Global tourism leaders gathered in Hangzhou for the 2025 Xianghu Dialogue to explore how AI continues to reshape the future of travel. The event welcomed more than 400 representatives from 30 countries and regions. Together, they examined new ways to use technology to improve travel experiences, strengthen sustainability, and expand cultural connections.
The theme, “Beyond Boundaries: Exploring Infinite Possibilities of Tourism,” encouraged open discussions about the rapid rise of AI tools in the tourism ecosystem. Experts highlighted how AI supports smooth travel planning, improves sustainability, and boosts visitor satisfaction through tailored experiences.
AI Strengthens Personalised Travel Experiences
Zhuang Zhuoran, CEO of Fliggy, emphasized that tourism always centers on human connection. He highlighted how AI improves that connection by removing stress from planning and offering tailored recommendations. He also explained how digital tools create more efficient services for travelers who want clear support at every step.
Fliggy recently introduced AskMe, an AI travel assistant that provides real-time guidance and personalised trip plans. AskMe analyses user behaviour, identifies trends, and builds itineraries that match each traveler’s interests. This tool shows how AI can make travel easier without removing the human touch that travelers value.
AI Supports Sustainable Tourism Growth
The Xianghu Dialogue focused strongly on sustainability. Sun Hui, Secretary-General of the Tencent Culture and Tourism Research Institute, shared insights on how AI enriches visitor experiences at cultural and heritage sites. AI tools now offer virtual guides, smart narration, and immersive digital tours that reduce pressure on crowded attractions. These tools support both environmental protection and cultural preservation.
Museums and cultural parks use AI to manage visitor flow and reduce congestion. Intelligent systems also track resource usage and guide visitors toward sustainable choices. This approach helps destinations protect fragile environments while delivering deeper and more meaningful experiences.
AI also supports real-time monitoring of energy use, waste management, and transportation patterns. These functions help destinations build strong sustainability strategies based on clear data and accurate predictions.
AI Enhances Efficiency Across Travel Platforms
Wang Wei, Senior Vice President of Trip.com Group, discussed the impact of AI on global travel platforms. He explained how smart algorithms detect emerging trends, identify travel patterns, and deliver suggestions that match each user’s needs. These systems learn quickly and improve recommendations after every interaction.
Travelers now receive options that fit their preferences for nature, food, adventure, relaxation, or cultural discovery. This clarity helps travelers make decisions faster and enjoy more confidence during planning.
AI tools also help platforms manage prices, availability, and travel schedules with speed and accuracy. This improves customer satisfaction and simplifies the entire booking experience.
Digital Tools Transform the Tourism Industry
Sarah Wang, Regional Director for Asia at the WTTC, highlighted the growing influence of AI, AR, and VR across the tourism supply chain. She explained how these tools improve customer service, support booking processes, and enhance travel experiences with engaging digital content.
She also shared important forecasts. By 2035, global travel and tourism will contribute $16.5 trillion to the world economy. This amount represents 11.5% of global GDP. In China alone, tourism will generate more than 27 trillion yuan, reaching 14% of national GDP. These forecasts reflect strong growth supported by digital innovation.
Financial technology also shapes the travel experience. China’s digital payment systems create smooth transitions from booking to checkout. Travelers enjoy quick, secure, and convenient payment options throughout their journey.
Immersive Travel Captures the Interest of Young Explorers
A new report at the event revealed a major shift in global travel behaviour. Young travelers now prefer immersive experiences over traditional sightseeing. Many visitors from Singapore feel a strong pull toward China’s diverse cultural offerings, including regional cuisine, nature trails, sports events, and local festivals.
Social media plays a major role in this shift. Travel content inspires young travelers to explore deeper, engage with local communities, and seek adventures that highlight culture, food, and nature.
Charles Tan, Secretary-General of the National Association of Travel Agents Singapore, noted a growing preference for sustainable travel. Young travelers choose low-carbon hotels, environmentally friendly transportation, and destinations that promote green practices. This trend signals a strong desire for responsible tourism that protects both culture and nature.
AI and Cultural Experience Shape a New Travel Era
The 2025 Xianghu Dialogue showcased a clear direction for the global tourism industry. AI helps travelers understand culture, manage trips, and explore destinations with greater ease. Digital tools create new ways to engage with history, art, and local traditions.
AI also strengthens connections between travelers and communities. It supports language translation, helps explain cultural stories, and opens doors to experiences that feel authentic and respectful.
The future of tourism blends human interaction with digital innovation. AI does not replace human warmth. Instead, it enhances journeys by offering clarity, flexibility, and personal support.
A Bright Future Powered by AI and Tourism Innovation
The conversations at the Xianghu Dialogue confirmed that the next phase of tourism will rely on smart systems, sustainable practices, and meaningful cultural experiences. AI leads this transformation by guiding travelers toward richer and more personalised journeys.
As global tourism continues to evolve, destinations that embrace AI will offer more immersive, responsible, and memorable travel experiences. The future is bright, innovative, and filled with opportunities to connect across cultures.
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