Digital technologies have shaped tourism for decades, yet recent developments are transforming the sector at an unprecedented pace. Automation enables travellers to act far more independently and to take on tasks that were previously carried out by trained staff. This shift towards unpaid labour coincides with tourism labour markets in the Global South that are often characterised by precarious conditions and informal structures.
At the same time, digital ecosystems are emerging that profoundly influence how destinations are perceived, how travel decisions are made, and how value creation is distributed. Algorithms structure visibility, immersive technologies generate new types of experiences, and social-media dynamics can lead to overcrowding of entire regions from one moment to the next. Generative AI may facilitate access to information, yet it frequently reproduces stereotypes or disseminates inaccurate content – particularly where local voices are digitally underrepresented. The growing anonymity of digital spaces also creates new opportunities for the grooming of children for sexual exploitation. Meanwhile, the ecological footprint of digitalisation continues to rise, especially due to energy-intensive servers and data centres.
At the same time, these technologies also offer opportunities: they can enhance the visibility of local providers, promote digital accessibility, expand educational resources, and support more sustainable travel planning. Ultimately, tourism remains a people-centred service sector. Hospitality, cultural understanding and local knowledge cannot be fully digitised. The human factor – including professionalism, contextual understanding and individual perspectives – remains essential for fair tourism development and satisfactory travel experiences.
Against this backdrop, the question arises of how technological innovation in tourism can be designed in ways that do not generate new forms of exploitation or inequality, but instead strengthen social responsibility, human rights and sustainable development. The study addresses this question and identifies key trends, risks and opportunities associated with the digital transformation of tourism.
