Are AI and Holograms Leading the Tourism Industry Trend?

The global tourism industry is entering a new era where technology is not just a support tool but a key factor reshaping the entire travel experience. Among these technologies, holograms and artificial intelligence (AI) have emerged as two technological “giants,” bringing revolutionary changes from personalized services to creating unique, unforgettable experiences.

Why Are AI and Holograms Leading the Tourism Industry Trend?

AI intelligently personalized travel journeys. From suggesting destinations, booking accommodations, to providing 24/7 customer support via chatbots—everything becomes faster, more accurate, and convenient. Tourism businesses also use AI to analyze data, optimize costs, and effectively forecast customer demand.

Meanwhile, holograms offer vivid and distinct experiences. Tourists can “meet” virtual guides, participate in interactive virtual tours, or explore historical sites recreated with realistic 3D images. This technology not only enhances experiences but also supports the preservation of cultural heritage in a modern way.

This trend is also clearly realized in Da Nang city. On May 9, 2025, at the Furama Resort Da Nang International Convention Center, the DSAC Center organized a specialized seminar titled “Artificial Intelligence – A New Driving Force for Da Nang’s Development.” The event gathered nearly 400 domestic and international delegates and technology experts to deeply discuss city-level AI infrastructure, investment directions, and especially the potential application of AI in the tourism industry.

Workshop “Artificial Intelligence – New Driving Force for Da Nang Development”

Virtual Celebrities (KOLs) in Tourism: The New Generation Brand Ambassadors

With the ability to create engaging content, continuously interact on social media, and creatively promote destinations, virtual KOLs are attracting the attention of many tourists, especially the youth. The German National Tourist Board has introduced Emma – a virtual influencer to promote tourism. Emma can communicate in over 20 languages and has created engaging content about German destinations, attracting millions of interactions on social media.

Emma, ​​influencer and AI chatbot about travel – Source: GNTB

Virtual Travel Assistants: Intelligent 24/7 Guides

An ideal companion for every trip: the virtual travel assistant. Integrated with AI and hologram technology, this assistant is always ready 24/7 to answer questions, introduce local culture and cuisine, and suggest personalized itineraries based on each tourist’s preferences and budget. This is the promising future of the tourism industry.

A typical example of this trend is Sama 2.0—a cutting-edge virtual travel assistant developed by Qatar Airways to interact with users through natural voice and 3D images. Programmed with access to vast data, Sama 2.0 can provide detailed information to help tourists plan their trips effectively. Notably, Sama 2.0 is also equipped with machine learning capabilities, allowing it to better understand individual preferences and habits, thereby offering “tailor-made” suggestions and proposals, delivering an excellent personalized travel experience.

Qatar Airways introduces virtual assistant Sama at travel event – Source: Qatar Airways

Furama Resort Da Nang Applies AI to Enhance Customer Service and Event Organization

Keeping up with the technological wave in the tourism industry, the Furama – Ariyana Da Nang International Tourism Complex is applying artificial intelligence in both accommodation and event organization. One impressive highlight is the operation of the intelligent robot Mars, also known as Ms. Ariyana, as part of the comprehensive digital transformation strategy at this resort and convention complex.

Ms. Ariyana, the new-generation “event assistant,” is deployed at the Ariyana International Convention Center, specially designed to maximize support in event organization and operation. The robot can perform various tasks such as welcoming and guiding guests to appropriate areas, transporting items like drinking water, cold towels, event documents, magazines, providing conference schedules, service information, and ensuring professional event procedures.

Ms. Ariyana serves tourists at the lobby of Furama Resort Danang

HORECFEX 2025, DA NANG – VIETNAM: Exhibition and Forum on Technology and Innovation in the Tourism Industry

HORECFEX 2025, Da Nang – Vietnam, an annual event held at the Ariyana International Convention Center Da Nang, is a prime example of applying artificial intelligence (AI) in the hospitality tourism industry. This is a significant opportunity for tourism businesses, technology companies, and AI experts to share knowledge, models, and solutions to enhance tourism service quality. The event will focus on introducing advanced technologies, especially AI, in improving tourist experiences, from personalizing services, optimizing customer data management to developing smart tourism services.

Not only promoting innovation in the tourism industry, HORECFEX 2025, Da Nang – Vietnam also opens up important cooperation and connection opportunities between domestic and international businesses and organizations, contributing to building a smart and sustainable tourism ecosystem for Da Nang.

HORECFEX 2025

Location: Ariyana International Convention Center Da Nang – 107 Vo Nguyen Giap, Ngu Hanh Son District, Da Nang.

Time: August 26-27, 2025 (expected)

Registration: https://ariyana.dahahi.vn/dang-ky-truc-tuyen-horecfex-at-furama-2025

Phone: (+84) 8212 828 385

Email: support@horecfex.com

Website: horecfex.com