Humans will outshine AI in enriching tourism experience, say experts at KTM 2026
Although AI disruption is reshaping the tourism industry, human intervention remains vital because people understand travellers' emotions and create meaningful, immersive experiences throughout a tour, experts at Kerala Travel Mart (KTM 2026) said.
AI’s Role in Tourism
- Helps travellers with destination discovery, bookings, comparisons, dynamic pricing, and tailored itineraries.
- Provides real-time recommendations but can be “confidently wrong,” so facts like visas, policies, and prices must be verified.
- Costs are falling as subscription models and training efficiencies improve.
Human Intervention Still Vital
- Dr Saji Gopinath (Digital University Kerala): Human touch makes journeys memorable by understanding traveller emotions. Tour agents add deep local insights and networks AI cannot replicate.
- Mr Kanu Aravind (IBS): AI is fundamentally different from past tech, but should be seen as an opportunity if businesses adapt processes, systems, and people.
- Consensus: AI supports, but does not replace, human-led tourism.
Regulation & Data Protection
- India’s Digital Personal Data Protection Act (DPDPA) will be enforced in 2027.
- Fines range from ₹30 crore to ₹250 crore for violations.
- Businesses must anonymise customer data and follow clear guidelines when using AI with third-party processors.
How Operators Can Stay Ahead
- Offer curated tours, local knowledge, and access details.
- Hotels and homestays can win with clean data and direct relationships.
- Tour planners can thrive as designers, advisors, and fixers.
This session reinforced a powerful message: AI can streamline tourism, but humans create the emotional connections that make travel unforgettable.
