Artificial Intelligence has moved from being a future promise to becoming an everyday tool in travel planning. According to the latest trends report by Allianz Partners, more than 60% of travelers already use AI-based tools to organize their vacations. Between 2024 and 2025, the use of these applications grew by 124%, while the group of people who reported no interest in them was cut in half.
Beyond technological enthusiasm, these figures reflect a structural shift in traveler behavior: decision-making is increasingly digital, informed, and immediate. From inspiration to booking, technology now accompanies every stage of the journey.
From Inspiration to Personalized Experience
AI applications allow travelers to compare prices in real time, optimize itineraries, anticipate climate risks, estimate budgets, and receive personalized recommendations based on specific interests. In an environment marked by economic volatility and global uncertainty, this ability to anticipate scenarios and adjust decisions has become a key differentiator.
Context continues to shape traveler priorities. According to the same report, 21% of respondents identify the rising overall cost of travel as their main concern, followed by the global economic situation, geopolitical instability, and destination overcrowding. As a result, many users are booking further in advance or seeking more competitive seasons and pricing options.
In this scenario, AI not only simplifies the search process but also provides greater control: it helps optimize budgets, identify the best times to purchase, and tailor recommendations to specific needs.
Technology Applied in Medellín and Antioquia
This global change has also resonated in Medellín and Antioquia. In 2025, through Medellín Travel, Artificial Intelligence tools were incorporated to strengthen the user’s digital experience, offering personalized recommendations, itinerary suggestions, and more conversational and intuitive navigation.
The implementation of these solutions, led by the Bureau in its role of developing and executing the destination’s strategy, allowed for a step toward smarter promotion aligned with the new dynamics of the international traveler.
By 2026, Looking ahead to 2026, the approach goes even further. The Bureau has been implementing various AI tools across multiple fronts and for different audiences, with the objective of streamlining communication with Bureau Members and enhancing coordination within the city-region tourism sector.
These tools optimize internal processes, facilitate access to strategic information, strengthen integration between stakeholders, and more efficiently support the marketing of city events and tourist experiences on Visit Medellín. At the same time, they contribute to delivering recommendations aligned with tourists’ preferences and needs, consolidating a more personalized and coherent experience.
2026: a year for smarter, more coordinated tourism
Looking ahead to 2026, forecasts are more optimistic. The use of applications based on Artificial Intelligence will continue to grow, not only as a planning tool but also as a comprehensive travel assistant: from the initial search to the management of unforeseen events at the destination.
For destinations, this presents both a challenge and an opportunity. The challenge lies in adapting to increasingly digital and demanding travelers. The opportunity is to use technology to improve the experience, optimize promotion, and strengthen data-driven decision-making.
More than a technological trend, AI is emerging as a strategic tool for better understanding travelers, optimizing management, and strengthening the coordination of the tourism ecosystem. For Medellín and Antioquia, moving forward in this direction means not only adapting to a changing market, but also leading processes that add value for both visitors and the local sector.
The Medellín and Antioquia Bureau is a foundation that attracts visitors, events, and opportunities to boost the development of the city and the department, strengthening the tourism sector and working in coordination with public and private entities to promote the city and region.
