# AI implementation in tourism services

> Live situation record from CLSTR: https://clstr.news/situations/ai-implementation-in-tourism-services
> Updated: 2026-10-19T22:48:23.000Z. Sources: 4. Developments: 2.

The tourism sector has seen the introduction of specialized artificial intelligence tools to enhance visitor and customer experiences.

In Estella-Lizarra, the City Council launched ‘Puy’, a virtual tourism agent providing 24-hour personalized information via web and QR codes. The tool supports text and voice interaction in multiple languages and offers adaptive recommendations based on user interests, location, and weather. The council also plans to use anonymized data to improve local tourism management.

Similarly, the Polish travel agency Itaka introduced ‘Itaka Asystentka AI’ within its mobile application. Designed to assist during the pre-booking stage, the assistant recommends destinations and answers trip-related questions. It utilizes decades of industry data to respond in over 200 languages, aiming to handle routine inquiries so human advisors can focus on complex consultations.

## Timeline

### 2026-10-19: Itaka launches AI assistant for travel planning

Polish travel agency Itaka has launched a 24/7 AI assistant to help customers plan trips, recommend destinations, and answer queries in over 200 languages.

2 sources. https://clstr.news/cluster/itaka-launches-ai-assistant-for-travel-planning

### 2026-10-14: Estella-Lizarra launches AI virtual tourism agent Puy

Estella-Lizarra has launched Puy, an AI-powered virtual tourism agent providing 24/7 personalized travel information via text and voice in multiple languages.

2 sources. https://clstr.news/cluster/estella-lizarra-launches-ai-virtual-tourism-agent-puy

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Cite as: AI implementation in tourism services. CLSTR, https://clstr.news/situations/ai-implementation-in-tourism-services