Tours in 10 Years: Part II – Let AI Be Your Guide

As AI becomes an everyday part of life, travelers will start planning their journeys the same way they manage everything else—on their terms, using the AI tools they already know and trust. In this short talk, Alex Bainbridge explores how this shift will upend traditional tour operating, moving the model from fixed itineraries to personalized, build-your-own experiences.

With AI assistants guiding guests before, during, and after their experiences, the role of the human guide will be redefined. Travelers want more control, more flexibility—and AI is making it possible. Alex dives into why and how personalization is the future, how AI is becoming the new gatekeeper of guest attention, and what this means for operators.

AI won’t replace humans—but it will fundamentally change when, how, and why they matter. Tour guides and operators must evolve—or risk becoming irrelevant.