Artificial Intelligence (AI) continues to redefine the global tourism landscape, offering unprecedented opportunities for personalizing experiences and optimizing operations. However, this transformation is not without challenges, particularly regarding security, data protection, and technological dependency. Recent advancements, such as the integration of chatbots and AI in the sector, illustrate a trend towards increased automation and service personalization. These technologies enable SMEs to compete with large companies, but they require careful management to avoid potential pitfalls.