Posted on November 8, 2025
By: Tuhin Sarkar
At World Travel Market (WTM) 2025, a major conversation is unfolding around the intersection of artificial intelligence (AI) and responsible tourism. Alex Bainbridge, a thought leader on the impact of AI on tourism, shared his thoughts on how two seemingly opposing forces – the AI revolution and the need for local economic sustainability – can coexist and thrive together.
Bainbridge highlighted a critical issue facing the tourism sector, which is that the global rush to adopt AI in travel technology, driven largely by Silicon Valley, has led to a shift in where money flows. The massive technological advances promised by artificial intelligence often fail to support local economies. Instead of circulating money within local communities, tourists and travelers increasingly rely on global platforms and services, bypassing tour operators and local businesses. Sitting firmly in the “happy middle,” Bainbridge bridges the gap between two often conflicting camps – those who believe AI is about to change the world, and those who advocate a paradigm shift towards more sustainable and responsible tourism practices.
AI-powered local economic impact: Volterra’s innovative approach
One solution Bainbridge is creating through his company Volterra is ensuring that AI-driven tourism technologies effectively support local economies. Volterra is collaborating with local tour operators to integrate AI into their services, ensuring that the technology enhances local tourist experiences rather than replaces them. For example, Volterra’s collaboration with Imagine Experiences, a company known for its immersive tours, uses artificial intelligence to provide visitors with a personalized and interactive experience while still funneling economic benefits toward local operators.
Bainbridge’s vision is exemplified by a fun and innovative example: an AI-powered ice cream van. This is not just an ordinary ice cream holder; It’s an “AI scream” ice cream van, where customers can interact with AI-powered versions of historical figures like Jane Austen and Miss Moneypenny. These AI characters aren’t just there for entertainment; They are part of a larger movement that merges local culture and tourism with technology.
Imagine going on a Jane Austen-led tour of Bath, or experiencing Mary Shelley’s Frankenstein through an AI-powered guide. The magic lies in blending local history and notable personalities with modern technology, providing visitors with a new and engaging way to interact with their surroundings. By using artificial intelligence to operate these tours, local operators are still the ones who receive the revenue, ensuring that the technology directly benefits the communities that tourists visit.
How AI can support local tour operators in new markets
Another key benefit of Bainbridge’s AI innovations is how it enables local tour operators to expand into previously inaccessible markets. For example, many tour operators are limited in their ability to offer services in multiple languages, which limits their access to international tourists. Thanks to Volterra’s AI integration, smaller tour operators can cater to a broader and more diverse audience. Any family visiting Japan can now enjoy a guided tour in their native language, even if the local tour guide only speaks English or Spanish.
AI integration does not replace human evidence; Instead, it complements them by providing a bridge between language barriers. This flexibility ensures that tourists from different backgrounds can enjoy a seamless experience, increasing the potential for local businesses to thrive in the globalized tourism market.
Tourism with Purpose: Combining AI and Responsible Travel
While AI promises a future of efficiency and personalization, Bainbridge stresses the need to use technology in a way that promotes responsible travel. At WTM 2025, it was clear that the real challenge is not the technology itself, but how we choose to apply it. It’s not enough for AI to make tours more efficient or exciting; It must be harnessed in a way that supports sustainability and local economic growth.
For Bainbridge, this means shifting the conversation from the vast and sometimes impersonal world of Silicon Valley technology to the grassroots, community-focused goals of responsible tourism. The solution is not to abandon AI, but to ensure that it is implemented with local communities in mind, and to ensure that the money tourists spend stays within the areas they visit. This approach not only benefits local operators, but also strengthens the fabric of tourism, making it more inclusive, equitable and sustainable.
Artificial Intelligence and Responsible Tourism in the Global Travel Market: A Rapid Shift in Industry Thinking
Bainbridge’s thoughts at WTM 2025 were particularly striking because, as he pointed out, the conversation around AI in tourism has undergone a massive shift. Just a few years ago, when he first spoke about the potential impact of AI at the World Travel Market Expo in 2017, most people considered AI something far-fetched — a concept that may have been exciting but was not directly relevant to the tourism industry. Moving forward to 2025, AI has become a major topic in every corner of the travel and tourism sector. The trend has evolved from “AI is coming” to “AI is here.”
This rapid adoption of AI in tourism is not just a technological shift; It is a paradigm shift that is reshaping the industry. As Bainbridge explained, while AI presents opportunities for efficiency and engagement, it is essential that the technology works for everyone, not just the giants of Silicon Valley. Now responsible tourism advocates, who have long focused on the economic and environmental impacts of travel, are being invited to the table to discuss how these two forces — technology and sustainability — can work together to the benefit of all.
From 2017 to 2025: A journey of change and innovation
Reflecting on his own journey, Bainbridge noted that when he first started discussing AI in tourism, he was one of the few people talking about it. Now it has become one of the main topics of the industry. This development reflects the larger shift within tourism itself, from a focus on growth at all costs to a more balanced approach that includes sustainability and community impact.
As an industry veteran, Bainbridge has witnessed this transformation firsthand. What was once considered a futuristic concept is now a reality affecting the present. In many ways, the success of AI at WTM 2025 is a testament to the industry’s growing willingness to embrace change and integrate new technologies in innovative and responsible ways.
The future of artificial intelligence and responsible tourism: looking to the future
As we look to the future, Bainbridge’s approach offers a powerful blueprint for integrating AI with responsible tourism. His work with Volterra and Imagine Experiences shows how local tour operators can take advantage of technological advances without losing the human touch that makes travel so special. When implemented thoughtfully, AI can drive innovation, enhance expertise, and crucially support local economies.
The next step is to ensure that these technologies continue to evolve with the needs of both consumers and communities. As the tourism industry continues to grow and adapt, integrating AI with responsible travel practices is likely to become more important. The challenge is clear: harness the power of AI while ensuring the benefits are felt locally, and creating a more sustainable and inclusive future for the global travel community.
Bainbridge’s message at WTM 2025 is clear – the future of tourism is not about choosing between AI and responsible practices; It’s about finding a way for them to work together to create positive and lasting impacts for both travelers and local communities alike.
