TOURISE and Globant Redefine the Future of Travel with the Launch of the Agentic Tourism Model
Redefine AI-Driven Imagine a world where a traveler’s perfect day designs itself rerouting around sudden rain, prompting a café to call in extra staff before the lunch rush, and suggesting a peaceful art gallery when crowds swell elsewhere. This vision is no longer science fiction; it’s the foundation of Agentic Tourism , an AI-powered operating model unveiled in a groundbreaking new white paper by TOURISE and Globant, with strategic contributions from Kearney.
The report, titled “Tourism’s AI Takeover: Reinventing Travel through Agentic Tourism,” presents a forward-looking yet practical framework for transforming global tourism. Its aim is to make travel experiences more intelligent, seamless, and emotionally resonant, while helping destinations operate with greater efficiency, sustainability, and inclusivity.
A Sector Poised for Transformation
Tourism is one of the world’s largest industries, generating $10.9 trillion in 2024 — nearly 10% of global GDP. That figure is projected to surge to $16.5 trillion by 2035, underscoring both the sector’s vitality and its complexity. At the same time, the AI in tourism market is forecast to grow from $3.4 billion in 2024 to $13.9 billion by 2030. These parallel trends create a critical inflection point for the industry: destinations must evolve through coordinated AI adoption or risk inefficiencies, fragmentation, and declining traveler satisfaction.
The white paper was released ahead of the inaugural TOURISE Summit, taking place in Riyadh from November 11 to 13, 2025. It serves as a strategic guide for leaders across the public and private sectors, outlining how to integrate AI across five key dimensions — experience, operations, sustainability, wellbeing, and economic opportunity. The goal is to help destinations act decisively, scale responsibly, and ensure that technology serves human connection rather than replacing it.
Agentic Tourism: A New Operating Model for the Industry
At the heart of the white paper lies the Agentic Tourism model, a coordinated system of autonomous AI agents working under human oversight and unified standards. Each “agent” performs specific roles designed to enhance efficiency, personalization, and sustainability throughout the travel ecosystem. The framework defines five key archetypes:
- Experience Maximizer – Curates and adjusts itineraries in real time, managing disruptions and tailoring experiences to traveler preferences.
- Operations Optimizer – Balances staffing, resources, and logistics to improve efficiency and minimize bottlenecks.
- Regeneration Guardian – Highlights environmental and social impacts, encouraging responsible and regenerative travel choices.
- Wellness Agent – Leverages contextual data to enhance traveler safety, comfort, and wellbeing.
- Opportunity Connector – Aligns visitors’ interests with local businesses, events, and networks to generate new economic value.
Collectively, these agents represent a paradigm shift in destination management. They promise measurable outcomes — from shorter wait times and higher satisfaction scores to increased eco-friendly bookings and community benefit. Yet, the model remains anchored in a human-centered philosophy, ensuring that empathy and authenticity remain at the heart of every interaction.
A Blueprint for a Human-Centered AI Revolution
The white paper acts as a strategic playbook for governments, destination organizations, travel operators, and community stakeholders. It guides them in adopting advanced technologies without losing the personal touch that makes travel meaningful. By aligning data, AI, and human insight, Agentic Tourism empowers destinations to deliver truly adaptive experiences.
“Agentic Tourism is not just a model; it’s a movement,” said His Excellency Ahmed Al-Khateeb, Minister of Tourism and Chairman of the Board of TOURISE. “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 offering actionable insights and high-impact research.”
Building the Future of Connected Travel
The report positions Agentic Tourism as the next evolution in how destinations organize and deliver experiences. By coordinating technology around human needs rather than the other way around, TOURISE and Globant envision an ecosystem where AI enhances creativity, personalization, and sustainability at every touchpoint.
“Tourism’s next chapter will be championed by destinations that orchestrate technology around people, not the other way around,” said Martín Migoya, CEO and Co-Founder of Globant. “Agentic Tourism provides a blueprint to digitize end-to-end experiences so hosts, travel operators, and destinations can transform isolated innovations into interconnected, adaptive, and meaningful interactions at every step of the journey.”
As the tourism industry faces an era of unprecedented change, the Agentic Tourism model provides not only a vision of what’s possible, but also a practical path forward — where AI becomes a trusted collaborator in creating smarter, more inclusive, and emotionally engaging travel experiences worldwide.
