World Tourism Day asks who benefits when AI helps choose our next trip

You ask a phone where to go on holiday, and a list appears. Beaches, hotels, restaurants, maybe a perfect little cafe. But which places never make that list, and whose business loses out when they remain invisible?

That question sits behind this year's World Tourism Day, observed on September 27. Its theme put digital technology and artificial intelligence at the centre of the conversation about the future of travel.

More than a smarter booking button

In his World Tourism Day message, UN Secretary-General Antonio Guterres said AI could improve services and create opportunities for smaller businesses. But he also warned that it could direct travellers towards the same limited set of places and platforms.

The UN's call was for tourism workers, communities and emerging destinations to help shape the changes. That means improving digital skills and access to technology, rather than assuming everybody starts with the same tools.

For a small guesthouse or local guide, being good at the job and being easy to discover online are different challenges. A travel recommendation can create an opportunity, but only for a business that appears in it. That is why visibility matters alongside convenience.

Kenya puts young creators in the picture

TV47 reported that Kenya marked the day in Uasin Gishu County, where Tourism Cabinet Secretary Rebecca Miano spoke about making the country's tourism offerings easier to find through digital platforms.

She highlighted the role of young people, including influencers and content creators, in introducing destinations to audiences online. She also pointed to initiatives such as Safari Live and Tembea Kenya as ways of showcasing places and experiences.

The focus extended beyond the most familiar holiday images. Officials discussed Uasin Gishu and the wider North Rift as a tourism area, including opportunities connected to the region's sporting heritage.

Those were statements about plans and opportunities. They do not, by themselves, prove that every local business is already benefiting from a digital transformation.

Ghana faces a similar challenge

A Ghana News Agency preview described digital initiatives including the Ghana Tourism Information System and the Experience Ghana campaign. It also outlined celebrations in Koforidua running from September 26 to October 3.

The report identified familiar obstacles for smaller businesses and rural destinations: digital skills, access to technology, data protection and cybersecurity. Putting a destination online is therefore only part of the job.

For travellers, the attraction of digital tools is clear. Fewer tabs, quicker comparisons, less time spent arguing in the holiday group chat. For communities, the question is whether those tools bring useful attention and a fair chance to earn.

World Tourism Day's message was that the two goals should go together. A better travel experience should also give the people who host, guide, cook and create a meaningful place in the future being planned for them.