Editorial: The role of technology in shaping the future of tourism

Technology is profoundly reshaping the tourism industry, driving innovations that make travel more accessible, personalized and sustainable. One of the most transformative advancements is the integration of artificial intelligence (AI) and machine learning (ML) (Ivanov et al., 2019; Ivanov and Webster, 2024). These technologies enable travel companies to analyze vast amounts of data to offer personalized recommendations tailored to individual preferences and past behaviors. For example, AI-powered chatbots can assist travelers with booking flights, hotels and activities, providing instant support and enhancing the overall customer experience. These chatbots can handle inquiries 24/7 (Blöcher and Alt, 2021), ensuring that travelers receive timely assistance regardless of their time zone.

Virtual reality (VR) and augmented reality (AR) are also revolutionizing the way people explore and experience destinations (Yeoman, 2012). VR allows potential tourists to virtually visit a location before making travel decisions, offering immersive previews of hotels, attractions and even entire cities. This technology helps travelers make more informed choices and reduces the uncertainty often associated with visiting new places. AR, on the other hand, enhances the travel experience by overlaying digital information onto the physical world. Tourists can use AR apps to access interactive maps, historical facts and real-time translations, enriching their understanding and enjoyment of the places they visit (Buhalis, 2019; Pestek and Sarvan, 2020).

The Internet of Things (IoT) (Buhalis, 2019; Romero Dexeus, 2019) is creating smart environments that enhance the convenience and comfort of travelers. In smart hotels, IoT devices allow guests to control everything from lighting and room temperature to entertainment systems via their smartphones. This level of control not only improves the guest experience but also helps hotels manage resources more efficiently, reducing energy consumption and operational costs.

Sustainability is a growing concern in the tourism industry, and technology is playing a crucial role in promoting eco-friendly travel practices (Cavagnaro, 2025; Cavagnaro and Curiel, 2022; Yeoman et al., 2022). Eco-friendly apps and platforms help travelers find green accommodations, sustainable transportation options and environmentally responsible activities. These tools empower travelers to make choices that minimize their environmental impact, supporting the broader goal of sustainable tourism.

Moreover, technology is enhancing the safety and security of travelers. Mobile apps (Blöcher and Alt, 2021) provide real-time updates on travel advisories, weather conditions and local safety information. Wearable devices can track health metrics and alert users to potential health risks, ensuring that travelers stay safe and informed throughout their journeys.

Looking ahead, futuristic technologies such as hyperloop transportation and space tourism are set to redefine the boundaries of travel. Hyperloop systems (Dudnikov, 2017), which use magnetic levitation to propel pods through low-pressure tubes at incredible speeds, could drastically reduce travel times between cities and countries. Space tourism (Toivonen, 2021), once a distant dream, is becoming a reality with companies like SpaceX and Blue Origin developing commercial space travel. These advancements promise to open up entirely new frontiers for exploration, making the universe itself a potential travel destination.

Science fiction plays a pivotal role in shaping our vision of the future of tourism by pushing the boundaries of imagination and exploring possibilities beyond current technological and societal limits (Yeoman et al., 2021). It inspires real-world innovation by introducing futuristic concepts, such as space tourism and AI-driven systems, which drive scientists and entrepreneurs to turn these ideas into reality. Additionally, science fiction allows us to explore the ethical and social implications of advanced technologies, helping us consider the potential impacts on society and guiding responsible development.

Through vivid storytelling and detailed world-building, science fiction provides a glimpse into potential future travel experiences, encouraging a forward-thinking mindset essential for the evolving tourism industry. It highlights both the opportunities and challenges associated with new technologies, preparing us to navigate the transformative changes ahead. By engaging with science fiction, we can better envision and prepare for a future where travel is more intuitive, efficient and immersive.

Drawing inspiration from science fiction movies like Minority Report, Soylent Green and I, Robot (I Yeoman et al., 2021), we can envision a future where tourism is seamlessly integrated with advanced technologies. Imagine a world where predictive analytics not only suggest destinations but also anticipate and prevent potential travel disruptions. In this future, autonomous vehicles and drones could provide personalized tours, while smart cities equipped with ubiquitous sensors offer real-time data to enhance the travel experience. These innovations, while reminiscent of science fiction, are gradually becoming a reality, promising to make travel more intuitive, efficient and immersive.

In Minority Report (Spielberg, 2002), we see the use of gesture-based interfaces and personalized advertising. Imagine walking through an airport where digital billboards recognize you and display tailored travel offers based on your preferences and past behaviors. Similarly, gesture-based interfaces could be used in hotel rooms, allowing guests to control room settings with simple hand movements, enhancing convenience and reducing the need for physical contact.

In I, Robot (Asimov, 2004), autonomous robots and AI-driven systems play a significant role. In the tourism industry, we could see robots acting as tour guides, providing detailed information and assistance in multiple languages. These robots could enhance the visitor experience at museums, historical sites and theme parks. Additionally, AI-driven systems could manage entire travel itineraries, adjusting plans in real-time based on weather conditions, traffic and personal preferences.

In Westworld (Crichton et al., 2000; Engels and South, 2018; Gurevitch, 2021), technologies like lifelike androids (hosts), 3D printing, AI, image recognition and interactive tablets create an immersive and interactive environment. Imagine a future where hosts act as tour guides, 3D printing customizes travel experiences and AI personalizes every aspect of your journey. Image recognition and interactive tablets could enhance security and convenience, making travel more seamless and enjoyable.

In this issue of the Journal of Tourism Futures, we focus on papers about technology as we transition into the future, as if the future is happening now. Zainal Abidin et al. (2025) in Metaverse in tourism and hospitality industry: science mapping of the current and future trends explores the integration of metaverse technology in tourism, highlighting current trends such as tourism mobilities and cultural heritage tourism and future themes like immersive heritage exploration and technology adoption. The paper emphasizes the need for stakeholders in the tourism sector to adapt to metaverse developments to remain competitive and relevant in the digital age. Panigrahy and Verma's (2025) paper, Tourist experiences: a systematic literature review of computer vision technologies in smart destination visits, investigates the applications of computer vision (CV) technology in tourism, focusing on facial and emotion detection, AR engagements, crowd management and sustainable practices. The paper draws out the growing interest in CV’s potential while addressing ethical concerns and integration challenges.

Fernandes (2025) in the paper Posthumous events: how audiences experience post-mortem digital concerts investigates the effects of digital simulations of deceased artists on audiences, using YouTube comments from events featuring Michael Jackson and 2Pac. The authors argue that the technological quality of the simulation significantly influences audience reactions, with higher-quality simulations eliciting more positive responses. This study is the first systematic analysis of audience experiences at post-mortem digital concerts, highlighting the emotional impact and potential of such events to challenge the barrier of death.

The paper Understanding mobile augmented reality apps in Pakistan: an extended mobile technology acceptance model by Khan et al. (2025) investigates the factors influencing consumers' intentions to adopt AR technology in shopping malls. Using a self-administered questionnaire, the study collected 311 responses and analyzed the data with SmartPLS3.0, focusing on constructs like mobile self-efficacy, rewards, social influence and enjoyment. This research contributes by extending the mobile technology acceptance model (MTAM) and providing insights into AR adoption in a developing country context, highlighting the significant impact of these factors on user acceptance. Ku (2025) in the paper, Tourism digital transformation and future supply chain competition: an integrated perspective on real options theory and digital competencies examines how digital technology collaboration and technological capabilities enhance tourism product advantages and supply chain resilience through virtual integration and customer service capabilities. It contributes by providing a unique digital transformation model that includes antecedents, mediators and moderators, offering valuable insights for improving tourism products and supply chain flexibility.

The paper Advancing tourism demand forecasting in Sri Lanka: evaluating the performance of machine learning models and the impact of social media data integration by Hewapathirana (2025) explores the use of ML models and social media data to predict tourist arrivals. It finds that ML models, particularly random forest, outperform traditional methods like SARIMA, especially during periods of unexpected events. This research contributes to the industry by demonstrating the effectiveness of integrating social media data for more accurate forecasting, helping stakeholders make data-driven decisions to navigate the dynamic tourism sector. Lasisi et al.'s (2025) paper, Smart destination competitiveness: underscoring its impact on economic growth, investigates factors that foster destination competitiveness and the contribution of tourism innovations to economic growth in smart tourism destinations. Using four-year panel data from the World Economic Forum’s travel and tourism competitiveness index, the study finds that enabling environment and airport infrastructure significantly impact tourism’s economic contribution, while human resources and general infrastructure show a negative correlation. This research contributes to smart destinations by providing empirical evidence on how improving specific infrastructural elements can enhance economic benefits through tourism.

The next frontier of the Internet of Behaviors: data-driven nudging in smart tourism by Kwok (2025) explores how the Internet of Behaviors (IoB) can influence tourist behavior through data-driven nudging. It provides a conceptual framework for tourism stakeholders to leverage IoB for enhancing personalized experiences and addresses the economic, social and ethical implications of this technology in smart tourism destinations.

The final paper in this issue, Will COVID-19 be the trigger point for developing visitor attraction revenue management?, by Haynes and Egan (2025) explores how the COVID-19 pandemic has influenced the development of revenue management practices in the visitor attractions sector. It argues that the pandemic serves as a significant trigger point, accelerating the adoption of revenue management by focusing on demand management principles. This research contributes to the field by highlighting the potential for enhanced revenue strategies and technological advancements in response to external pressures, offering valuable insights for future development.

In conclusion, technology is not just shaping the future of tourism; it is fundamentally transforming the way we travel. From personalized AI-driven recommendations and immersive VR experiences to sustainable travel options, technology is making tourism more efficient, enjoyable and responsible. As these innovations continue to evolve, they will undoubtedly lead to even more exciting and transformative changes in the tourism industry.