4 Approaches to Using AI to Elevate Thai Tourism by a Dusit Thani College Student

On 27 September 2026, on the occasion of World Tourism Day as designated by UN Tourism, Mr V Jer Lee, an international programme student at Dusit Thani College, was selected to represent Thailand as a Student Speaker at the 7th Global Tourism Student Summit via Zoom. The summit was organised by the tourism student organisation Voluptuaria of the Joji Ilagan International Management School from Davao, the Philippines, in collaboration with international partners including the Asia Pacific Institute for Events Management, American Hospitality Academy and Workskills Australia. The platform provided a space for speakers and participants from the Philippines, Hong Kong, Malaysia, Singapore and Thailand to exchange knowledge under the main theme of Digital Agenda and Artificial Intelligence to Redesign Tourism.

4 Dimensions of Applying AI and Digital Technology in the Thai Tourism Sector

The representative from Dusit Thani College shared perspectives from Thailand under the topic How AI and Digital Technology Are Transforming the Future of Tourism: A View from Thailand, Smart, but Soulful, which highlights smart innovation that harmoniously preserves local soul. The presentation began with a familiar image of Bangkok: a small noodle shop with no sign and no website, yet with a continuous queue of foreign tourists waiting outside. This phenomenon reflects that in the digital era, algorithms, translation applications and online maps make it easier for people from around the world to discover local eateries.

Beyond the local eatery case study, the presentation also summarised the key transformations in tourism into 4 main areas connecting travellers to communities and the environment. These approaches aim to use modern tools to solve long-standing problems whilst maintaining service standards, as follows:

• Smarter travel planning: AI helps reduce barriers from pre-trip planning, immigration and language barriers through to in-trip decision-making.
• AI and local communities: Accessible tools such as short videos, QR menus, direct booking links and AI assistants help small businesses retain more revenue within the local community.
• Using technology to protect tourist attractions: Drawing lessons from Maya Bay, using sensors to monitor coral reefs and forests, as well as digitally preserving historical sites such as Ayutthaya.
• Preserving humanity in tourism: Letting systems handle repetitive tasks so that hospitality staff have more time to look after guests.

In closing, Mr V Jer Lee left a thought for the younger generation: we will not be asked whether tourism should transition into the digital era, but whether tourism remains worthwhile enough to travel and experience in person. On this occasion, he also received a Certificate of Appreciation from the Voluptuaria Organization and the International Management School for his participation as a speaker at the event.

Culinary and Hospitality Experience of the Thai Representative

Mr V Jer Lee has an outstanding background in both culinary arts and hospitality. He graduated with an associate degree with honours in culinary arts from The Culinary Institute of America in New York and worked at Eleven Madison Park restaurant for 1 year, progressing from Prep Cook to Chef de Partie. Furthermore, he won 3 bronze medals at the Thailand Ultimate Chef Competition 2024 at Dusit Thani College, was selected as one of the DTC Young Professionals, and previously represented the college at the UN Global Conference on Education for a Sustainable Future in Bangkok.

Insights from this summit are useful for hotel and restaurant professionals looking to adopt AI, QR menus and direct booking links to reduce repetitive tasks so that staff have more time to take better care of guests. At the same time, event organisers and destination managers can apply the concepts of sensor usage and digital data archiving for sustainable site management. Meanwhile, general travellers benefit from the convenience of using online maps and translation applications to thoroughly discover local eateries and attractions.