The widespread use of artificial intelligence allows tourists to seek instant advice and design tailored itineraries effortlessly.

With a few taps, they can converse with AI agents and access diverse recommendations, from local cuisine and cultural experiences to sustainable travel choices.

This was one of the key topics discussed at the 2025 Xianghu Dialogue of the World Tourism Alliance. It was recently held in Hangzhou, Zhejiang province, with the theme "Beyond Boundaries: Exploring Infinite Possibilities of Tourism".

About 400 representatives from international organizations, tourism authorities, cities, tourism enterprises, and online travel agencies from 30 countries and regions, gathered to discuss key topics, such as the sustainable development of tourism, cross-sector integration and how technology empowers tourism.

"Tourism is a people-centered business. The most valuable parts are the services delivered by people and individual experiences. Therefore, focusing on real experiences and demands, and solving problems are the most important principles for using AI," Zhuang Zhuoran, CEO of Fliggy, Alibaba's online travel platform, said in his keynote speech.

In April, Fliggy unveiled its AI travel assistant AskMe, which can offer personalized trip planning to cater to visitors' demands, powered by multiple AI agents.

Tourists can take a photo of a cultural artifact or an architectural component, and the AI assistant will provide detailed and professional explanations.

"Today, AI makes it possible to provide low-cost, personalized travel services on a broader scale," Zhuang says.

"The integration of AI into the tourism sector will be a comprehensive, long-term transformation, spanning the entire industry chain," says Sun Hui, secretary-general of the Tencent Culture and Tourism Research Institute.

"We are promoting AI applications in various areas, including scenic spots, cultural and tourism enterprises, and museums. Visitors can use intelligent tour assistant tools and virtual tour guides, and have immersive virtual reality or augmented reality experiences," he says.

Wang Wei, senior vice-president of leading online travel agency Trip.com Group, believes that the application of AI within the company has greatly improved work efficiency, for example, for call centers and technical development teams.

"The efficiency for users accessing the products on our platform has also improved. If a travel platform's app can be compared to shelves in an offline supermarket, AI has enabled users to accurately locate the items they want," he says.

According to Wang, data algorithms driven by AI can identify current trends, seasonal travel recommendations and new products, providing personalized recommendations tailored to users' specific needs.

For young adults traveling to beaches, AI might recommend water sports like surfing and paddleboarding, while for vacationing families it could highlight resorts with children's clubs and swimming pools.

The World Travel and Tourism Council forecasts that by 2035, the travel and tourism industry will inject $16.5 trillion into the global economy, accounting for 11.5 percent of global GDP.

It estimates that China's travel and tourism industry will contribute over 27 trillion yuan ($3.81 trillion) to the economy, 14 percent of total GDP. The sector will support more than 100 million jobs, adding nearly 20 million new roles over the next decade.

According to Sarah Wang, the WTTC's regional director for Asia, digital technology — which includes AI, AR and VR — not only boosts customer service efficiency and delivers immersive experiences, but also drives transformations in the supply chain of the tourism industry.

She says that financial technology has also enhanced travelers' experiences, using the successful application of China's digital payment systems as an example.

The event also saw the joint release of the 2024-2025 Cross-Border Tourism Consumption Trends Report by the World Tourism Alliance, Mastercard and Trip.com Group.

Since the second half of 2024, China has expanded its visa-free coverage, extended the potential duration of foreign visitors' stays, and refined services, greatly boosting tourists' willingness to visit China.

The report revealed that experiencing Chinese culture has increasingly become the primary purpose of overseas tourists traveling to China. Such demand is accelerating the transformation of inbound tourism from traditional sightseeing to immersive experiences.

Data also showed that the 9th Asian Winter Games in Harbin, Heilongjiang province, and the 12th World Games in Chengdu, Sichuan province, both held in 2025, have significantly boosted inbound tourism to the two cities.

Charles Tan, secretary-general of the National Association of Travel Agents Singapore, notices that more young Singaporean visitors are traveling to China, drawn by vibrant travel content on social media.

He says that Singaporean travelers prefer immersive experiences such as exploring local cuisine and culture, watching sports events, and hiking.

"They value sustainable development, often choosing low-carbon hotels. They expect to encounter more eco-friendly measures and enjoy green travel experiences at natural scenic areas," he says.