Artificial Intelligence and Tourism in the Americas...and in Peru

By Espinosa Bellido Abogados

The 70th session of the UN Tourism Regional Commission for the Americas will take place in Lima, Peru, with a two-day agenda focused on governance, regional cooperation, and technological transformation in the tourism sector. Organized by UN Tourism in collaboration with the Ministry of Foreign Trade and Tourism of Peru, the gathering will include a seminar on “Artificial Intelligence and Tourism in the Americas” on July 31, 2025, followed by the Commission's official meeting on 1 August.

The seminar will examine the growing influence of artificial intelligence and related technologies in reshaping how tourism is managed, promoted, and experienced across the region. While the adoption of AI in tourism is still in early stages in much of Latin America, industry actors are increasingly exploring its applications in areas such as visitor management, personalized marketing, language translation, pricing optimization, and sustainability monitoring. The seminar aims to foster technical discussions and knowledge exchange among government representatives, tourism boards, private sector stakeholders, and digital experts.

Although framed as a space for dialogue and cooperation, the event also comes at a time when several countries in the Americas are grappling with the dual challenge of boosting tourism recovery post-pandemic while adapting to technological disruption. Artificial intelligence presents both opportunities and risks in this regard—offering powerful tools for data-driven decision-making but also raising questions about privacy, employment, and regulatory oversight.

The 70th session of the Regional Commission will follow on 1 August, serving as a statutory meeting where Member States review tourism trends, regional strategies, and institutional matters. The Commission is composed of American states that are members of the UN Tourism organization (formerly UNWTO), and its annual sessions are a key instrument for regional coordination and agenda-setting in the tourism field.

Peru’s role as host reflects its ongoing efforts to position tourism as a driver of economic recovery and sustainable development, as well as its interest in digital transformation across public and private sectors. According to recent figures from the Ministry of Foreign Trade and Tourism, Peru welcomed over 2.5 million international visitors in 2024, and the country is looking to accelerate that growth while improving infrastructure and service standards.