Business approaches and marketing in tourism in the context of AI and Industry 5.0

The report is dedicated to exploring possible business approaches in tourismin the context of AI and Industry 5.0. With AI marketing, brands can maximize datacollection, personalize content, identify trends in data and provide a convenient customerexperience. Industry 5.0 is a new production model that focuses on human-machine collaboration.The main objective of the present research is to clarify the general directionsof change in business approaches and marketing in tourism in the age of AI and Industry5.0. The main research questions are: how the user expects his individual needs to be met;how to adapt tourism to consumer needs in the new conditions under sustainable development.Through an online survey through Google Forms, the reactions of people in the Industry5.0 and users of travel services are explored: the creation of products with a higherdegree of customization. Currently, tourism has been able to produce an infinite number ofdifferent products. Now it is about making these products better adapted to the individualneeds of tourism customers. These cobots will not be alone as they will go hand in handwith human ingenuity and creativity to produce the customized products; human empowerment:instead of relegating the human to a secondary position like some of the previousadvances, now with Industry 5.0 it is envisaged to leave all the repetitive, mechanical tasksthat require effort and which can be dangerous for the human AI and robots – for examplea receptionist, waiter, valet. In this way, the person can have more time for tasks that onlyhe can complete; respect for the environment. Conclusions will be drawn about the needto change strategies for tourism business and in staff training – knowledge of new technologiesand their use. This implies the creation of qualitatively new training programs inuniversities and specialized schools.