Has the importance of technology in tourism been realized after Covid-19? Opportunities and challenges

This study explores the transformative role of technology in the tourism industry post-Covid-19, focusing on opportunities and challenges. Using a qualitative research approach, in-depth interviews with 22 industry professionals reveal significant shifts towards digital solutions. The findings highlight the acceleration of digital transformation, enhancing customer experience, operational efficiency, and competitive advantage. Technologies such as virtual reality, artificial intelligence, and data analytics have become essential, offering immersive experiences and personalized services. However, challenges such as high implementation costs, digital skills gaps, and data privacy concerns persist. The study underscores the critical role of technology in ensuring the resilience and sustainability of the tourism sector in a rapidly evolving environment.