The role of artificial intelligence and blockchain technologies in sustainable tourism in the Middle East

PurposeThis paper reviews the role of two significant smart technologies, artificial intelligence (AI) and blockchain technology (BT) in achieving sustainable tourism success. Such changes will maintain consistent tourism growth in the Middle East and North Africa (MENA) region by improving environmental, social and economic sustainability.Design/methodology/approachThis study uses a qualitative approach focusing on AI and blockchain-based adaptations towards sustainability in technology-driven platforms, particularly in the tourism sector. However, this study is conceptualized with Day's (1989) IMRAD (introduction, methods, results and discussion) framework and Hall's (2012) suggestions. This reinforced the structure of this article by the preferred reporting items for systematic reviews and meta-analyses (PRISMA) concept. In addition, the entire study proceeds by way of accentuating the research question.FindingsThe potential of these technologies (AI and blockchain) can internalize a win-win situation for economic prosperity and sustainable conservation of environmental resources. Even though, apathy among potential tourists (of traditional mass tourism) can be revived under sustainable tourism in the region through smart technology. Replacing traditional practices and policies with innovative technologies can reduce the adverse effect on environmental and cultural resources.Originality/valueThis research justifies the potential for AI and blockchain to balance economy-oriented tourism and sustainability-prone technologically advanced tourism as a caustic issue for the MENA region. Indeed, this study has revitalized and transformed the less eventful margins of leading cultural-heritage-based tourism into sustainable profitability with concerns over diversity, socio-economic conditions, economic recession and burgeoning geopolitical instability.