TRENDS IN SMART TECHNOLOGY USE IN THE TOURISM INDUSTRY

Smart technologies are significantly transforming practices and experiences in the tourism industry, both for tourists and businesses. These technologies incorporate innovative approaches that enhance service quality, optimize processes, and personalize user experiences. By integrating digital tools and data, smart technologies are reshaping the travel experience, from trip planning and booking to on-site engagement and post-travel interactions. They aim to make tourism more efficient, personalized, convenient, and sustainable for both travelers and destinations. This paper examines the significance and role of smart technologies and artificial intelligence in the tourism industry's development, as well as the key challenges and trends associated with their implementation.