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Role of AI and Digital Transformation in Sustainable Tourism Marketing: Pathways to Smart and Responsible Destination Growth

Year: 2026
Type: article
Abstract: Description This work explores the transformative role of Artificial Intelligence (AI) and digital technologies in advancing sustainable tourism marketing and destination management. The study examines how AI-driven tools such as predictive analytics, chatbots, sentiment analysis, dynamic pricing, and smart destination systems are reshaping tourism ecosystems by enhancing visitor experiences while promoting economic, environmental, and social sustainability. Drawing upon recent literature, policy reports, and industry practices, the study highlights the growing importance of data-driven decision-making in tourism development. It discusses how AI can optimize resource utilization, improve demand forecasting, reduce overcrowding, support eco-friendly travel choices, and strengthen destination competitiveness. The research also addresses critical challenges associated with AI adoption, including data privacy concerns, algorithmic bias, cybersecurity risks, workforce displacement, and digital inequality. Special emphasis is placed on the Indian context and the vision of Viksit Bharat 2047, demonstrating how responsible AI implementation can support the promotion of rural, heritage, wellness, and sustainable tourism destinations. The study proposes strategic recommendations for policymakers, tourism stakeholders, and industry practitioners to foster ethical AI governance, digital capacity building, and inclusive tourism growth. The findings suggest that AI is not merely a technological innovation but a strategic enabler for creating smart, sustainable, and resilient tourism destinations capable of balancing economic prosperity with environmental conservation and social well-being.
DOI: 10.5281/zenodo.20441086
Language: English
Open Access status: green
OpenAlex ID: W7162799732
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