Generative artificial intelligence in tourism: current status and emerging trends

Introduction: Generative Artificial Intelligence (GAI) has consolidated in recent years as a disruptive technology with the capacity to transform the tourism sector through experience personalization, content generation, and process optimization. Methods: A bibliometric approach was applied to analyze the scientific literature on GAI in tourism. Data were retrieved from the Scopus database, considering publications between 2020 and 2025. Records were processed using the Biblioshiny tool. Indicators evaluated included annual scientific production, sources, institutions, keywords, collaboration networks, and thematic maps. Results: A total of 412 documents were identified. Scientific production grew exponentially from 2022 onward, reaching over 150 articles in 2023 and 180 in 2024. Current Issues in Tourism and International Journal of Hospitality Management were the most productive journals. The University of Macau led institutional output, while China and the United States were the countries with the highest levels of international collaboration. Thematic maps revealed consolidated, specialized, and emerging topics. Conclusions: GAI in tourism is a rapidly expanding and multidisciplinary field, with notable geographic and institutional concentration. The findings provide a foundation for guiding research strategies, technological investment, and training, highlighting the need to integrate ethical and sustainability dimensions into its future development.