At the center of this year's tourist calendar in the historic core of Dubrovnik, an inspiring lecture titled "AI and Travel: Smart Support with a Human Touch" was held, which the Croatian National Tourist Board (HTZ) included in the official program of the Croatian Tourism Days 2025. The event, according to participants, combined two dimensions that increasingly shape the destination experience: the rapidly growing power of artificial intelligence and the unrepeatable authenticity of local identity. Before the presentation, HTZ Director Kristjan Staničić addressed the gathering, emphasizing that technological innovations must serve people and help the industry remain competitive, sustainable, and focused on the guest. In this framework, lecturer Sam Beni — an expert in advanced artificial intelligence systems, with a focus on the "Complex AI" concept and interactive augmented reality (AR) — demonstrated how new technologies can be used as an extension of human expertise, rather than as a replacement for it.

Framework: Croatian Tourism Days 2025 and Significance for the Domestic Sector

Croatian Tourism Days (DHT) represent the largest annual gathering of the sector in the Republic of Croatia, with a multi-day program of professional lectures, panels, workshops, and awards ceremonies. This year's edition was held from November 19 to 21 in Dubrovnik, whereby the city once again confirmed its status as one of the most recognizable domestic and Mediterranean destinations. Placing the main professional event in Dubrovnik also carried symbolic weight: it is a location whose heritage, architecture, and cultural code naturally invite content that combines tradition and technological progress. The organizers emphasized that the goal of DHT each year is to review the results of the tourist season, but also to open space for trends that will define the next one.

In such a context, the choice of the topic regarding the role of artificial intelligence in travel is not accidental. After several years of accelerated adoption of digital tools, the sector is now moving from "experimentation" to the thoughtful integration of solutions that simultaneously improve user experience and business efficiency. Sam Beni's lecture therefore served as a detailed presentation of concrete ways technology can be a "silent companion" to the guest — present when help is needed, but never intrusive.

HTZ Message: Technology Yes, But With Authenticity and Human Contact

In his introductory address, HTZ Director Kristjan Staničić reminded everyone that digital transformation in tourism must not disrupt what makes Croatia special. Human warmth, local stories, and memorable experiences cannot be automated, but they can be empowered by tools that make planning simpler, communication faster, and access to information more accurate. Such an approach was presented here as "smart support with a human touch" — a concept offering a clear guiding thread for destinations and entrepreneurs: technology is the infrastructure, and the human is the essence.

In Dubrovnik, this message gained additional weight because it is a destination whose recognizability is rooted in layered history and visual uniqueness. That is precisely why it is important that digital solutions be subtle, emphasize authentic identity, and help the guest experience it, instead of suffocating it with generic technology. Such an approach particularly applies to periods of increased demand when well-managed technologies — from smart information to directing visitor flows — relieve infrastructure and protect heritage.

What is "Complex AI" and Why is it Relevant for Tourism

Sam Beni describes "Complex AI" as a synergy of advanced AI models working together (e.g., language models, computer vision, planning and optimization systems) and interactive layers of augmented reality. Unlike simpler systems that respond only to individual queries, here it is about the orchestration of multiple capabilities — understanding context, reasoning, planning steps, and visual interpretation of space — with the aim of providing the guest on-site with content that is precise, contextual, and immediately useful.

In practice, this means that a guest, walking along the walls in Dubrovnik, can raise their camera and see historical cross-sections of the city, routes to lesser-known corners, or personalized tour suggestions according to their own interests and available time in the AR layer. If traveling with children, the algorithm foregrounds content and storytelling adapted to a younger audience; if a passionate architecture lover, the emphasis shifts to styles, dating, and details of conservation efforts. All this happens so that the user has control, and the system respects privacy and transparently communicates what type of data is being processed.

AR and 3D Visualizations: Croatian Heritage in a New Medium

Special attention from the audience was focused on live demonstrations of AR and interactive 3D experiences. Visuals inspired by Croatian heritage — from motifs of the Dubrovnik City Walls to stylized quotes from the Baška Tablet, the Licitar heart, the pen shell, or the recognizable "checkerboard" — demonstrated how symbols of national identity can be transmitted through a contemporary, yet measured visual language. The idea is not to "replace" historical artifacts with digital ones, but to give them a new interpretive layer that helps the visitor understand the context and connect facts with the place and moment.

When AR is used in conjunction with geolocation and weather data, the story becomes even more compelling. For example, the system can suggest a tour during less busy times or offer a route that avoids "bottlenecks." In a destination like Dubrovnik, where preserving the quality of life of the local community is just as important as visitor satisfaction, such tools also have a strong sustainability component: they help distribute visits more evenly, encourage longer stays, and promote the discovery of a wider area, including suburban and rural content.

AI as an Ally to Tourism Employees, Not a Threat to Jobs

The key message of the lecture was that artificial intelligence does not threaten the human component of tourism. On the contrary, it relieves employees of repetitive tasks, gives them faster insights, and allows them to dedicate themselves to what truly binds guests to a destination — conversation, empathy, creating an atmosphere. Beni emphasized that well-designed AI systems help reduce human biases in decision-making, but also that these systems must be guided by clear ethical guidelines so as not to create new biases "in the shadow" of data.

In immediate practice, this means that a receptionist, tour guide, or information center employee has a tool at hand that consolidates information about event schedules, transport connections, weather forecasts, health recommendations, or the status of attractions in a second, and generates responses adapted to the guest's language and profile. Instead of searching through different systems or websites, employees receive a synthesized view and — just as importantly — a menu of recommendations that respects local priorities and carrying capacity.

Application in Destination Management: From Season Planning to Experience Management

AI can be useful long before the guest arrives in Dubrovnik. At the level of destination management, advanced models are adept at analyzing historical demand patterns, combining data from the public and private sectors (e.g., flight announcements, event calendars, accommodation capacities), and simulating different scenarios. Thus, decisions are made about resource allocation, public transport reinforcements, or targeting communication campaigns towards markets where the greatest response is expected.

In the destination itself, AI and AR solutions contribute to personalization. A guest who, for example, plans a tour of the Old City in the morning hours, can find out from their device how burdened certain points are at that moment, get a suggestion for alternative routes, or a recommendation on when to visit favorite photo spots with better light and fewer crowds. These recommendations are not generic: they are adapted to the user profile and their preferences, but at the same time, in the background, account is taken of local rules of conduct, preservation of residents' peace, and protection of cultural heritage.

Security, Privacy, and Transparency: Prerequisites for Trust

Every merging of advanced technologies with human data opens questions of security and privacy. The lecture therefore dedicated a significant part to transparent frameworks of use: clear explanations of what information the system processes, for what purpose, and based on which rules. Compliance with European and national regulations is unquestionable in this regard, but it goes a step further: the user is given the possibility of "granular" control over data sharing, and models are limited in reach to prevent unwanted "reconstruction" of identity.

For event organizers in Dubrovnik, the emphasis was on a "privacy by design" approach — systems should be planned so that privacy and security are built-in from the start, not added subsequently. This includes technical measures (e.g., pseudonymization, local processing when possible, retention of minimally necessary data), but also clear user messages. Trust is the foundation of long-term adoption of digital tools in tourism, and it is crucial that the guest feels a sense of control and security.

How AI and AR Can Support Sustainability and Visitor Dispersion

Sustainability is no longer an "option," but a standard. In destinations such as Dubrovnik — with sensitive heritage and intense seasonal pressures — AI can help in planning and implementing measures that balance visitor experience and residents' quality of life. Predictive models can point out future "bottlenecks" earlier, and digital guides can direct guests toward less burdened points or programs outside peak hours. Additionally, real-time AR interpretations can subtly encourage responsible behavior, for example, informing about restricted zones, movement rules, and key conservation instructions.

Such functionalities also contribute to the destination economy: they broaden visitor interest beyond the most famous "hikes" and encourage visits to museums, galleries, local crafts, and events outside the usual routes. For local entrepreneurs, this means greater visibility, and for the city itself — a reduction of pressure on the most sensitive micro-locations. Ultimately, this also strengthens the motivation to return, because the guest feels they have experienced a more complete story, not just a "must see" list.

Guest Experience: From Planning to Memories

"Smart support with a human touch" is best seen through the entire user journey. In the inspiration phase, AI curates content according to interests, budget, and time, while highlighting destination specificities — for example, historical themes related to fortresses and walls in Dubrovnik. In the planning phase, the system automates reservations, creates itineraries, and offers notes on traffic, weather, and events. Upon arrival, the AR layer gives a "live" interpretation of the space, while AI translators and assistants facilitate communication. After the trip, the user receives a personalized album with highlights and recommendations for the next visit, thereby building a long-term relationship with the destination.

It is important that technology remains "invisible" and intuitive: the user should feel they have a guide who knows the city, not an application that "orders" them around. Precisely here, the role of local stakeholders comes to the fore — museums, tourist boards, guides, caterers — who most authentically know what makes the destination special. AI is a tool that expands, standardizes, and makes this expertise available to a larger number of people, including persons with disabilities or older travelers for whom adapted displays and assistive functions enable an easier tour.

Communication and Brand Effects: Croatian Identity in Modern Attire

Thanks to visual references such as stylized motifs of the Licitar heart or the "checkerboard," the lecture also demonstrated the communication potential of AR and 3D content. In the age of social media, visitors want to share experiences that carry a story. If the digital layer is not just a "filter" but conveys a historical or artistic message — for example, through an interactive display of the Baška Tablet clarifying its place in language and literacy — then materials are created that authentically promote Croatian identity. This is especially important in a competitive environment where audience attention is won by quality, not exclusively by advertising budgets.

For Dubrovnik, this has an additional effect: digital narratives can connect the Old City with stories from the wider region — from the Elaphiti Islands to Konavle — thereby offering visitors a broader context and encouraging the discovery of lesser-known gems. In the cited lecture, it was emphasized precisely how Complex AI can be used to "weave" itineraries that naturally combine cultural, gastronomic, and natural attractions, while respecting the carrying capacity of the space and the dynamics of daily city life.

Operational Recommendations for Stakeholders: From First Steps to Scaling

For tourist boards and entrepreneurs who want to start with AI and AR solutions, the message from DHT is clear and pragmatic. The first step is an inventory of data and content: what information do you already possess, in what formats, and with what accuracy? Then the goal is determined: reducing crowds, higher ticket sales outside "peak times," a personalized experience for families with children, inclusivity for persons with disabilities. Based on this, an MVP (minimum viable product) is built — a limited set of functionalities that brings tangible benefit and can be tested in the field, for example in a narrower part of the Old City in Dubrovnik.

In the next phase, the focus shifts to interoperability: systems must "talk" to each other — from maps and public transport schedules to event calendars and tickets. It is also good practice to ensure "fallback" scenarios: if AI doesn't know the answer, it directs to a human. Additionally, employee education should be planned to avoid a "technological crisis" during peak hours and ensure that the user experience is consistent. Finally, the effect is measured: waiting times, user satisfaction, visitor dispersion, additional spending outside main zones, impact on the local community.

Ethics, Accessibility, and Inclusivity

The lecture also touched upon the ethical aspects of AI application. Besides privacy, the question of accessibility is important: is the digital content understandable to persons who do not speak Croatian, are fonts and contrasts adapted to visually impaired persons, does AR offer audio guides and tactile signals for visitors with different needs? In Dubrovnik, it was emphasized that new technologies must reduce, not increase, the digital divide. This also means the possibility of offline work, minimal device requirements, clear instructions, and a "light" interface option for weaker phones or users saving battery.

Lecturer's Concluding Message

Sam Beni summarized the approach in a simple idea: the future of travel is not human or AI — but human and AI together. Language, image, and context understanding systems should be designed as "assistants" that guide, not replace, professionals in the field. When this succeeds, destinations gain a powerful tool for preserving identity, raising service quality, and smart space management, while guests receive a safer, richer, and more personal experience. DHT 2025 in Dubrovnik showed how such a vision is already moving from theory to practice — through concrete demonstrations of AR and 3D content, but also through clear guidelines that firmly bind technology to the human and the community.

Broader Context: Croatia as a Modern and Creative Destination

In a strategic sense, the messages from this lecture fit into efforts to position Croatia as a modern, creative, and innovative tourist destination, in which "smart" solutions never erase the original values of local environments. In this, Dubrovnik plays the role of a leader — a laboratory where new solutions are tested in challenging urban and seasonal conditions. If they function there, they will likely have a positive effect in other Croatian cities and regions as well, from coastal to continental ones, where ways to extend the season and develop specialized forms of tourism are increasingly being sought.

Finally, the lecture was also a reminder that the greatest values of tourism are not measured only by quantitative indicators. Harmonizing the interests of visitors and the local community, responsible use of technology, and preservation of cultural heritage are just as important as revenue or the number of overnight stays. In that sense, "smart support with a human touch" is not merely the title of a lecture, but a signpost on how to lead a destination into 2026 and beyond — thoughtfully, inclusively, and with deep respect for places such as Dubrovnik, which carry global recognizability and responsibility.