Let’s talk about travel. Before we even start packing, we all run through that mental checklist: Budget? Location? Stay? But let’s rewind. Before Google Maps, travel vlogs, or app-based bookings, vacations especially with family often meant one thing: temples. School holidays translated into long drives, standing in queues outside famous shrines, and witnessing rituals from a respectful distance. And amid the crowd, a quiet thought often crept in: “What if I could experience this without being physically here?”
Well, that wish just got a digital upgrade. Thanks to the Indian Government’s Temple 360 initiative, you can now watch live aartis, explore sacred architecture, and take digital darshans from your phone or laptop. At a click, devotion becomes a screen experience.
But this convenience raises a critical question: If tech has made travel easier can it also make it more sustainable?
The Over Tourism Dilemma
Take Barcelona in 2024: The city was bursting at its seams. Streets overflowed with tourists. Locals protested. Rent surged, public transport was jammed, and the cultural core of the city began to erode. India faces a similar challenge during pilgrimage seasons. Char Dham, Vaishno Devi, Amarnath Yatra these sites draw millions in a short span. The result? Infrastructure stretched beyond limits, water shortages, ecological degradation in fragile zones and a compromised experience for visitors and locals alike. The real challenge today isn’t attracting tourists, it’s managing them. Enter AI & Experiential Tech AI and immersive technology can play a pivotal role in balancing tourist experience with environmental impact. Let’s break that down:
1. AI-Powered Crowd Management: Using real-time data, AI can predict visitor surges and recommend optimal visiting times, reroute tourists to lesser-known nearby attractions, or even stagger entry slots (already used at the Louvre and Machu Picchu). In India, this could mean managing the yatra season more efficiently, avoiding overcrowding and improving safety.
2. Virtual & Augmented Reality Experiences: Imagine a virtual walk through the Kailash Mansarovar trail or a 360° view of the Kedarnath aarti all from home, or from a dedicated VR zone in the city. This doesn’t just serve people who can’t travel, it also reduces physical burden on ecologically sensitive areas.
3. Smarter Resource Allocation: AI can help hotels and local administrations optimize water usage, reduce energy consumption, and forecast supply chain needs to avoid wastage. For example, smart thermostats, AI-driven lighting, and predictive maintenance in hotels are already reducing carbon footprints across Europe and Southeast Asia.
4. Hyper-Personalised Travel Itineraries: AI can build itineraries based on preferences, peak times, weather conditions, and sustainable travel options—ensuring less congested and more enriching experiences.
The Sustainability Sweet Spot
Currently, AI in tourism is used for:
- Customer profiling and marketing
- Price prediction and inventory management
- Chatbots for 24/7 support
- Automating internal processes like check-ins or cancellations
But here’s what AI can do to push sustainability forward:
- Manage waste and reduce energy consumption across tourist sites
- Promote offbeat destinations to decongest famous ones
- Predict seasonal stress points and prepare local authorities in advance
- Create equitable workforce planning in tourism hubs, avoiding seasonal layoffs
Real-life Example: The city of Amsterdam uses AI to track visitor movement in real time. If a spot gets too crowded, digital boards direct tourists to less populated attractions. This not only enhances tourist satisfaction but also protects the local ecosystem.
Not Without Risks
AI isn’t a silver bullet. Adoption brings its own set of challenges:
- Data privacy and surveillance concerns
- High carbon footprint of data centers powering AI tools
- Tech inequality, where small local businesses can’t keep up with rapid digitisation
- Risk of job losses due to automation in customer service and planning roles
Moreover, there’s still a wide tech literacy gap in tourism-focused regions, especially in developing countries. Which is why policy frameworks are crucial. Governments must ensure AI adoption in tourism is:
- Inclusive (benefits small and local enterprises)
- Transparent (protects user data) – Aligned with climate goals
- Adaptive (evolves based on real-world feedback)
The Road Ahead
AI can’t replace the joy of walking barefoot in temple courtyards, breathing the icy air of a Himalayan morning, or tasting food made in a small-town dhaba. But it can enhance, preserve, and make those experiences more responsible. It can ensure that future generations can still touch these places not just virtually, but physically with the same wonder and reverence. Travel is no longer just about seeing the world. It’s about how we see it and how we choose to preserve it.
FAQs
How is AI being used in tourism today?
AI powers chatbots, predicts prices, plans itineraries, and manages resources efficiently across the travel sector.
Can AI help reduce overcrowding at tourist sites?
Yes, by analyzing real-time data, AI can manage visitor flow and suggest alternate times or locations.
What are virtual tours, and how do they support sustainability?
Virtual tours offer immersive experiences without travel, reducing strain on fragile destinations.
How does AI enable eco-friendly travel planning?
It suggests sustainable routes, green stays, and offbeat spots to minimize environmental impact.
What are the risks of using AI in tourism?
Risks include data privacy concerns, tech inequality, and the energy footprint of AI infrastructure.