Tourism in the age of generative AI: a systematic bibliometric review of opportunities, challenges and uncertainties

Objective: This study examines the transformative role of generative artificial intelligence (GenAI), particularly large language models (LLMs) such as ChatGPT, within the tourism industry, and focuses on its current applications, near-future implications and critical areas for academic inquiry. Special attention is paid to how GenAI is reshaping consumer engagement, service personalisation and destination marketing strategies. Methodology: A systematic literature review was conducted utilising the Web of Science database and, following a rigorous manual screening process, 44 documents were identified. The analysis delves into thematic trends, opportunities and challenges associated with GenAI adoption in tourism. Results: Existing studies mainly focus on GenAI’s ability to personalise tourism experiences and identify opportunities within the sector. However, its role in sustainability, branding and customer relationship management remains underexplored, and prevailing optimism has led to limited attention to risks and threats associated with GenAI adoption. Limitations: The study is constrained by its reliance on the Web of Science database, potentially omitting insights from other academic repositories. Furthermore, the scope is limited to the existing literature, leaving real-world applications and industry perspectives largely unexplored. Practical implications: The findings underscore the necessity of adopting a balanced and cautious approach towards the integration of GenAI in tourism. Emphasis is placed on promoting sustainable and responsible practices while addressing the risks associated with technological adoption. This research serves as a foundational reference for academics and industry stakeholders seeking to navigate the evolving intersection of GenAI, destination marketing and tourism strategies.