AI and the New Traveler: From ‘What to Do’ to ‘Who to Be’

10/01/2025 12:00 PM CET

AI, Multi-day

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Today’s traveler is shaped by the internet. They chase top-ten lists, snap the perfect selfie, and follow whatever pops up under “near me.” But tomorrow’s traveler will be shaped by AI — and they’ll be looking for more than just things to do.

As video games and video content become infinitely personalized, travel will shift from sightseeing to storyliving. They’ll be looking for who they can be. The curious learner. The culinary explorer. The outdoor adventurer. Travel is becoming a canvas for identity and transformation — and AI is accelerating that shift. Travelers will seek experiences that feel made for them — not just convenient, but meaningful.

In this keynote, Brand USA’s Chief AI Officer Janette Roush unpacks how this evolution will affect how travelers find, choose, and value experiences — and what it means for tour and attraction operators of all sizes.

Event: Arival 360 | Washington, DC 2025

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