Artificial intelligence is rapidly becoming foundational to the tourism and hospitality industry, moving beyond pilot projects to a strategic imperative, according to a new PwC Middle East report titled AI at the heart of tourism and hospitality: powering personalisation, efficiency and growth. Developed in collaboration with the Future Hospitality Summit, the report examines how AI is reshaping destination management, hotel operations and guest engagement across the Middle East.
Based on a survey of regional leaders spanning hospitality, travel, investment and government, the report finds that 91 per cent of respondents are already piloting or deploying AI solutions. However, adoption remains uneven, with only 3 per cent having achieved enterprise-wide implementation, held back by legacy infrastructure, talent shortages and data governance concerns.
Despite these constraints, the business impact is evident. Around 85 per cent of organisations reported measurable gains in cost efficiency and operational performance, while 74 per cent have earmarked dedicated budgets for AI for the first time. AI is increasingly being used to anticipate guest preferences, streamline operations and support sustainability objectives, aligning closely with national transformation agendas such as Saudi Arabia’s Vision 2030 and the UAE’s digital tourism strategy.
Key application areas include hyper-personalised guest experiences, workforce enablement and upskilling, integrated data and operations platforms, and AI-driven channel and reputation management. PwC emphasises that AI is not replacing human interaction but enhancing it, with long-term success hinging on responsible, ethical and value-driven adoption.
