Smart tourism in the digital age: overcoming barriers and unlocking new possibilities

Purpose This research aims to explore the role of digital transformation in the tourism sector, identifying both opportunities and challenges associated with advanced technologies. Design/methodology/approach A qualitative research approach was employed, utilizing primary data collected through semi-structured interviews with industry professionals. Findings The study finds that artificial intelligence enhances personalized travel recommendations and customer service through chatbots and virtual assistants. The Internet of Things, virtual reality, blockchain and robotics improve efficiency and customer experience. However, challenges such as high implementation costs, data privacy concerns and the need for continuous technological updates persist. Additionally, the digital divide remains a significant barrier for smaller businesses and emerging markets. Practical implications The findings suggest that while digital transformation presents significant opportunities for enhancing services and operations, addressing associated challenges is critical for sustainable growth. Industry stakeholders must adopt a strategic approach to technology implementation to ensure inclusive benefits and enhanced competitiveness. Originality/value This study provides valuable insights into the impact of digital technologies on the tourism sector, offering practical recommendations for leveraging digital transformation to improve efficiency and customer satisfaction.