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2025: Embracing the AI era and reconstructing new tourism scenarios

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2025-01-26

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Author | Sun Xiaorong

Editor-in-Chief | Yang Ming

Editor | Jing Xiangyuan

Come Source | Xiaorong Says

In 2024, the tourism industry is booming, with new tourism demands such as ice and snow tourism, summer resort tourism, and experiential tourism driving tourism investment growth and business innovation. In these new forms, the presence of AI (artificial intelligence) is constantly emerging. More and more museums are developing and utilizing immersive performances with VR (virtual reality) technology, and more scenic areas are exploring intelligent transformation, carrying out intelligent upgrades in services and marketing. AI has undoubtedly become a major highlight of the cultural and tourism industry in 2024. Looking forward to 2025, the application of AI in the tourism industry is expected to continue to expand, or reconstruct a new cultural and tourism industry ecosystem.

AI Reshapes the Cultural and Tourism Industry

New technological changes are changing the forms of cultural and tourism products, as well as the ways in which cultural and tourism consumption is experienced. Especially now that consumers' demand for "culture" in tourism is becoming stronger, the expansion of AI applications may reshape the cultural and tourism industry ecosystem. This is specifically reflected in the following aspects:

First, turning nothing into something. We know that visual "viewing" is the first principle of tourism experience. However, many historical and cultural resources remain in classics, legends, and piles of old papers. Traditional technical means cannot "materialize" them, that is, they cannot visualize them.

The emergence of AI technology can realize the visualization of many originally "non-materialized" cultures, allowing them to be "seen." For example, the ancient mythology "Shan Hai Jing" can be used to create an immersive experience space through AI technology.

Second, turning the real into the virtual. Similarly, many historical and cultural sites and heritages may have real physical spaces and material carriers, but due to the passage of time and the erosion of years, they can no longer have the brilliance and shocking scenes of the past. In the past, we could only make up for this through storytelling and imagination.

For example, the grand occasion in "Along the River During the Qingming Festival," even though Kaifeng has now rebuilt the "Qingming Shanghe Garden" project, it can only achieve the reconstruction of the buildings and cannot restore the bustling scene in Zhang Zeduan's painting. The application of AI technology can achieve a panoramic "restoration" and enhance the experience of modern people "traveling" to the Song Dynasty through augmented reality.

Third, turning static into dynamic. Many cultural relics and cultural heritage sites that carry historical information are static displays and cannot provide dynamic demonstrations. The application of AI technology can make these cultural relics that have been dormant for thousands or even tens of thousands of years "move" and "come alive." Especially in 2024, many museums use AI technology to make pottery figurines, bronze ware, Tang Sancai, characters in famous paintings, and historical figures move in a lifelike manner.

When our way of "viewing" cultural relics changes, our way of thinking about "culture" will also change, and we will have a more concrete perception of the production and lifestyle of ancient people.

Fourth, turning single into three-dimensional. No culture exists in isolation, but rather as a complex system. When we travel to cultural sites and view cultural relics in museums, they are often "single" existences separated from their "mother body," a slice of culture.

Now, based on the information obtained from archaeology, we can use AI technology to restore a relatively complete cultural ecosystem of a "single" cultural relic and site. For example, based on a Neolithic painted pottery, we can construct a three-dimensional space of an ancient settlement, allowing people to have a more three-dimensional and experiential understanding of the Neolithic Age.

Fifth, turning viewing into immersion. Although "viewing" is the first principle of tourism experience, for us today, "viewing" alone is far from enough. We need more multi-dimensional, multiple, and multi-perspective "immersion." The application of AI technology has made this once-dream a reality.

For example, we cannot visit all the caves in the Mogao Grottoes in Dunhuang, but we can see the murals in each cave more clearly through virtual means, and even "be in them," visiting the scenes when each cave was excavated.

Optimizing Cultural and Tourism Supply Using AI

From the perspective of application scenarios, at present, the digitalization and AI-ization in the cultural and tourism industry mainly focus on cultural activation, scene restoration, and the creation of immersive spaces, mainly in three forms: digital products, real-scene products, and service products.

Digital products are a type of image media product. It can be disseminated online and viewed virtually, but it cannot achieve the experience of "being in it."

Real-scene products have a real experience space. In 2024, many science and technology museums and museums have launched naked-eye 3D projects, and cities and scenic areas have created immersive experience projects, using virtual technology to create real-scene spaces, allowing consumers to "be in it" and have an immersive experience.

Service products replace human services. For example, robots in hotels replace waiters; the "robot dog" on Mount Tai, which became popular after its trial in 2024, replaces "porters." Of course, similar wearable smart tour guides and smart explanations will soon appear as service products.

Looking forward to 2025, it is expected that the application of AI in the cultural and tourism industry will continue to break through these forms and be applied in more sub-sectors of the cultural and tourism industry.

First, applying new technologies in the process of "scenic area renewal" to give traditional scenic areas a new charm, including innovating viewing forms and experience methods, optimizing smart services and guidance systems, and creating immersive experience projects.

Second, the monitoring and early warning mechanism in the process of "safety management" AI helps to form more intelligent monitoring, inspection, and early warning methods, which can be used in preventing extreme weather, equipment inspection, scenic area carrying capacity, etc., to minimize the occurrence of tourism safety accidents and ensure the safety of tourists' travel.

Third, intelligent services in the process of "inbound tourism services" With the implementation of visa-free policies for inbound tourism, inbound tourism experienced rapid growth in 2024, leading to a shortage of guides in many smaller language markets. Multilingual "intelligent" tour guides and "intelligent" wearable devices are expected to see wider application scenarios. The development and application of related smart devices will help inbound tourists navigate self-guided tours more smoothly and conveniently.

AI is a powerful tool for the development of the tourism industry. To enable AI to better serve tourism and create high-quality tourism products, the tourism industry and tourism professionals must possess an "AI consciousness" and "AI thinking" to actively embrace the AI era and use new technologies to innovate tourism products, scenarios, and services. Especially in the revitalization of cultural resources, creative applications of AI technology should be used to promote the creative transformation and innovative development of high-quality culture.

In addition, attention should be paid to consumer safety and social ethics when applying AI. The intelligent development of the tourism industry should adhere to the principle of "people-oriented, intelligent for good." On the one hand, it is necessary to establish industry management regulations that "guide intelligent good and punish intelligent evil," increasing penalties, ensuring safety, and fostering a positive atmosphere.

On the other hand, efforts should be made to improve the professional ethics of tourism professionals, ensuring legal and compliant operations and kind and considerate service. Through "benevolent" scientific supervision and "kind" operational services, a high-quality tourist destination filled with "truth and goodness" can be created.

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