How can Artificial Intelligence tools help mitigate the phenomenon of Overtourism?

Overtourism is becoming increasingly significant and the use of novel technologies in the tourism sector is also gaining prominence, particularly to manage its challenges. This study proposes a conceptual overview, using the framework proposed by MacInnis (2011), to understand how Artificial Intelligence (AI) tools can help mitigate the phenomenon of overtourism. Based on the identification of key AI applications in the tourism sector, the research examines the issues related to overtourism and the strategies currently adopted to address them, ultimately hypothesising which AI tools are effective in tackling these issues. The results highlight the potential of using AI tools in stemming the phenomenon. Among the most effective applications that would seem to encourage the redistribution of tourist flows are customised recommendation systems and tools that guide tourists to less popular destinations, reducing pressure on overcrowded areas. In addition, dynamic pricing techniques and tourism demand forecasting enable more sustainable management of visitor flows, while the use of robots and facial recognition technologies helps mitigate the social and environmental impacts of mass tourism, improving safety and reducing the impact on residents and stakeholders.