AI and Responsible Tourism: Alex Bainbridge on Bridging the Gap at World Travel Market 2025

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 in AI’s impact on tourism, shared his insights on how the 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: the global rush to adopt AI in travel technology, largely driven by Silicon Valley, has resulted in a shift in where money flows. The vast technological advances promised by AI often fail to support local economies. Instead of money circulating within local communities, tourists and travellers increasingly rely on global platforms and services, bypassing local tour operators and businesses. Bainbridge, sitting firmly in the “happy middle,” is working towards bridging the gap between two often conflicting camps — those who believe AI is about to change the world, and those advocating for a paradigm shift towards more sustainable and responsible tourism practices.

AI-Enabled Local Economic Impact: Volterra’s Innovative Approach

One of the solutions Bainbridge is pioneering through his company Volterra is ensuring that AI-driven tourism technologies actively support local economies. Volterra collaborates with local tour operators to integrate AI into their services, ensuring that technology enhances, rather than replaces, local touristic experiences. For instance, Volterra’s collaboration with Imagine Experiences, a company known for its immersive tours, uses AI to offer visitors a personalised, interactive experience while still directing the economic benefits toward local operators.

Bainbridge’s vision manifests in an amusing yet innovative example — the AI-powered ice cream cart. This isn’t just any ordinary ice cream stand; it’s an “AI scream” ice cream cart, where customers can interact with AI-powered versions of historical characters like Jane Austen and Miss Moneypenny. These AI personalities are not just there for entertainment; they are part of a larger movement that integrates local culture and tourism with technology.

Imagine going on a tour led by Jane Austen in Bath, or experiencing Mary Shelley’s Frankenstein through an AI-powered guide. The charm lies in blending local history and iconic figures with modern technology, providing visitors a fresh, engaging way to interact with their surroundings. By using AI to operate these tours, local operators are still the ones receiving the revenue, ensuring that technology directly benefits the communities tourists are visiting.

How AI Can Support Local Tour Operators in New Markets

Another key benefit of Bainbridge’s AI innovations is how they enable 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, restricting their reach to international tourists. With Volterra’s AI integration, even smaller tour operators can cater to a wider, more diverse audience. A family visiting from Japan can now enjoy a guided tour in their native language, even if the local tour guide speaks only English or Spanish.

The AI integration does not replace human guides; instead, it complements them by offering a bridge between language barriers. This flexibility ensures that tourists from different backgrounds can enjoy a seamless experience, expanding the potential for local businesses to thrive in a globalised tourism market.

Tourism with a Purpose: Combining AI with Responsible Travel

While AI promises a future of efficiency and personalisation, Bainbridge stresses that the technology must be used in a way that fosters responsible travel. At WTM 2025, he was clear that the real challenge lies not in the technology itself, but in how we choose to apply it. It’s not enough for AI to simply 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 broad, 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, ensuring 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.

AI and Responsible Tourism at WTM: 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 AI’s potential impact at WTM in 2017, most people considered AI to be something distant — a concept that was perhaps exciting but not immediately relevant to the tourism industry. Fast forward to 2025, and AI has become a central 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 isn’t just a technological shift; it’s a paradigm shift that is reshaping the industry. As Bainbridge highlighted, while AI presents opportunities for efficiency and engagement, it is essential that the technology works for everyone, not just the giants of Silicon Valley. Responsible tourism advocates, who have long focused on the economic and environmental impacts of travel, are now being invited to the table to discuss how these two forces — technology and sustainability — can work together for 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 central themes of the industry. This evolution mirrors 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 that is impacting 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 incorporate new technologies in ways that are both innovative and responsible.

The Future of AI and Responsible Tourism: Looking Ahead

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 showcases how local tour operators can benefit from technological advancements without losing the human touch that makes travel so special. AI, when implemented thoughtfully, can drive innovation, enhance experiences, 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, the integration of AI with responsible travel practices will likely become even more essential. The challenge is clear: to harness the power of AI while ensuring that the benefits are felt locally, 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, lasting impacts for both travellers and local communities alike.

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