The Influence of Artificial Intelligence on South Africa’s Tourism Sector: A Review and Path Forward

Abstract

Tourism is a vital economic sector in South Africa, attracting a large number of visitors who come to experience the diverse range of tourist attractions the country has to offer. In its efforts to achieve sustainability and competitiveness, the industry is incorporating Artificial Intelligence (AI) into its operations. This review explores the transformative role of AI in South Africa's tourism sector, highlighting both current applications and future potential. This paper aims to illustrate how AI enhances the tourist experience and operational efficiency. Furthermore, it will map the way forward by identifying challenges and proposing strategic initiatives for stakeholders to harness AI's full potential in promoting sustainable tourism growth. A qualitative approach was employed in reviewing thirty articles published in peer-reviewed journals. The results indicate that AI has a significant potential to enhance the competitiveness of the tourism sector in South Africa. However, the integration of AI into the tourism sector might have a plethora of problems such as data privacy concerns, the fear of retrenchments and worker disenfranchisement. The paper suggests that significant measures are required to maximise the potential benefits of AI. The paper proposes collaboration between tech companies and tourism operators and the development of technology pro-policy initiatives to support AI integration. Further research is necessary to explore strategies for mitigating any adverse effects of AI in tourism, with a focus on boosting job opportunities and improving the socio-economic welfare of all stakeholders in the sector.

https://doi.org/10.26803/MyRes.2024.17