TOURISE and Globant have released a white paper introducing Agentic Tourism, an AI-powered operating model for the travel industry, with contribution from Kearney.
The report, Tourism’s AI Takeover: Reinventing Travel through Agentic Tourism, presents a framework for transforming tourism through autonomous AI agents governed by people and shared standards.
Tourism generated 10.9 trillion dollars in 2024, representing nearly 10 per cent of GDP globally. The sector is projected to reach 16.5 trillion dollars by 2035.
AI tourism market growth projected to quadruple by 2030
AI in the tourism market is expected to grow from 3.4 billion dollars in 2024 to 13.9 billion dollars by 2030. The white paper states destinations face a choice: evolve with coordinated AI adoption or risk fragmentation, inefficiency, and diminished traveller satisfaction.
The Agentic Tourism model introduces five agent archetypes designed to deliver impact across the tourism ecosystem:
- Experience Maximiser curates and adapts itineraries in real time, managing disruptions and enhancing personalisation.
- Operations Optimiser balances staff, assets, and services to improve efficiency and reduce bottlenecks.
- Regeneration Guardian surfaces environmental and social impacts to promote responsible travel choices.
- Wellness Agent uses contextual data to support traveller health, comfort, and safety.
- Opportunity Connector matches visitors’ interests to local networks, events, and collaborators to create value.
Report released ahead of TOURISE summit
The white paper was released ahead of the TOURISE Summit in Riyadh, scheduled for November 11 to 13, 2025.
The report offers a roadmap for public and private sector leaders to apply AI across five dimensions: experience, operations, sustainability, wellbeing, and economic opportunity.
“Agentic Tourism is not just a model. It is a movement and those who adopt it first will shape the trajectory of future sector disruption. AI empowers every country to embrace an era that uplifts both established and emerging destinations, ensuring inclusive access for all. To accelerate innovation across tourism and its converging sectors, TOURISE will continue to collaborate with industry experts on a series of white papers presenting actionable data and high-impact research to address the sectorโs most pressing challenges,” Ahmed Al-Khateeb, Minister of Tourism and Chairman of the Board of TOURISE said in a statement.
“Tourismโs next chapter will be championed by destinations that orchestrate technology around people, not the other way around. Agentic Tourism provides a blueprint to digitize end-to-end digital experiences so hosts, travel operators, and destinations can transform isolated innovations into interconnected, adaptive and meaningful interactions at every journey,” Martรญn Migoya, CEO and Co Founder at Globant added.
