S.A. de C.V

Jorge F. Carrillo Semblance has over 40 years of experience in the technology sector and 20 in adventure tourism. He is an expert in current technologies, their use, implementation and communications management. He also has knowledge of ISO 9000 quality systems, supporting organizations in continuous improvement. Part of his experience includes imagining innovative solutions for complex challenges, considering the geographic limitations of adventure tourism. Graduated in Tourism from the University of Puerto Rico, he has led innovation projects, systems and the promotion of sustainable tourism. His career positions him as a key figure in integrating technology, quality and creativity in challenging environments.

Artificial intelligence (AI) is no longer a futuristic promise but an everyday reality. In the tourism sector and in Tours&Activities too, its impact is already being felt at various levels, from customer service to route planning and experience personalization. But to truly understand its scope, it’s first necessary to dispel some myths. Contrary to popular belief, AI is not a conscious entity, nor does it have the ability to “dominate” humans. It involves systems that process large volumes of data and perform specific tasks, without thought or emotion. It is also not infallible: if not carefully designed, it can reproduce human biases. And while it can replace certain tasks, it also creates new jobs related to its development, management and supervision. Understanding these aspects is key to its ethical and effective implementation.

In tourism, the benefits of AI are evident. One of the most notable is the automation of services. Chatbots, for example, can answer travelers’ questions in multiple languages 24/7. This tool not only improves customer service but also reduces operating costs for hotels, airlines and travel agencies.

Another major advantage is the personalization of experiences. Through data analysis, travel platforms can offer recommendations tailored to each user’s interests: destinations, activities, restaurants and accommodations, all tailored to their profile.

This not only improves customer satisfaction but also fosters loyalty.

In the field of adventure tourism and tours, AI plays an even more specific role. It can suggest activities based on the traveler’s skill set—such as hiking, diving or cycling—analyze weather conditions in real time to improve safety and facilitate itinerary management through virtual assistants. It also helps tour operators optimize resources and forecast demand, improving overall service efficiency.

An area with great potential is dynamic pricing and demand forecasting. Thanks to machine learning algorithms, it is possible to anticipate market behaviors and adjust rates in real time. This improves both profitability for businesses and access to fairer prices for consumers.

“An area with great potential is dynamic pricing and demand forecasting. Thanks to machine learning algorithms, it is possible to anticipate market behaviors and adjust rates in real time”

Furthermore, AI contributes to visitor flow management. In destinations with high tourist influx, it can help redistribute foot traffic to avoid overcrowding, protect heritage and improve the visitor experience. Real-time analysis and data visualization are key tools for more sustainable tourism management.

However, this technological revolution also brings with it significant challenges. The most obvious is job displacement. The automation of tasks such as customer service, reservations or even tour guide duties can impact traditional jobs, especially in regions where tourism is a vital source of income.

There is also a risk of depersonalization of service. For many travelers, human contact remains essential, especially in cultural, gastronomic or artisanal experiences that require closeness and authenticity.

Another sensitive aspect is data privacy. The functioning of AI depends on the collection of large volumes of personal information. If its responsible use and protection are not guaranteed, there is a risk of privacy violations or data misuse.

Finally, there is a technological imbalance. Not all destinations or companies—especially in developing countries— have the resources to implement advanced technologies. This can exacerbate inequality in the sector, favoring more digitalized destinations over others with less infrastructure.

In short, artificial intelligence has the potential to profoundly transform the tourism industry, making services more efficient, personalized and sustainable. However, for its adoption to be truly beneficial, the ethical, social and technological challenges it entails must be addressed.

The future of tourism will undoubtedly be increasingly digital. But the balance between innovation and responsibility will be essential to ensure that this transformation benefits all stakeholders in the sector: businesses, workers, local communities and, of course, travelers.