What is Agentic Tourism Initiative?
Launched with TOURISE and Globant, the Agentic Tourism Initiative is a global, community-driven effort that unites industry leaders to set open, collaborative standards for Agentic AI in tourism, advancing responsible, transparent, and sustainable travel.
Meet the Agents Redefining
the Tourism Experience
Operations Optimizer
Sense, predict, and rebalance
operational resources dynamically
Wellness Agent
Protect, pace, and personalize
well-being during travel
Regeneration Guardian
Nudge sustainable choices and
track positive impact
Experience maximizer
Curate, anticipate, and adapt
the traveler journey in real time
Opportunity Connector
Transform trips into economic &
professional value
Agentic Tourism Initiative Overview
Key Information & Insights
What is the purpose of the Agentic Tourism Initiative?
The initiative fosters responsible innovation in Agentic AI for global tourism. It unites organizations to collaborate, share knowledge, and co-create open, interoperable AI solutions that enhance traveler experiences, boost efficiency, and support sustainable, human-centered growth, focusing on guidance and experimentation rather than regulation.
What are the Guiding Principles?
This initiative follows seven core principles to ensure AI is used responsibly, ethically, and in a human-centered way across the travel ecosystem:
Human-Centered Innovation – AI enhances people, not replaces them
Interoperability & Openness – Systems work seamlessly across tourism
Sustainability & Regeneration – Innovations minimize impact and support responsible travel
Ethical & Transparent AI – AI is fair, private, and accountable
Collaboration Over Competition – Shared solutions achieve more together
Measurable Impact – Pilots and insights deliver real-world value
Continuous Learning & Adaptation – ATI evolves with technology and travel
Who is currently part of the Agentic Tourism Initiative?
The founding members include TOURISE, Saudi Tourism Authority, Globant, AWS, King Salman International Airport, Red Sea Global, Riyadh Air, Holibob, Salesforce, Trip.com, Amadeus, HUMAIN, and the World Travel & Tourism Council, among others. These organizations span technology, aviation, hospitality, infrastructure, and destination leadership.
What do members contribute?
Members bring expertise, insights, operational knowledge, and real-world contexts in which to test and validate Agentic AI. They participate in pilots, share learnings, and collaborate on the development of shared principles, interoperability frameworks, and the Agentic Protocol for Tourism. Each member helps advance a responsible, open, and future-ready model of AI for the global travel industry.
Meet the Founding Members
Establish Core Team
Execute the Davos workshop
Latest News & Events
TOURISE 2025 Debuts Agentic Tourism Initiative
Pioneering the Future of Intelligent Travel
Latest News & Events
TOURISE & Globant Unveil Game-Changing Agentic Tourism Report
AI-Driven Insights Transforming the Travel Industry
Latest News & Events
TOURISE Session at Davos 2026
Agentic Tourism: From Insight to Autonomous Action
SHAPE THE FUTURE
OF AI-DRIVEN TOURISM.