Abstract
This article analyzes the theoretical foundations and key development directions of Artificial Intelligence (AI) and Big Data technologies in the tourism industry. The study is conceptual and is based on a systematic review and synthesis of contemporary academic research. Particular attention is given to digital transformation theory, data-driven decision-making, information processing approaches, and service automation concepts as explanatory frameworks for technological integration in tourism.The research shows that AI and Big Data are not isolated digital tools but interconnected systems that influence strategic management, service design, forecasting mechanisms, and destination governance. The main directions of development include service personalization, predictive analytics for demand management, smart tourism ecosystems, operational automation, and sustainability monitoring. At the same time, the paper identifies challenges related to data security, ethical regulation, and workforce adaptation.The findings provide a structured theoretical perspective on how intelligent technologies reshape competitiveness and long-term sustainability in tourism. The study may serve as a foundation for further empirical investigations and practical digital strategies in the tourism sector.