Mapping artificial intelligence for sustainable tourism: a systematic review

Artificial intelligence is changing tourism in big ways. It makes operations more efficient and creates highly personalized experiences for visitors. At the same time, sustainability has become a top priority. AI can help tourism become more sustainable by supporting environmental protection, social inclusion, and economic development. However, it is also important to address ethical and social issues related to its use. Previous studies have often focused on individual AI tools, bibliometric analysis, or limited aspects of the topic. This study addresses these limitations by combining empirical research on the use of AI in tourism utilizing the PRISMA 2020 protocol and the characteristics, theories, contexts, methods model. The results show that research on this topic increased significantly after 2024, reflecting the faster adoption of digital technologies in the tourism industry. Most studies use quantitative methods, focus mainly on tourists, analyse online data, and are conducted primarily in the United States and China. The evidence suggests that AI can support sustainable tourism in several ways. It can improve operational efficiency, provide more personalized visitor experiences, help use resources more effectively, and make tourism services more accessible. At the same time, several challenges remain, including data privacy, algorithmic bias, possible job displacement, unequal access to digital technologies, and the environmental impact of AI systems. Future research should use a wider range of methods, include more cultural perspectives, develop stronger theoretical frameworks, and pay greater attention to responsible AI governance. These findings can help researchers, tourism professionals, and policymakers use AI in ways that support ethical, inclusive, and long-term sustainable tourism.