HARNESSING AI FOR SUSTAINABLE FUTURE TOURISM INDUSTRY

Almost every aspect of travel and tourism is presently impacted by artificial intelligence (AI), which can be found in various applications, such as robotics, conversational systems, smart travel agents, customisation and recommender systems, applications for language translation, forecasting and prediction systems, and systems for natural language processing and speech recognition. This study seeks to highlight important themes, advantages, and disadvantages in the body of research on AI in tourism, while also providing insight into potential directions for future study, including the discovery of new fields within this framework. Artificial intelligence is evolving quickly. Artificial intelligence has the potential to enhance operational effectiveness, enhance customer service, customise travel experiences, and promote sustainability measures, thereby fostering a variety of industries, including tourism. Although the amount of research on this subject is increasing, a thorough and organised review of the literature is still required to highlight the best applications of AI in this setting and to pinpoint areas that require more investigation. The study is based on a review of previous studies with the help of PRISMA to try to find out how AI creates an impact on the future sustainable tourism industry.