How do we inspire the next traveler?

For most of my career in hospitality and tourism, I’ve watched destinations try to answer the same question: How do we inspire the next traveler?

For years, the answer was fairly simple. Beautiful photos, a strong story, and the promise of a memorable experience. Tourism marketing was built on imagination—and in many ways, it still is.

But something important is changing in our industry.

Artificial intelligence is beginning to reshape how destinations, tourism boards, and hotels understand travelers. And while the technology may sound complex, the goal is actually very human: helping the right traveler discover the right place at the right time.

I’ve had conversations recently with tourism leaders who are both excited and cautious about AI. That’s understandable. Every major shift in our industry—from online booking to social media—has come with a learning curve. But what we’re seeing now feels less like a trend and more like a turning point.

AI gives us the ability to see patterns we couldn’t see before. It can help destinations understand where interest in their region is growing, what experiences travelers are searching for, and how those travelers plan their trips. Instead of guessing where to focus marketing efforts, tourism organizations can now make smarter, more confident decisions based on real insights.

For hotels, the possibilities are just as interesting. Understanding guest preferences, predicting demand, and communicating with travelers in a more personal way can completely change the guest journey—often before someone even books a room.

But I think it’s important to say this clearly: technology shouldn’t replace the heart of hospitality.

What makes travel special isn’t an algorithm. It’s the people, the culture, the stories, and the experiences that stay with us long after we return home.

What AI can do is help the industry spend less time guessing and more time focusing on what truly matters—creating meaningful experiences for travelers.

In many ways, we’re standing at the beginning of a new chapter for tourism marketing. The destinations and hotels that take the time to understand these tools now will be better prepared for the next generation of travelers.

And if we approach this moment with curiosity rather than fear, the opportunities are enormous.

Because the future of travel promotion shouldn’t just be louder or faster. It should be smarter, more thoughtful, and more connected to the people we hope to welcome.

And if we get it right, the future of travel promotion may become just as intelligent as the journeys it inspires. ✈️

By Jared Sissons, President, Steps Hospitality Consultants