This paper explores the increasing importance and impact of artificial intelligence (AI) in the tourism industry, with a particular focus on tour operator businesses. It analyzes a wide range of AI applications, including the automation of operational processes, service personalization, and the optimization of marketing and sales strategies. It examines how AI assists tour operators in making better decisions based on the analysis of large datasets, leading to more efficient resource management, cost reduction, and improved customer experience. Using the example of the world’s largest tour operator, Touristik Union International (TUI), the paper provides a detailed account of how AI is transforming business models, particularly in areas such as tailoring offers to customer preferences, price prediction, and market trend analysis. The paper also highlights specific AI applications, such as the use of chatbots, virtual assistants, and algorithms for dynamic pricing. Despite numerous advantages, the paper addresses potential risks associated with AI implementation, including the reduction of jobs due to automation and challenges related to data privacy and ethical concerns. It also explores how further technological development could shape the future of tour operator business operations, with opportunities for even greater integration of AI in everyday processes. The goal of this paper is to provide a comprehensive overview of the benefits and drawbacks of applying artificial intelligence in the business operations of tour operators and to predict how its continued development will impact the tourism industry in the future. Special emphasis is placed on the potential for further AI integration into tour operator business strategies, with the aim of enhancing competitiveness and sustainability in the global tourism market.