THE ROLE OF ARTIFICIAL INTELLIGENCE IN THE DEVELOPMENT OF SMART TOURISM
Giuli Giguashvili
E-mail: giuligiguashvili@gu.edu.ge
Professor, Gori State University
Gori, Georgia
https://orcid.org/0000-0001-5657-7544
Mariam Sadagashvili
E-mail:marisadagashvili24@gmail.com
Third year student of the Bachelor's Educational Program in Economics Gori State University
Gori, Georgia
Abstract: Tourism is one of the most dynamic and rapidly growing sectors of the global economy. According to the World Travel & Tourism Council’s (WTTC) 2025 Economic Impact Research (EIR), travel and tourism are expected to contribute 11.7 trillion USD to the global economy this year, accounting for 10.3% of global GDP. WTTC’s forecast for 2035 is even more impressive - revenues from tourism are projected to reach $16.5 trillion, accounting for 11.5% of global GDP.
In modern conditions, a key determinant of the competitiveness and sustainability of the tourism sector is the effective integration of digital technologies. In recent years, the concept of “smart tourism” has attracted particular attention, referring to data-driven, innovation-oriented, and technology-enabled management that enhances personalized user experiences and optimizes services. Within this process, artificial intelligence (AI) plays a central role, with its capabilities significantly reshaping the future development of the tourism industry.
This research paper examines current challenges in the tourism sector, analyzes the role of artificial intelligence within the framework of smart tourism, and identifies its main directions, opportunities, and risks. The article also provides recommendations on how artificial intelligence can be utilized in the tourism industry.
Keywords: Artificial Intelligence, Smart Tourism, Georgia.
JEL Classification: O3; O31
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