Beyond the Buzzwords: Why AI in Tourism Needs More Than Data and Chatbots
AI has become the hottest buzzword in tourism, with countless platforms touting data lakes, AI chatbots, and SEO optimization as the keys to future success. But here’s the truth no one’s talking about: When AI does what it’s best at, humans get to do what they’re built for, leading, connecting, and creating. And when misused, it can actually push destinations further away from what travelers crave, authentic human connection and the telling of unique stories in their cities.
Recently, I read an article from Matador Network's GuideGeek AI that highlights what tourism CEOs want from AI. While it hits on important questions, data usage, SEO, and staff buy-in, it falls into the same trap I see everywhere: a novice approach that prioritizes tech over strategy, tools over transformation. At HIVE we have witnessed the transformative power of teaching how to leverage these tools to truly help any business, like with our clients at Microsoft, or the Colorado Rockies, to build smart AI strategies that get them to a new level of over 200% efficiency and a total clarity on how to use proven tools we have advanced access to for maximum output. We have witnessed this over 28,000 participants and over 84,000 hours of educating humans just like you.
1. Data Without Strategy Is Just Noise
Every DMO is scrambling to build data lakes and knowledge graphs, hoping it will magically drive visitor engagement. But here’s the thing: data isn’t valuable until it’s structured in ways that are useful, practical, and relevant. Collecting data for the sake of it leads to clutter, not clarity. But to collect relevant data in a smart way, that can be leveraged with a good AI tool to get real results, that is the way.
“It’s not about how much data you have—it’s about how easily you can turn that data into action. Build a system that allows AI to wrap around your data, creating real-time dashboards that empower smarter decisions.” — Mitch Mitchem
A well-structured data strategy should be designed so AI can pull insights effortlessly, offering tourism leaders clear, actionable takeaways, not endless spreadsheets. And let’s not kid ourselves: dashboards, not data lakes, are what CEOs actually want, but the lake still needs to be built.
2. Chatbots Are Not the Answer for Real Engagement
One of the biggest myths floating around the tourism industry is that conversational AI, like chatbots, will revolutionize in-destination engagement. Here’s the reality: they won’t. The human touch is CRITICAL.
When people are planning trips or navigating a new city, they want real answers from real people, fast. Chatbots slow that process down. They frustrate users. And worse, they kill the human element that travelers crave.
“AI should augment human interaction, not replace it. The more we push chatbots into customer-facing roles, the more we alienate the very people we’re trying to attract.” — Mitch Mitchem
Instead of leaning on bots, focus on empowering staff with AI-driven tools that make them more responsive, insightful, and effective. Because in tourism, people don’t remember the perfect itinerary a chatbot suggested—they remember the human moments.
3. Personalized Data Is Useless Without the Human Lens
Everyone’s obsessed with personalized data, and for good reason, it’s powerful. But there’s a catch: data only shows you patterns. It doesn’t show you people.
If you’re not layering human insight on top of your data, you’re missing the bigger picture. Trends change. Emotions fluctuate. Cities evolve. AI can identify the “what,” but only real human analysis can explain the “why.”
“Data gives you a snapshot. Real research and human-centered strategy give you the story. Without that, you’re flying blind.” — Mitch Mitchem
Tourism, like all the kinds of industries we serve, from HR to tech and even professional sports, isn’t only about numbers, it’s about experiences. And if your AI strategy isn’t rooted in understanding people first, data second, you’re not building connections. You’re just running algorithms. And these won't get you to a blanket of success.
What We’ve Learned from AI in the Business World
At HIVE Interactive, we’ve worked with organizations across all industries, and here’s what we’ve seen time and time again:
Leaders chase AI trends without understanding the core value, the usefulness of a given tool.
Companies overload staff with tools, often the wrong tools, thinking it’s innovation, when it’s actually chaos. We always suggest you focus on the RIGHT tools that are useful each day and easy to put into workflow.
Focusing on customer-facing AI (like chatbots) often backfires, damaging trust and satisfaction. Instead focus on people. Use the AI as a tool for augmenting the unique human experience for both team and clients.
“The smartest AI strategies are the simplest ones. Focus on making your people faster, smarter, and more connected. Everything else is noise.” — Mitch Mitchem
In tourism, professional sports, and conferences, the stakes are even higher. You are not selling widgets, you are selling experiences, memories, and moments. That requires a human touch AI can never replicate.
The Bottom Line:
AI has the power to revolutionize tourism—but only if we use it wisely. It’s not about bigger data lakes or fancier chatbots. It’s about building strategies that enhance human connection, not replace it.
So before jumping on the latest AI bandwagon, ask yourself:
“Is this helping us create deeper, more meaningful experiences? Or is it just another shiny tool in the box?”
Because the future of tourism isn’t about AI. It’s about people. And AI’s job? To help us serve them better.
About HIVE Interactive
HIVE Interactive is a leader in AI enablement and human potential, dedicated to helping individuals and organizations harness the transformative power of artificial intelligence while keeping the human element at the core. Founded with the belief that AI should amplify human skills—not replace them—HIVE delivers results-driven experiences through dynamic keynotes, hands-on workshops, and immersive experiential learning programs.
From guiding Fortune 500 companies, professional sports teams, tech companies, and tourism DMO and CVB in AI integration to empowering small businesses and entrepreneurs, HIVE specializes in boosting productivity, enhancing communication, and building future-ready teams. With over 28,000 people trained in less than two years, and more than 84,000 hours dedicated to AI education, HIVE bridges the gap between technology and humanity, making AI accessible, practical, and powerful for everyone. Whether it’s streamlining workflows, developing leadership skills, or future-proofing businesses, HIVE is committed to redefining how people think, work, and lead in the AI era.
Learn More - https://ahumanhive.com
