Impact of digitalization on sustainable tourism: emerging trends and future perspectives

Purpose This study explores the role of digital technologies in advancing sustainable tourism. Through a bibliometric analysis of 768 publications from the Web of Science database (2000–2024), the research identifies key trends in the integration of artificial intelligence (AI), big data, blockchain, and augmented/virtual reality (AR/VR) within the tourism sector. The study aims to provide a structured mapping of the research landscape, highlighting both opportunities and challenges in digitalizing sustainable tourism. Design/methodology/approach A bibliometric approach was employed, utilizing Biblioshiny and VOSviewer software for data analysis. The study examines publication trends, thematic clusters, citation networks, and keyword co-occurrence to understand how digital technologies contribute to sustainable tourism. The research categorizes the field’s evolution into three phases: emergence (2003–2012), expansion (2013–2019), and maturity (2020–2024). Findings The results indicate that AI and big data are revolutionizing smart tourism management, blockchain is enhancing transparency and security, and AR/VR is facilitating immersive and sustainable tourist experiences. The study also identifies critical gaps, including the need for regulatory frameworks, improved digital accessibility, and ethical considerations in tourism digitalization. China, Spain, and Italy emerge as leading contributors to research on digital sustainability in tourism. Research limitations/implications The study is limited to publications indexed in Web of Science, potentially omitting relevant research from other databases. Additionally, the bibliometric approach, while effective in identifying trends, does not assess the depth or quality of individual studies. Future research should incorporate qualitative analyses and empirical case studies to validate the practical impact of digital technologies on sustainable tourism. Practical implications The findings offer valuable insights for policymakers, industry practitioners, and researchers. The study underscores the importance of integrating AI, blockchain, and data analytics into tourism management to enhance sustainability. Additionally, it highlights the need for digital policies that ensure equitable access to technological innovations while addressing ethical and regulatory concerns. Originality/value This study provides a comprehensive bibliometric analysis of digitalization in sustainable tourism, offering a unique perspective on emerging trends and research gaps. It contributes to the academic discourse by mapping the evolution of the field and identifying key technological innovations driving sustainability in tourism. The insights serve as a foundational reference for future empirical studies and policy-oriented discussions on digital sustainability in tourism.