AI is Useful but Human Element Irreplaceable in Tourism

GREEN ISLAND, Jamaica; Thursday, February 27, 2025: While touting artificial intelligence (AI) as a useful tool for tourism, Jamaica’s Director of Tourism, Donovan White is advising global industry stakeholders that “the human element of travel is irreplaceable.”

Mr. White was among a panel exploring the topic “Harnessing AI for Tourism Resilience” with the focus on the impact of AI in fortifying the tourism sector against various challenges” at the 3rd Global Tourism Resilience Conference, held recently at the Princess Grand Jamaica resort.

Taking it from the position of the Jamaica Tourist Board (JTB), Mr. White’s presentation looked at AI and travel, AI and tourism, predictive analytics, crisis management and sustainability. He said since its emergence, the tourism industry has used AI to reduce cost, streamline operations and it has been transforming the industry, and at all stages has given useful tools to make the travel process seamless. Identifying areas in which certain tools have benefitted the travel trade, he singled out the AI Travel Agent as being, perhaps one of the most interesting tools.

He said these digital agents can assist with complex travel requests, search online platforms for the best deals, make hotel recommendations and develop itineraries. “What we have found however, is that whilst some travellers are finding this a very useful tool, they’re still doing their intelligence of researching on their own through the online travel forums, working with trusted travel advisors and visiting the destination’s website for recommendations,” he informed.

Underscoring that the human element was irreplaceable, he pointed out that “only humans can provide insights into particularities like the best time to visit a location for an excursion; who at the hotel mixes the best drinks or offers the best rates through personal contacts.” He said AI won’t give those deliberate responses “so authenticity is still an important aspect in the travel planning process and we don’t see that disappearing any time soon.”

Mr. White identified many key areas in which AI is being utilized in Jamaica’s tourism industry, including automated kiosks equipped with biometric face scanners at the international airports in Kingston and Montego Bay, allowing for border agents to be freed up to deal with more serious border related security tasks. At the end of 2024 over 100 passport control kiosks and 15 e-Gates had been installed at both airports.

He added that the JTB’s AI-powered Chatbot which acts as a virtual travel specialist on visitjamaica.com delivers 24-hour customer assistance to potential visitors, with users being able to connect to a live agent. Mr. White said the Chatbot can now converse in ten languages; “still, there’s enormous potential for AI that is yet to be realized.” The JTB is now building an audio AI tool that it hopes to bring to market this year.

In terms of analytics, Mr. White said AI can help to forecast future trends, demand, customer preferences, enable proactive decision making, research optimizations and “this enhances our ability to cater to evolving traveller’s needs and stay competitive.”