Artificial intelligence to feature prominently at World Tourism Day 2026

According to the Tourism Information Centre under the Viet Nam National Authority of Tourism, World Tourism Day has been observed annually since 1980 in member countries of UN Tourism, with the aim of helping the world gain a better understanding of the value that tourism brings.

Each year, the themes discussed on World Tourism Day address driving forces that the tourism industry needs to harness.

The 2026 theme shows how artificial intelligence (AI) is directly reshaping the global tourism industry.

According to UN Secretary-General António Guterres, AI is changing how travellers choose destinations, how the industry operates, and how travel experiences are designed.

He added: “It can strengthen small businesses, improve services, and create new opportunities. Yet left unchecked, it can funnel tourists to the same few places and platforms, leaving many worthwhile destinations behind.”

In reality, travellers are increasingly planning their journeys through digital platforms. They ask AI for recommendations, such as where to go, where to stay, and what to see.

Clearly, technology is determining the destinations that travellers see and choose. The answers provided by AI are becoming a commercial space. Once visibility can be bought, many brands will be willing to spend money to gain this advantage.

According to the UN chief, technology must serve humanity. Tourism workers, local communities, and emerging destinations must help shape what comes next.

He noted that this requires investing in digital skills, widening access to technology, and ensuring innovation benefits the people and places that make tourism possible.

World Tourism Day 2026 will be held in El Salvador on September 27. A few weeks prior, El Salvador will also co-host the first UN Global Dialogue on AI Governance in Geneva, Switzerland.