# AI at the heart of tourism and hospitality: powering personalisation, efficiency and growth

**Publisher:** PwC Middle East  
**Published:** 2025-12-23  
**Category:** Consulting & advisory  
**Type:** Report  
**Access:** Free PDF  
**Official source:** https://www.pwc.com/m1/en/publications/ai-tourism-hospitality.html  
**Canonical:** https://tourismintel.ai/reports/ai-at-the-heart-of-tourism-and-hospitality

## At a glance
- 91% of regional industry leaders are piloting or using AI solutions, but only 3% have achieved enterprise-wide deployment.
- 85% of respondents report measurable improvements in cost efficiency and performance from AI adoption.
- 74% have allocated dedicated AI budgets for the first time, signalling serious investment commitment.
- Legacy systems, talent gaps and data privacy concerns remain key barriers to scaling AI across the sector.

## What the report covers
This report by PwC Middle East examines AI adoption in tourism and hospitality across the Middle East region. It draws on a regional survey of industry leaders in hotels, travel, investment and government sectors. The analysis identifies how organisations are applying AI to enhance guest experiences, optimise operations and support sustainability objectives, while highlighting barriers to enterprise-wide deployment.

## Key findings
AI adoption is widespread but shallow. According to the survey, 91% of regional industry leaders are piloting or using AI solutions. However, only 3% have progressed to enterprise-wide deployment, constrained by legacy systems, talent gaps and data privacy considerations. This gap indicates that while experimentation is common, structural barriers prevent scaling.

Cost and performance gains are measurable and motivating investment. The survey finds 85% of respondents report measurable improvements in cost efficiency and performance from AI use. This tangible value has prompted 74% to allocate dedicated AI budgets for the first time, demonstrating growing confidence in AI's return on investment.

Five priority areas for AI application have emerged. The report identifies guest experience, human resources, operations and data infrastructure, channel management, and reputation management as the sector's key focus areas. AI is being deployed to create hyper-personalised journeys, upskill workforces, connect fragmented systems and redefine distribution strategies.

AI is positioned as enabler, not replacement. The report emphasises that AI amplifies rather than replaces human capability. Success depends on using AI responsibly to create seamless, ethical and valuable interactions, suggesting the competitive advantage lies in hybrid human-AI models rather than full automation.

## Key numbers
| Metric | Value | Note |
|---|---|---|
| Organisations piloting or using AI solutions | 91% | Survey of Middle East regional industry leaders; observed adoption rate |
| Organisations with enterprise-wide AI deployment | 3% | Survey of Middle East regional industry leaders; observed deployment maturity |
| Respondents reporting measurable improvements in cost efficiency and performance | 85% | Survey of Middle East regional industry leaders; observed business impact |
| Organisations allocating dedicated AI budgets for the first time | 74% | Survey of Middle East regional industry leaders; observed investment commitment |

## Why it matters
**DMOs & destinations** — The report signals that AI is now central to national transformation agendas across the Middle East, including Saudi Arabia's Vision 2030 and UAE digital-first strategies. DMOs must prioritise AI investment to remain competitive. The 3% enterprise deployment rate suggests early movers can gain substantial market advantage before competition intensifies.

**Hotels & hospitality** — 85% of survey respondents report measurable cost efficiency and performance gains from AI, validating ROI expectations. However, legacy systems and talent gaps constrain 97% of organisations from full deployment. Hoteliers must address infrastructure and skills gaps to unlock AI's transformative potential in guest personalisation and operational optimisation.

**Travel tech & distribution** — Channel management and reputation systems are identified as key AI impact areas. 91% adoption of AI solutions signals demand for intelligent distribution and reputation tools. Tech vendors should focus on solutions addressing data privacy concerns and legacy system integration, the two barriers constraining enterprise deployment.

## Methodology and limits
The report is based on a regional survey conducted by PwC Middle East of industry leaders across hotels, travel, investment and government sectors. Specific sample size, survey period and sampling methodology are not disclosed in the publicly available summary. This brief is based on the public-facing webpage and summary only; the full PDF report (5.22 MB) contains additional detailed findings not visible in this source text.

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© PwC Middle East for the original report. This brief is an original editorial summary by TourismIntel (https://tourismintel.ai). Read the original: https://www.pwc.com/m1/en/publications/ai-tourism-hospitality.html