Role of AI and Social Media in Tourism Destination Marketing and Crisis Management

With the digital technologies, particularly social media and artificial intelligence (AI), the Indian tourism industry is experiencing a radical change. The integration of AI and social media has reshaped the techniques of global tourist destination marketing and crisis management. Social media emerged as a crucial tool for marketing travel destinations, influencing tourist’s perceptions, and rebuilding confidence, during and after crises. This study aimed to examine the role of AI and social media in promoting different tourism locations, especially after a crisis, to restore traveler trust and attract tourists to India. The study incorporates qualitative and quantitative research approaches. The effects of AI-automation and social media on the Indian tourism sector and crisis management strategies were explored by reviewing existing research articles and reports. The quantitative data was collected through in-depth interviews of 25 travelers, which helped to determine the influence of social media and AI on five important travel components including destination, transportation, lodging, cuisine, and leisure activities. The findings reveal that social media played a significant role in marketing of tourist destinations. Social media and AI have significantly facilitated trip planning, including real-time assistance in selecting hotel, food, sightseeing, transportation, adventure activities, and shopping. Furthermore, both technologies have emerged as essential tools in crisis management, crowd management, exemplified by their utilization during the Mahakumbh in 2025. This study contributes to our understanding of AI-driven tourism development and recommends raising awareness of using AI tools for better experience and the ethical use of AI technologies to improve destination resilience and industry growth.