AI, Ethics, and the SDGs
Hassiba Fadli, Maryam Khodaviren, Catherine Bedwei-Majdoub · 2026
The chapter examines the sustainability implications of Artificial Intelligence (AI) adoption in the hospitality and tourism industry. It identifies four key tensions shaping this development: efficiency versus sustainability, governance and regulation, skills and inclusion, and the gap between vision and implementation. Drawing on recent industry surveys and reports, the chapter highlights how AI is being integrated into hotel operations, revenue management, and customer engagement, while also raising ethical and environmental concerns. The discussion links AI practices to the United Nations sustainable development goals and explores how responsible innovation and governance frameworks can guide adoption. A three-level model of bias mitigation and sustainability integration is presented to connect technical, organisational, and policy responses. The chapter concludes with recommendations for researchers, practitioners, and policymakers to ensure that AI deployment in tourism is aligned with long-term equity and sustainability outcomes.