

In 2024, tourism contributed $10.9 trillion to the global economy, accounting for nearly 10% of GDP. By 2035, this figure is expected to rise to $16.5 trillion. The white paper highlights that AI in tourism is projected to grow from $3.4 billion in 2024 to $13.9 billion by 2030. Destinations must adopt AI strategically or risk inefficiency and reduced traveler satisfaction.

Martin Migoya, CEO and Co-Founder at Globant, emphasised the importance of technology centred around people. "Tourism’s next chapter will be championed by destinations that orchestrate technology around people, not the other way around," he noted. This perspective underscores the need for human-centric technological integration.

Framework for Implementation

The document provides a roadmap for leaders in both public and private sectors to apply AI across five key areas: experience, operations, sustainability, well-being, and economic opportunity. The aim is to help destinations act promptly while maintaining a focus on human-centered experiences.

Agentic Tourism offers a blueprint for digitising travel experiences comprehensively. It enables hosts and operators to transform isolated innovations into cohesive interactions throughout a traveler's journey. This approach ensures that technology enhances rather than detracts from meaningful travel experiences.

The white paper serves as a guide for implementing these innovations without losing the personal touch essential to travel. It helps destinations coordinate AI adoption effectively while maintaining efficiency and traveler satisfaction. The full document can be accessed at TOURISE.com.

As tourism evolves with AI integration, destinations face critical choices about their future strategies. Embracing coordinated AI adoption can lead to enhanced experiences and economic growth while preserving the essence of travel that resonates with people worldwide.

With inputs from SPA