Industry participants participated in a panel discussion at the World Tourism Alliance’s 2025 Xianghu Dialogue held in Hangzhou, Zhejiang Province.[Photo provided to China Daily]
The proliferation of artificial intelligence will allow tourists to seek instant advice and easily design customized itineraries.
With just a few taps, you can talk to an AI agent and access recommendations ranging from local cuisine and cultural experiences to sustainable travel options.
This was one of the key topics discussed at the World Tourism Alliance’s 2025 Xianghu Dialogue. Themed “Beyond Borders: Exploring the Endless Possibilities of Tourism”, it was recently held in Hangzhou, Zhejiang Province.
Around 400 representatives from international organizations, tourism authorities, cities, tourism companies and online travel agencies from 30 countries and territories gathered to discuss important topics such as sustainable development of tourism, cross-sector integration and how technology can enhance tourism.
“Tourism is a human-centered business. The most valuable thing is the services and personal experiences provided by humans. Therefore, focusing on real experiences and demands and solving problems is the most important principle of using AI,” said Zhuang Zhuoran, CEO of Alibaba’s online travel platform Fliggy, in his keynote speech.
In April, Fliggy announced AskMe, an AI travel assistant that leverages multiple AI agents to deliver personalized travel plans that respond to visitor requests.
Tourists can take photos of cultural sites and architectural components, and the AI assistant will provide detailed and professional explanations.
“Today, AI allows us to provide a broader range of low-cost, personalized travel services,” Zhuang said.
“The integration of AI in the tourism sector will be a comprehensive and long-term transformation across the entire industrial chain,” said Sun Hui, executive director of Tencent Culture and Tourism Research Institute.
“We are promoting the application of AI in various fields such as scenic spots, cultural and tourism enterprises, and museums. Visitors can use intelligent tour assistant tools and virtual tour guides to have immersive virtual reality and augmented reality experiences,” he said.
Wang Wei, senior vice president of leading online travel agency Trip.com Group, believes that the application of AI within the company has significantly improved the work efficiency of call centers, technical development teams, etc.
“We have also improved the efficiency with which users access products on our platform. If you compare a travel platform app to an offline supermarket shelf, AI now allows users to find exactly the products they want,” he says.
According to Wang, data algorithms driven by AI can identify current trends, seasonal travel recommendations, new products, and provide personalized recommendations tailored to users’ specific needs.
For young people traveling to the beach, AI might recommend water sports such as surfing or paddleboarding, while for families on vacation, it might highlight resorts with kids clubs or swimming pools.
The World Travel and Tourism Council predicts that by 2035, the travel and tourism industry will inject $16.5 trillion into the global economy and account for 11.5 percent of global GDP.
The report estimates that China’s travel and tourism industry contributes more than 27 trillion yuan ($3.81 trillion) to the economy, equivalent to 14% of total GDP. The sector is expected to support more than 100 million jobs and add nearly 20 million new roles over the next 10 years.
According to Sarah Wang, WTTC Asia Regional Director, digital technologies including AI, AR, and VR will not only improve customer service efficiency and provide immersive experiences, but also facilitate the transformation of the tourism industry’s supply chain.
She said financial technology has also improved the traveler experience, citing China’s successful application of digital payment systems as an example.
The event also saw the joint launch of the 2024-2025 Cross-Border Tourism Consumption Trends Report by the World Tourism Alliance, Mastercard and Trip.com Group.
From the second half of 2024 onwards, China has expanded its visa-free coverage, extended the potential stay period of foreign tourists, refined its services, and greatly increased tourists’ willingness to visit China.
The report revealed that experiencing Chinese culture is becoming the main purpose of overseas travelers traveling to China. These demands are accelerating the transformation of inbound tourism from traditional tourism to immersive experiences.
The data also shows that the 9th Asian Winter Games to be held in Harbin, Heilongjiang province in 2025 and the 12th World Games to be held in Chengdu, Sichuan province in 2025 have significantly boosted inbound tourism to both cities.
Mr Charles Tan, executive director of the Singapore National Association of Travel Agents, has noticed that more young Singaporean travelers are visiting China, attracted by vibrant travel content on social media.
Singaporean travelers prefer immersive experiences, such as exploring local cuisine and culture, watching sports and hiking, he says.
“They value sustainable development and often choose low-carbon hotels. They expect to encounter more environmentally friendly measures and enjoy green travel experiences in natural scenic areas,” he says.
