Artificial Intelligence in Tourism: Challenges and Opportunities for Global Competitiveness, a Research Approach from the Literature.

La Inteligencia Artificial en el Turismo: Retos y Oportunidades para la Competitividad Global, un enfoque de investigación desde la literatura.

Abstract

In a global context characterized by digitalization and the pursuit of competitiveness, the tourism sector must adapt to the technological transformations driven by artificial intelligence (AI). This technology is emerging as a central pillar of the fourth industrial revolution, generating both opportunities and challenges for the tourism industry in a dynamic and highly competitive market.

The objective of this study is to analyze the challenges and opportunities offered by AI to strengthen the tourism industry in the framework of global competitiveness, with a particular focus on the automation of tourism services. The hypothesis suggests that AI is a key component for increasing business productivity and enhancing the added value of the tourism sector.

The methodology is based on a non-experimental empirical study, supported by global and national reports such as the World Economic Outlook (2023), the Tourism GDP Report from Mexico’s Ministry of Tourism (2023), and the World Travel & Tourism Council (2023). Using a qualitative categorical analysis, the study identifies trends, benefits, and challenges associated with the application of AI solutions in tourism.

The results show that the implementation of AI enhances service automation (chatbots, robotization in hotels and airports), security through blockchain and biometrics, personalized experiences using IoT and augmented reality, optimization of waiting times through geolocation, and demand prediction based on big data analysis. Likewise, AI contributes to process optimization and cost reduction. However, significant challenges also arise, including technological disruption, privacy concerns, digital surveillance, and the need for regulatory and educational frameworks that embed ethical principles in the application of these technologies.

It is concluded that AI provides more opportunities than limitations for the tourism industry, consolidating itself as a driver of global tourism competitiveness. Its strategic adoption, supported by the development of datasets, open data policies, public-private collaboration, education, and innovation, will allow tourism not only to increase its added value to the national economy but also to become a hub of development and investment attraction in contexts such as Mexico.