Artificial intelligence has become one of the most dynamic initiators of globalization processes and tourism represents one of the most rapid growing industries. Application of ICT sector and new technologies contribute to constant innovations, while the sector is also monitoring and adjusting to ever growing needs of tourists. Existing applications and programming solutions are continuosly improved and upgraded, with new applications being updated on daily basis. Today, artificial intelligence is more significant than ever since it is applicable in every aspect of bussines activity enabling interactive exchange of infinite amount of information anywhere in the world at any time. AI is also able to execute physically difficult and dangerous tasks instead of people which facilitates bussines conduction in all areas and tourism as well. Application of artificial intelligence in tourism is very helpful when it comes to programming and system development by performing various activities such are services, accomodation reservation or determination of periods demanded by users. Modern technology has the ability to attract people to visit a certain destination by means of various mobile applications and reviews on social platforms. It is also possible for tourists to experience and visualise their desired destination with the help of virtual reality. All of that is important in order to simplify the procedure of trip planning for potential tourists. Mobile technology, augmented reality, Internet of Things (IoT), virtual assistants, possibility to use large amount of data, Blockchain technology and 5G technology are examples of the most prominent technological breakthroughs which are responsible for the enhancement of bussines in tourism. In the future, artificial intelligence will become a key resource in bussines conduction necessary for survival on the global market among the competition and consumers, contributing at the same time to increased production and better efficiency in business in general.