AI and extended reality drive transformation in tourism and hospitality

The tourism and hospitality sectors are undergoing a significant transformation driven by artificial intelligence and extended reality. In Burgos, Spain, the project ‘El Umbral RX’, led by Vanesa Ochoa, is utilizing AI, augmented reality, virtual reality, and mixed reality to create immersive historical experiences. This technology allows visitors to interact with digital recreations of historical sites and characters, effectively ‘traveling through time’ to better understand heritage.

Looking toward 2026, hospitality trends indicate a shift toward purposeful and authentic travel. Consumers are increasingly prioritizing sustainability and regenerative tourism—models that aim to provide positive benefits to local communities and environments rather than just minimizing impact. AI is expected to become a standard tool for personalized travel planning and real-time assistance, moving the industry toward a model where technology serves to enhance human connection and destination authenticity.