The application of AI-based IT solutions in the tourism sector is a great help for companies to improve their products and services, offer customers timely information and good solutions, as well as an increasingly better choice of destinations and vacations. Serbian companies not only keep up with the implementation of innovative solutions compared to their foreign counterparts but, in some ways, even lead the way, as highlighted today at the panel discussion "The Use of Artificial Intelligence in Tourism," organized by the Serbian Chamber of Commerce, the Center for Digital Transformation, and CDT HUB as part of the 46th International Tourism Fair.

At the event, four startup companies with innovative technological solutions for the tourism sector were presented:

• Mojo AI – MAIIA Concierge – An AI application that automates and personalizes services in tourism and hospitality, enabling personalized guest support.
• OTA Sync – Software for optimizing hotel capacity management and automating reservations.
• Jugostitelj – A digital platform connecting hospitality establishments with qualified personnel and facilitating employment in the HORECA sector.
• Easy Scan – Technological solutions for faster and more efficient check-in/check-out procedures in hotels and apartments.

Predrag Nikolić, Director of the Center for Digital Transformation of the Serbian Chamber of Commerce, emphasized that the goal is to further strengthen and improve communication between the tourism and hospitality sectors with IT companies and their solutions.

"We are here to strengthen their dialogue to create new products and improve the capacities of companies in tourism," said Nikolić, reminding that the Chamber began intensive communication with the tourism sector and digital transformation processes seven years ago.

"Today, we are here to demystify the use of artificial intelligence in the tourism and hospitality sectors by presenting four excellent solutions and their application in the tourism sector. I hope for successful discussions and partnerships. Our mission is to help companies in the tourism sector improve their products, services, and customer satisfaction," added Nikolić.

Dunja Đenić, Assistant Minister of Tourism in charge of the tourism inspection sector, emphasized that digitalization and the application of AI-based solutions will not only improve service quality but also simplify procedures and reduce waiting times for query responses.

"This is already evident in the hospitality and travel agency sectors when we send specific queries for arrangements and accommodation capacities, we receive quick feedback, easily book accommodation, so tourists can easily and quickly access their services, but we must be careful not to leave our personal data on unverified websites or any addresses," said the Assistant Minister.

She added that further progress is expected in improving services and consumer safety, where AI-based solutions can greatly assist the tourism inspection sector.

"The global AI services market in tourism is estimated to be worth over 80 billion dollars, and in the next two to three years, its value is expected to reach 400 billion dollars. This means that solutions currently mainly in the domain of automating certain processes will evolve to such an extent that they will, in some way, disrupt the labor market in the tourism sector," said Tihomir Opačić, Director of Strategy at CDT HUB.

According to Opačić, this will mean that artificial intelligence will increasingly replace certain types of jobs in the tourism sector and, in the coming period, will be just as good or even better in those roles than humans.

"This should not be taken with fear, because, as we know, every industrial revolution takes away some jobs, but it also brings new ones," he emphasized.

He predicts that there will be a need for new job roles and new ways for tourism workers to creatively contribute and improve their services and service placement.

Regarding the specific benefits for tourists from AI-based solutions, Opačić pointed out that they will bring increased service personalization.

"The trend is towards pleasing each guest as much as possible, and this will be achieved as, in the future, many large companies, followed by smaller ones, will share data about guests, creating a context, as it is called in AI terminology," said the CDT HUB Strategy Director.

This means, according to him, that in the future, when a chatbot answers our questions as a guest, it will have a clear picture of where you have traveled before, what you like and dislike, to best help you and make your stay or trip as pleasant as possible.