AI’s Role in Transforming Mexico’s Tourism Industry

Cozumel, Mexico — The president of the Federation of Tourism Entrepreneurs (FETUR), Margarita Carbajal Carmona, stated that the incorporation of artificial intelligence (AI) in the tourism sector will mark a significant change in the country’s economic activity, as seen in some hotels and companies that have begun implementing these tools to optimize response times and improve customer service, reflecting an ongoing transformation process.

Carbajal Carmona explained that these topics will be addressed at the World Tourism Trends Summit (WTTS), scheduled for November 26 and 27, a meeting that aims to strengthen knowledge transfer and the use of technological information in the tourism industry. The event is directed at entrepreneurs and the entire value chain of the sector, with the purpose of offering a clear vision on global trends and the objectives that FETUR promotes in terms of innovation.

Artificial intelligence is positioned as a key tool for the sector’s competitiveness. Among the axes of discussion is the so-called “tourism sovereignty,” a concept that raises the need for Mexico to have greater control over the data of visitors entering the country. According to Margarita Carbajal, having precise and strategically managed information will amplify opportunities for economic growth and consolidate tourism as an engine of development.

According to a recent study, between 12 and 18 percent of Mexican companies use artificial intelligence in their processes, a figure that contrasts with the 40 percent adoption of these technologies among the general population. However, for the president of FETUR, although there is still room for advancement, the results show that the tourism sector “is not doing so badly” in the incorporation of these tools.

The WTTS will bring together entrepreneurs to analyze global technological trends. “We were recently at a Nvidia event and observed the interest of Mexican entrepreneurs in understanding the use of AI, and that willingness is what we hope to see reflected in the World Tourism Trends Summit,” she expressed.

Carbajal Carmona emphasized that artificial intelligence not only reduces costs and speeds up processes but also opens the possibility of redefining the way the tourism experience is conceived. In that sense, she reiterated that FETUR will continue promoting spaces for dialogue and training so that entrepreneurs have the necessary tools to face the challenges of the new digital era.