Application of intelligent systems in Russian tourism industry

Artificial intelligence (AI) technologies are being actively implemented in various sectors, including the tourism industry. The tourism business is facing growing volumes of data and the need for personalized services, which calls for the use of intelligent systems. Intelligent systems integrate machine learning, natural language processing, computer vision and other AI components to enable automated decision- making. In tourism, they allow the analysis of large heterogeneous datasets, accurate demand forecasting, optimization of logistics and pricing, service quality improvement, and the development of innovative tourism products. The aim of this study is to analyze the ways modern AI-based platforms are applied in the Russian tourism sector and to evaluate the effectiveness of their implementation. The article reveals the role of intelligent systems in the management of tourism enterprises and presents the main data mining methods and technologies used in tourism. It identifies opportunities for using intelligent systems in strategic planning and tourism management. A case analysis is conducted of the practice of implementing intelligent systems in Russia’s largest tourism regions. It is shown that the use of AI contributes to optimizing workflows, improving customer communication, and increasing the competitiveness of enterprises. In conclusion, the expected effects of further digitalization of the industry are determined and key challenges associated with the adoption of intelligent technologies are outlined.