Perceptions on Growing Influence of Artificial Intelligence in the Travel and Tourism Industry.

The travel and tourism industry characterized by its competitiveness and rapid growth, has seen a significant changes due to technological developments. Artificial Intelligence (AI) has emerged as a powerful tool driving these changes, offering innovative solutions that improve operational efficiency, enhance customer experience, and generate data-driven insights. This paper explores the growing importance of AI in the travel and tourism industry by analysing secondary data, existing literature, and case studies of AI implementation. The paper aims to discuss the current and potential future impacts of AI across various domains in the industry including personalization, customer service, pricing, and operational management.