The era of algorithmic travel storytelling.

Technology is changing the way we travel.

According to Shaikha Al Nuwais, progress does not automatically mean that benefits will come to everyone. This is a noteworthy point in this year's message.

The development of AI could create new opportunities for travelers and millions whose livelihoods depend on tourism, but it also risks widening the gap between those who are shaping the new rules of the digital world and those who can only follow those changes.

AI assistants are changing the way travelers search for information. (Source: iStock)

In tourism, that gap can manifest in very specific ways. A business with good data and sufficient resources to invest in technology will have a much greater chance of reaching customers. A fully digitized destination can easily appear in search results and AI suggestions. Meanwhile, a community with rich cultural values ​​but lacking digital infrastructure, data, and skills may continue to be left behind in the face of new market changes.

The message from the UN Tourism Secretary-General also highlighted a less-seen problem behind increasingly convenient digital experiences: technologies in the tourism industry are still not truly interconnected and operating in sync. Booking, payment, and data systems remain largely separate.

Therefore, the modern tourism industry needs systems that can connect, share data, and support each other so that technology truly creates value instead of creating new gaps.

Opportunities to expand destinations

Vietnam's tourism industry boasts a diverse range of destinations, from heritage sites and urban areas to coastal and island destinations, craft villages, community-based tourism, and local cultural spaces. AI can open doors to further promote these destinations to the right target audience, with an approach that better suits their individual needs and preferences.

In fact, some destinations have begun using technology to expand accessibility for tourists. At Cuc Phuong National Park, online ticketing, the use of e-tickets, and QR codes during visits are making the journey more convenient for tourists, while also supporting the destination's gradual transition to a data-driven management model.

Meanwhile, Hoi An is experimenting with new approaches to its heritage. The digital map "Hoi An Art and Creative Spaces," launched during Hoi An Creative Week 2026, helps tourists proactively plan their itineraries and connect with craft villages and museums; GPS, QR codes, and AI technology are also being incorporated into some experiential activities.

To turn that utility into a reality, the data must be complete and reliable, the systems need to be interconnected, and people must be equipped with the necessary skills to use the technology.

Tourists experience Hoi An ancient town. (Source: TITC)

In particular, digital transformation should not be viewed solely from the perspective of businesses or tourists. Those directly involved in creating tourism products also need to play a role in this process. Workers, local communities, small businesses, and heritage custodians are all part of the tourism economy. If they lack access to technology, the digital divide can become a gap in livelihood opportunities.

Therefore, the message of this year's World Tourism Day goes beyond simply encouraging the tourism industry to adopt AI. "That is also the future we need to work towards together – a future where technology not only makes travel more convenient, but also contributes to building a sustainable, inclusive tourism industry that provides opportunities for all," emphasized the Secretary-General of UN Tourism.