AI Tour Guides Revolutionize China's Tourism Industry

AI technology is revolutionizing the tourism sector in China, significantly enhancing various aspects such as decision-making, service delivery, and retail expansion, thereby providing a substantial boost to the economy.

On the eve of the Lantern Festival, a 25-year-old consumer named Wen utilized an AI assistant to express her desire to see lantern displays and visit a theme park. Within mere seconds, the assistant generated a comprehensive itinerary that included recommendations for suitable theme parks, optimal visiting times, and convenient transportation routes. Additionally, it suggested highly rated nearby restaurants with complete menus and user ratings.

This scenario exemplifies the seamless integration of AI into everyday experiences, transforming casual requests into actionable plans. As AI technology advances, it is increasingly transitioning from serving as an information retrieval tool to evolving into a multifunctional "travel concierge." This AI presence spans the entire tourism consumption chain, encompassing trip planning, on-site guidance, and expenditure decisions.

During this year's Lantern Festival, there was a notable rise in users relying on AI tools for travel assistance, with numerous platforms reporting heightened engagement in itinerary planning and crowd forecasts. Wen remarked on the convenience of having all travel arrangements consolidated in one application, enhancing spontaneity and encouraging greater discretionary spending.

The traditional methods of searching for travel and dining options have often proven cumbersome, demanding precise keyword inputs that can be mentally exhausting. DonLi, a spokesperson for the Xiaotuan AI assistant, highlighted how users can now interact more freely, whether by speaking or typing, with the AI easily understanding even error-prone commands.

Data from Tongcheng Travel assuredly indicated a surge of over 40 percent in searches for "lantern fairs" through its AI travel assistant DeepTrip, with popular destinations like Shanghai and Shenyang drawing significant interest.

Furthermore, AI services are making their way into offline tourism locations, where visitors increasingly opt for AI-powered guide devices that create personalized tours. As unveiling explanations are delivered automatically when approaching exhibits, the interface greatly improves user experience.

As of March 2026, the AI guide system from Aikesheng Digital Cultural Co Ltd has been implemented in over 100 museums and attractions across China, demonstrating a growing integration of AI within cultural sites.

Wang Peng, an analyst at the Beijing Academy of Social Sciences, emphasized that AI has become a vital component of travel experiences, evolving from merely providing information to acting as a critical decision-making partner capable of influencing spending behaviors.

The number of generative AI users in China reached 602 million by the end of 2025, underscoring a substantial user base for this technology, which will likely propel further innovations in the tourism sector. AI systems now boast high interaction accuracy and versatility in language support, enabling a broad reach in global tourism facilitation.