The Future of Travel in India: How AI and Innovation Are Reshaping Tourism
✍️ Opinions
This article has been contributed by Sandeep Arora, Director of Brightsun Travel.
India's travel sector is surging, fuelled by tech-empowered, adventurous travellers from smaller cities. They are driving demand for diverse experiences, ranging from local culture to global destinations. Bookings are up, with spending on the rise for premium and international travel. Online platforms lead in bookings, with social media influencing the younger generation. The industry's growth is robust, projected at 12% to 15% annually, promising a future rich with varied tourism trends and digital enhancements.
Generative AI and AI travel assistants are curating options, smoothing the trip planning process, speeding up price comparisons and more on almost every platform. Whether using a website, apps like WhatsApp or text (SMS) services, AI is at work to streamline the results. The tourism industry is no stranger to artificial intelligence (AI). Whether you look at the impact of Google becoming an AI-first company–think Google Maps or Flights–or the general use of AI in trip booking platforms, AI has been present in the tourism industry since long before 2017. Yet AI’s presence is becoming even more pronounced. Consumers are becoming accustomed to getting full trip plans prepared for them through voice prompts on chatbots or highly specialized accommodation and flight results based upon their search history. AI has changed the game and increased expectations consumers have of convenience.
Augmented reality (AR) and virtual reality (VR) have emerged as transformative technologies, revolutionizing the way tourists engage with hospitality service providers. A prime application is facilitating hotel bookings. Findings indicate that the perceived ease of use, innovativeness, and usefulness of AR and VR positively influence tourists’ satisfaction, driving them to embrace these technologies for hotel bookings. While there might be underlying concerns about associated risks, these risks do not significantly deter repeat visits. Imagine strolling through the ruins of Hampi with your phone overlaying reconstructed temples, or previewing the interiors of a Rajasthani haveli through a VR headset before booking. These are no longer gimmicks; they are shaping expectations of what “exploring” should feel like.
AI technologies, particularly those using NLP, have transformed customer service interactions. Chatbots and virtual assistants powered by Gen-AI are capable of handling inquiries and providing recommendations in real-time, offering a level of personalization that was previously unattainable. These AI-enhanced interfaces not only respond to customer needs around the clock but also learn from interactions to improve their accuracy and helpfulness over time. On the generative-AI side of things log-AI systems can automate customer service, provide round-the-clock support, respond instantly to queries, minimise response times, and supply relevant information, all of which are crucial for improving customer satisfaction.
A traditional concierge in hospitality is often the go-to person for guest requests. From booking a cab to suggesting a restaurant, they help guests with small but important tasks that shape the overall experience. The role has always been service-oriented, with local knowledge and quick thinking. Business models themselves are being rewritten. Startups are experimenting with services that can turn social media content into curated itineraries, while established companies are investing in the diversity of India, once considered a challenge, is becoming an asset in this new ecosystem; with AI handling translation, personalization, and localisation, travellers can navigate regions more comfortably in their preferred languages and cultural contexts. For small operators—homestays, guides, artisans—this technology opens unprecedented access to national and even global markets.
Sanvi Barjatya
The road ahead suggests an even more integrated future. Within the next five years, travellers may depend on a single intelligent assistant that handles every part of the journey, from visa paperwork and flight updates to on-the-ground navigation and real-time cultural insights. Heritage sites could adopt immersive mixed-reality storytelling as standard, blending history with technology to preserve authenticity while deepening engagement. At the same time, sustainability will move from being a talking point to an operational necessity: AI will increasingly be used to optimise routes, reduce energy footprints, and manage overtourism in fragile ecosystems.
Yet, these opportunities come with caution. India’s digital divide means not all communities have equal access to connectivity or devices, raising the risk that benefits remain concentrated in urban centres. Privacy and data protection loom large as biometric systems like Digi Yatra expand. And while efficiency is valuable, over-automation risks stripping travel of the spontaneity and local charm that makes it meaningful. The real challenge for India’s tourism industry will be to embrace innovation without losing sight of authenticity, equity, and cultural depth.
The transformation of travel in India is already underway, driven by AI’s ability to personalise, optimise, and scale experiences. But technology alone will not define the future—what will matter is how responsibly and inclusively it is applied. If India can balance innovation with integrity, the next decade could see the country not only welcoming more travellers but also setting a global example of how tradition and technology can coexist in tourism.
Sanvi Barjatya
Must have tools for startups - Recommended by StartupTalky
- Convert Visitors into Leads- SeizeLead
- Website Builder SquareSpace
- Manage your business Smoothly Google Business Suite
