Using AI Tools to Promote Sustainable Tourism Practices: Opportunities and Ethical Consideration in the Post-Pandemic Era

The integration of artificial intelligence (AI) in tourism has accelerated in the post-pandemic era, offering new opportunities to align tourism development with the United Nations Sustainable Development Goals (SDGs). This study examines how AI tools can promote sustainable tourism practices by analyzing three cases—Amsterdam, Singapore, and Taiwan—through a qualitative, multi-case study approach. Findings reveal that AI contributes to enhanced visitor management, optimized resource consumption, environmental protection, and sustainability education. The research identifies key benefits such as operational efficiency and environmental monitoring, as well as challenges including data ethics, stakeholder inclusion, and governance readiness. Despite its promise, AI is not a one-size-fits-all solution and must be implemented within inclusive, ethical, and context-aware frameworks. The study concludes with five policy recommendations to guide the responsible adoption of AI in tourism: developing ethical guidelines, building digital capacity, encouraging public-private collaboration, embedding AI in strategic planning, and integrating sustainability education. These insights aim to support policymakers and destination managers in leveraging AI to create smarter, more resilient, and sustainable tourism ecosystems.