Digital Travel Assistant

Mr. Kim Min Chang, a visitor from South Korea, recalled that during his earlier trips to Da Lat, finding a Korean-speaking interpreter was the first thing he had to do in order to navigate tourism activities in the city. Back in 2006, very few people in Da Lat spoke Korean, forcing him to hire an interpreter at a cost of around 10–15 USD per day, in addition to other travel expenses such as sightseeing and meals.

“Today, translation has become far easier. AI allows international tourists to overcome language barriers almost instantly,” Kim Min Chang said.

Beyond translation, AI is also helping travelers optimize their personal experiences—from planning itineraries and booking tours to selecting transportation and attractions—while providing real-time assistance and answers to travelers’ questions.

Nguyen Phuong Thao, the owner of a hotel on Bui Thi Xuan Street in Xuan Huong - Da Lat Ward, said her business has adopted digital technologies to improve customer engagement.

“We have digitized 360-degree images of the hotel across multiple platforms so that travelers can clearly visualize the rooms and facilities before making a booking decision,” she said.

According to Thao, first impressions play a crucial role in determining whether guests choose to book accommodation.

“

Digitizing hotel images and optimizing online interaction are effective ways to attract visitors and encourage them to experience our services.

Nguyen Phuong Thao, an owner of a hotel on Bui Thi Xuan Street in Xuan Huong - Da Lat Ward

She also noted that many tasks previously requiring professional services—such as photography, video filming and editing—can now be performed with the assistance of AI.

“In the past, we had to hire professionals for these tasks. Now we can simply give instructions to AI tools. As a result, the cost of hiring tech-savvy personnel has dropped significantly, amounting to less than 10% of what we used to spend on photographers and video editors,” Thao said.

Field observations show that many businesses, hotels and restaurants in Da Lat have begun adopting smart tourism applications integrated with AI to promote their services and reach targeted customer groups more effectively.

Several travel agencies have also started using AI to analyze customer data based on search habits, helping them identify travel trends and personal preferences. Based on this analysis, companies can recommend suitable tours, itineraries, hotels and restaurants tailored to individual travelers.

As more tourists turn to AI as a digital travel assistant, tourism experts say the technology is reshaping the way people plan, book and experience their journeys.

AI offers significant advantages by optimizing travel budgets, reducing operational costs and lowering staffing requirements in tourism services. Most importantly, it helps enhance the overall travel experience for visitors.

Addressing concerns about whether AI could push tourism workers into unemployment, Huynh Ngoc Hai, an international tour guide, said the transformation brought by AI is undeniable.

“AI has clearly changed the way the tourism industry operates, and the sector’s value chain is also evolving as a result. However, it is still too early to say that AI will completely replace humans,” he said.

“

In practice, AI helps optimize costs and enhance travel experiences while reducing logistical pressures during trips. Nevertheless, human connection remains essential in tourism, especially in activities involving local culture, entertainment and personal interaction.

Huynh Ngoc Hai, an international tour guide.

According to Hai, the application of AI is an inevitable trend in the digital era. Making the most of AI’s advantages while building a smart tourism ecosystem centered on core values will be key for the tourism industry to adapt to ongoing changes in the digital age.