Director of Tourism Says AI Will Not Replace Human Element of Sector

Director of Tourism, Donovan White, has underscored that while the use of artificial intelligence (AI) in the tourism industry continues to increase, it will not replace the human element of the sector.

Mr. White was addressing day two of the Global Tourism Resilience Conference, being held at the Princess Grand Hotel in Green Island, Hanover, on Tuesday (February 18).

“The human element of travel is irreplaceable. Only humans can provide insights into particularities like the best time to visit a location for an excursion, who at the hotel mixes the best drinks, or offer the best rates through personal contacts,” he said.

“AI won’t pick up those complexities and won’t give you those deliberate responses. So, authenticity is still an important aspect in travel planning, in the travel planning process, and we don’t see that disappearing anytime soon,” Mr. White added.

He, however, highlighted that several strides are being made in the integration of AI technology into the island’s tourism sector.

“Many of our tourism partners have begun to utilise AI to improve guest experiences with features like the Online Chatbot, things like personalised temperature control in the rooms, and lighting controls as well. Some hotels have, in fact, made some of those transitions, some use [AI] to assist with their marketing and promotional campaigns, or simply, logistical process for the hotels,” he pointed out.

Mr. White also highlighted that automated kiosks equipped with biometric face-scanning technology are available at the Norman Manley and Sangster International Airports.

He noted that the kiosks provide a streamlined arrival experience and allow border agents to focus on more serious security-related tasks.

“In fact, by the end of 2024, we successfully installed over 100 passport control kiosks and 15 e-gates across our two international airports,” he added.

Mr. White pointed out that starting this week, the Jamaica Tourist Board’s AI-powered chatbot, which delivers 24-hour customer service to potential visitors, will converse in up to 10 languages.

The Tourism Director also underscored that persons should adapt and take full advantage of AI.

The Global Tourism Resilience Conference ends on February 19 and is being held under the theme ‘Building Tourism Resilience Through Digital Transformation’.