Transforming global tourism research with artificial intelligence: a bibliometric exploration of evolution and future directions

The application of artificial intelligence (AI) in the field of tourism research is transforming the management, marketing, and experiences of tourists. As the tourism sector increasingly relies on data and technology, comprehending the development and influence of AI in this sector is vital. This study examines how artificial intelligence has shaped global tourism research by conducting a bibliometric analysis from 2000 to 2026. This study employs bibliometric analysis to explore the evolution, structure, and trends of AI research in tourism. The results show a significant increase in research, with annual publications increasing from 2 in 2000–425 in 2026 (R2 = 0.5014). Theoretically, this study critically shows that AI-in-tourism research has moved from technology-centric adoption models to more complex behavioral, psychological, relational, and human–AI. By recognizing both advancements and deficiencies, it fosters more inclusive, sustainable, and innovation-oriented strategies for tourism development in the age of intelligent systems.