Artificial Intelligence (AI) is set to revolutionise the tourism industry, yet human experiences will remain central, according to travel tech leaders at a recent event hosted by Belvera Partners. The discussion, part of the World Tourism Day 2026 celebrations, focused on the theme "Digital Agenda and Artificial Intelligence to Redesign Tourism."

Industry experts, including Catt McLeod of Elegant Hotels of the World, Ivonne Arriola of Connect by PriceTravel Holding, and Daniel Pino of Aloja, shared insights on AI's impact on travel. They agreed that AI is accelerating changes in how travellers discover, book, and experience destinations. McLeod noted, "Historically, only professional travel bookers were able to book hotels, travel and tourism experiences. Now, end guests and travellers can do that too."

Pino emphasised that whilst AI will transform many aspects of travel, the core experience remains unchanged. Arriola highlighted AI's role in personalising customer experiences by processing information more efficiently.

Despite technological advancements, the panellists stressed the importance of maintaining human interactions in tourism. They called for responsible AI adoption, governance, and investment in digital skills to ensure technology benefits both businesses and travellers. Arriola stated, "AI is great, but it must be regulated, used responsibly and with humans in the loop overseeing the progress it makes."

As AI continues to reshape the travel ecosystem, companies must adapt their strategies to stay competitive. Pino concluded, "If you're seeing a decline in bookings or revenue whilst travel demand continues to grow, it might be time to look internally and evaluate your customer acquisition strategies."

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