Technology-Enabled Competitiveness and Experiences in Tourism: A Transformative Era

In the digital age, tourism is undergoing a profound transformation driven by technological advancements (Pappas et al. 2021). From virtual reality experiences to AI-powered recommendations, the integration of innovative tools is redefining competitiveness and enhancing user experiences (Hoyer et al. 2020). The tourism industry is no longer confined to physical travel alone; instead, it extends into virtual, digital, and personalized realms that cater to diverse consumer needs and preferences. The rise of artificial intelligence, big data analytics, and immersive experiences has enabled businesses to offer hyper-personalized services while allowing consumers to engage with destinations in new and exciting ways (Ma et al. 2024; Zhang 2025). Additionally, the growing reliance on mobile applications, digital payments, and algorithmic pricing further exemplifies the shift towards a technology-driven ecosystem (Parapanos and Michopoulou 2023). A special issue dedicated to this theme, comprising 13 research articles, sheds light on emerging trends, challenges, and opportunities in tourism-oriented technology.