One Thing Most Tourism Operators Misunderstand About AI…

If there’s one thing I’ve learned after four decades in tourism, it’s that this industry is full of smart, hardworking people who will do anything to take care of their clients.

But if I had to point out the biggest misconception I keep hearing when it comes to technology. specifically AI, it’s this:

“AI is going to replace my staff.”

Let me tell you, as someone who has worked in this industry for over 40 years, across operations, guest services, sales, and now AI implementation — that couldn’t be further from the truth.

AI isn’t about replacing people. It’s about protecting your team and your time.

The reality is, many tourism businesses are running leaner than ever. Staffing is a challenge. Enquiries are non-stop. Client expectations keep rising — while time and resources keep shrinking.

AI isn’t here to push people out, it’s here to take the pressure off.

We're talking about:

• Automated FAQ responses that deal with repetitive client queries

• Booking confirmations and reminders that go out without manual input

• Pre- and post-stay messages that are sent with consistency and accuracy

• Lead capture tools that don’t miss a single opportunity

This isn’t “cold tech.” It’s smart support that works alongside your team — not instead of them.

This is, and always will be, a people industry.

Tourism is built on stories, connections, and memories.

It’s the smile at check-in. The local tip that leads to a perfect afternoon. The feeling that someone truly sees and understands the kind of experience you’re looking for.

AI can’t do that.

• It can’t tell a story with heart.

• It can’t sense when a client just needs a quiet moment.

• It can’t laugh with someone about a missed flight or remember the name of their dog from last year’s visit.

That’s the magic only your people can provide. And that’s why your people will always be the most important part of your business.

What AI can do is free your team from the repetitive, time-draining tasks that pull them away from those human moments.

Your team is still the heart, AI is just the engine behind the scenes.

In my work with Myma.ai and through my company, Virtually Tourism, I’ve helped operators implement AI systems that:

• Save hours every week

• Improve client communication

• And most importantly, create headspace for your team to deliver real, high-touch service

When your staff aren’t bogged down with repetitive admin, they can spend more time doing what they’re great at: building relationships and exceeding expectations.

That’s not staff replacement. That’s staff elevation.

So why is this misunderstood?

Because tech can be intimidating — especially in an industry that thrives on human connection.
But here’s the truth:

✅ When used correctly, AI doesn’t dilute your brand, it amplifies it
✅ It helps your clients feel more supported, not less
✅ And it helps your business stay consistent, responsive, and professional, even when things get busy

A personal perspective

I didn’t come to AI as a tech evangelist. I came to it as a tourism operator — one who needed a new way to work after life threw my family a serious curveball.

That experience led me to start Virtually Tourism, and to work with tools like Myma.ai, helping operators streamline their systems while still delivering a deeply human experience.

It’s not about automating everything.

It’s about using the right tools to protect your time, support your team, and elevate your service.

Final thought:

If you love this industry like I do, and you want to keep showing up for your clients — AI can help make that possible.

But it won’t tell your stories, connect with your clients, or create unforgettable moments.
That’s still your role. And it always will be.