TOURISE and Globant unveil groundbreaking report on Agentic Tourism | News
Imagine a traveler’s perfect day planning itself, taking a different route around a rainstorm, prompting a cafe to hire staff before the lunch rush, and suggesting a quiet gallery as the crowds increase. This is the promise of Agentic Tourism, an AI-powered business model introduced in a new white paper from TOURISE and Globant, a digitally native company helping organizations thrive in a digital and AI-powered future, with a strategic contribution from Kearney. The report, titled Tourism’s AI Takeover: Reinventing Travel through Agentic Tourism, presents a practical framework for transforming the tourism experience, making it more seamless, intelligent and emotionally resonant.
In 2024, tourism generated $10.9 trillion, almost 10 percent of global GDP, and is expected to reach $16.5 trillion by 2035. AI in the tourism market is expected to grow from $3.4 billion in 2024 to $13.9 billion in 2030; destinations face a clear choice, evolve with coordinated AI adoption or risk fragmentation, inefficiency and reduced traveler satisfaction.
The white paper, released ahead of the inaugural TOURISE Summit in Riyadh from November 11 to 13, 2025, provides a roadmap for public and private sector leaders to apply AI across five key dimensions: experience, operations, sustainability, well-being and economic opportunity. The goal is to help destinations across the tourism ecosystem act now, scale responsibly and continue to put people at the center.
A coordinated model for the future of travel
Agentic Tourism introduces a system of autonomous AI agents controlled by humans and shared norms. These resources are designed to deliver measurable impact. They aim to reduce wait times, increase satisfaction scores, increase the number of eco-friendly bookings and unlock new economic value. The model includes five agent archetypes:
● Experience Maximizer manages and adjusts itineraries in real time, managing disruptions and improving personalization.
● Operations Optimizer balances staff, resources and services to improve efficiency and reduce bottlenecks.
● Regeneration Guardian uncovers environmental and social impacts to promote responsible travel choices.
● Wellness Agent uses contextual data to support traveler health, comfort, and safety.
● Opportunity Connector links visitors’ interests to local networks, events and collaboration partners to create economic value.
The white paper serves as a strategic playbook, helping tourism destinations, governments, operators, platforms and communities implement these innovations without losing the human touch that defines meaningful travel.
“Agentic Tourism is not just a model. It is a movement and those who adopt it first will shape the trajectory of the sector’s future disruption,” said His Excellency Ahmed Al-Khateeb, Minister of Tourism and Chairman of the Board of Directors of TOURISE. “AI enables every country to embrace an era that elevates both established and emerging destinations and ensures inclusive access for all. To accelerate innovation in tourism and its converging sectors, TOURISE will continue to collaborate with industry experts on a series of white papers that leverage actionable data and high-impact research to address the sector’s most pressing challenges.”
“The next chapter of tourism 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 for digitizing end-to-end digital experiences so that hosts, tour operators and destinations can transform isolated innovations into interconnected, adaptive and meaningful interactions throughout every trip.”
Download the full white paper and request an invitation to the TOURISE Summit at TOURISE.com
