Artificial intelligence has emerged as a key factor in the transformation of tourism in Colombia, optimizing the operations of agencies, hotels and airlines, and enriching the experiences of travelers with a personalized approach. With the growing arrival of visitors, Companies in the sector seek innovative solutions to respond to market demands and guarantee an efficient and competitive service.
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According to the last analysis of the Ministry of Commerce, Industry and Tourism, based on migration figures Colombia, the country received about seven million non -resident visitors between January and December 2024. This 8.5 % growth compared to the previous year represents a challenge for the sectorespecially in customer service and problem solving in high seasons, where the demand for fast and personalized responses intensifies.
Fabio Sattolo, Chief People and Technology Officer of the Covisian group, highlighted the importance of customization in the industry: “Tourism is tending to hyperpersonalization, since today’s travelers seek more than traditional destinations, alternative itineraries and different experiences. Therefore, artificial intelligence is a key tool to deal with the challenges of the tourism sector, especially in a country as diverse and with as many opportunities as Colombia. “
Generative artificial intelligence tools have demonstrated their ability to optimize interaction with customers, reduce waiting times and anticipate their needs. These technologies have allowed companies to improve the quality of the service, increase the loyalty of travelers and expedite internal processes. An example of this is automation in travel planning. According to Sattolo, Previously, tourist operators took more than two days to analyze applications and offer personalized itineraries. With the incorporation of artificial intelligence, this process is now carried out in a minute, allowing an immediate response and adapted to customer preferences.
In the case of airlines, Artificial intelligence has allowed automating repetitive tasks such as flight verification, itinerary change management and cancellation processing. This has freed human agents from operational loads, allowing them to focus on interactions of greater value, such as complex problems and personalized attention.
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The most chosen destinations by Colombians.
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The incorporation of artificial intelligence has also facilitated customer service in the tourism industry through the use of automatic learning, which optimizes frequent consultation management. Sattolo explained that tools such as Smile.CX GAIA analyze and interpret conversations in real time to customize the interaction with travelers and adapt the information to each communication channel. “That is, Smile.CX Gaia analyzes and interprets the information of the conversations, both written and spoken, and adapts their answers in real time. In this way, not only offers destinations, dates, accommodations or personalized services for travelers, but that customizes each interaction and adapts to each channel to offer complete, value and personalized experiences. “
The impact of artificial intelligence on tourism is not exclusive to Colombia. Elena Castaño, head of sales and commercial of OK Located, told Portafolio that her company focuses on the digitalization of tourist resources through intelligent digital signage. “Through Vicon, we digitize each resource for the user to receive on his mobile the information of the monument in front .
The incorporation of artificial intelligence in tourist destinations responds to the demand of travelers for more integrated and personalized experiences. “The conversational assistant allows to ask in real time about restaurants, activities or recommended routes and provides personalized responses according to the interests of the user,” He added Castaño. He also mentioned the implementation of a capacity control system to monitor the number of people in certain spaces and manage the safety of visitors.
Regarding the labor impact of artificial intelligence in the tourism industry, Castaño stressed that technology does not seek to replace jobs, but complement them: “Both humans and tools must collaborate to improve the tourist experience. Human warmth is irreplaceable and technology only power, allowing information to flow quickly and effortlessly for the user.”
Jaime Monserrat, president of the Cluster Tourist Tech, stressed the role of technology as a catalyst in the modernization of tourism. “Technology has not only transformed the sector, but has become an indispensable element for the appearance of new business models.”
According to Monserrat, companies have begun to prioritize artificial intelligence to improve their operational processes and customer service. “They are including smart chatbots, tools for the creation of itineraries and post -conducive systems in hotels, which optimizes the relationship with tourists and improves the efficiency of services“. He also highlighted the integration of artificial intelligence into the prediction of trends and preferences, allowing companies to adapt their offer based on real -time data.
Human contact remains a determining factor in the industry. Monserrat said that “In tourism, personal contact is important. Artificial intelligence will allow raising the concept of the human in interaction with customers, improving the quality of the service.” He added that the key is to find a balance where technology is strategic support without displacing human interaction.
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Trips
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On concern about the impact on employment, Monserrat recalled the history of previous technological revolutions: “Every time a technological innovation arises, it is feared for the loss of jobs, but the reality is that new opportunities are also created. There were professions that did not exist a decade ago, and today they are indispensable.” As an example, he mentioned that positions such as Chief Data Officer or customer experience analyst have emerged in response to new market demands.
Projections for the tourism sector include the integration of artificial intelligence with other emerging technologies such as the Internet of Things (IoT), 5G connectivity, blockchain and cybersecurity. Monserrat said that “Advances in artificial intelligence will continue to transform the industry, improving the relationship with the client and optimizing the operation of tourist services.” He said that the investment in technology will be crucial for companies in the sector to remain competitive in the global market. The convergence of these innovations will allow a more efficient, accessible and connected tourist experience, marking the future of tourism in Colombia and the world.
Paula Galeano Balaguera
Portfolio journalist
