From chatbots to AI agents: tourism's technology challenge in Colombia
Technology is becoming a competitiveness factor in tourism. A global trend is to adopt artificial intelligence agents that, with human oversight, execute tasks and coordinate processes across systems. In Colombia, according to Anato, 60.3% of sales at surveyed agencies went through virtual channels in the third quarter of 2026, versus 49.2% in the same period of 2025. The next challenge is to leverage that digitalization so the tourism offering is easy to search, compare and book.
In 40 seconds
- Anato reports that 60.3% of sales at surveyed agencies went through virtual channels in the third quarter of 2026, versus 49.2% a year earlier
- The global trend points to AI agents that execute tasks and coordinate processes across systems with human oversight
- The Phocuswright report says 39% of US travelers use AI to plan trips, versus 28% a year earlier
Read the full story at La República
IASummary generated by artificial intelligence from a story by La República. It may contain errors: the original source prevails.
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