Use of artificial intelligence and big data in tourist destination management

The article examines the use of artificial intelligence (AI) and Big Data technologies to optimize the management of tourist destinations. The main problems faced by the tourism industry in the modern world are described, such as uneven distribution of tourist flows, low personalization of services, and difficulties in forecasting demand. Introducing innovative technologies, particularly AI and Big Data analysis, is becoming a vital tool in solving these issues. Big Data enables a deeper understanding of tourist behavior and preferences, analyzing large volumes of information from various sources, such as social networks, online reviews, booking data, and geolocation data. This allows travel companies to make more accurate forecasts of seasonal changes in demand and adapt their marketing strategies. Artificial intelligence, in turn, allows you to automate routine processes, increasing the efficiency of travel companies. The use of AI-based recommender systems helps personalize offers for tourists, which increases customer satisfaction and brand loyalty. Intelligent management systems help to optimize tourist routes, considering time, weather conditions, and other factors that can influence the choice of tourists. An analysis of the latest research related to the application of AI and Big Data in tourism in Ukraine and the world, including the work of Ukrainian scientists investigating these issues, is presented. Research shows that integrating these technologies can significantly improve the management of tourist flows, forecast demand, and improve the quality of tourist services. Thanks to this, travel companies can better adapt to changes in the market, increasing their competitiveness and ensuring the industry’s sustainable development in the conditions of digital transformation. The prospects for the further development of technologies in this area and the need for adaptation to new market realities are highlighted. Keywords: Artificial intelligence in tourism, Big Data in tourism, management of tourist destinations, data analytics in tourism, automation of tourist services, digital transformation of tourism, clustering of tourist data.