Globant and TOURISE are changing how the global tourism industry operates by introducing a new model in which AI agents work together seamlessly across the entire system.
TOURISE is becoming a global platform that is shaping the future of tourism. It brings together governments, industry leaders, and innovators to create a more connected, sustainable, and experience-focused travel industry. Unlike a traditional event, it is a long-term initiative that brings together technology, culture, and investment to open up new possibilities for travel.
Globant plays a key role in this transformation as both a knowledge partner and co-creator of the Agentic Tourism Initiative. This new framework uses AI to coordinate every part of the traveler journey. By working together, Globant is helping to create an open protocol that links intelligent agents, experiences, operations, and services, making travel more personal, efficient, and scalable.
Globant and TOURISE are building the digital foundation for a new tourism ecosystem. In this system, AI, human creativity, and global teamwork come together to create smarter and more meaningful travel experiences around the world.
What is the Agentic Tourism Initiative?
TOURISE was developed in collaboration with leading global institutions, bringing together nine knowledge partners, including CNN and Globant, to shape the future of tourism.
As part of this effort, three global initiatives were launched to drive tangible impact:
- The Agentic AI Initiative defines how AI agents collaborate seamlessly across the traveler journey.
- Visa by Profile, a first-of-its-kind partnership with Visa to streamline visa processes through financial reliability verification
- The TOURISE Destination Initiative, uniting cross-sector leaders to design safer, more inclusive, and resilient destinations
At its core, the Agentic Tourism Initiative reflects a shared belief: AI can fundamentally reshape how the tourism industry functions. Developed by Globant and TOURISE, it introduces an operating model powered by AI agents that communicate, coordinate, and self-improve in real time.
This model is structured around five purpose-built AI agents, each dedicated to a core domain of the traveler journey: The Operations Agent streamlines logistics and service management; the Sustainability Agent ensures eco-friendly practices and reduces impact; the Experience Agent customizes travel interactions and enhances satisfaction; the Wellness Agent looks after traveler health and safety; and the Opportunity Agent identifies and enables new growth areas for stakeholders.
These agents work together to anticipate traveler needs and bring a new level of coordination to the tourism system. In the next 12 months, the initiative plans to launch a strong version 1.0 protocol. This communication standard will serve as a global model, starting in the Middle East and Asia Pacific and then expanding further.
“Travel is one of humanity’s most powerful industries, it connects cultures, drives economies, and shapes how we see the world. But it’s been held back by fragmentation for too long. The moment has come to reinvent it from the inside out, and Agentic AI is the enabler that makes that reinvention possible at scale.”
— Julio de Salvo, Chief Solution Officer at Globant
Why This Matters for the Middle East, Asia Pacific, and Beyond
This initiative is gaining momentum for good reason. The MENA region is experiencing a tourism revival. Saudi Arabia’s Vision 2030 plans to attract 150 million visitors each year. The UAE is becoming a global center for smart, experience-focused travel.
In Southeast Asia, destinations are quickly modernizing with a focus on digital solutions. These markets are not only growing but also creating new foundations. This offers a special chance to include agentic AI in tourism infrastructure right from the start.
For destination boards and tourism authorities, this offers a clear way forward: smarter and more resilient systems that can grow with demand, without making operations more complicated.
Singapore Business Review Technology Excellence Awards 2026
Globant and TOURISE were honored for the Agentic Tourism Initiative, recognizing organizations driving digital transformation across Asia and beyond.
Winning in the AI Travel category is more than just a milestone. It clearly shows the impact of this work.
Singapore is one of the world’s top centers for technology, aviation, and tourism infrastructure. Being recognized there shows that this work is making an impact where ambition and results are both important.
The initiative is still growing, bringing together innovative partners from all parts of the tourism industry, including destination boards, operators, airlines, and hospitality groups. These partners are ready to turn this momentum into real action.
Learn more about the Agentic Tourism Initiative here
