Using AI and Big Data in the Tourism Industry: Project-analytical session at KBSU

The IV project-analytical session for universities of the North Caucasus Federal District was held at the Kabardino-Balkarian State University named after Kh.M. Berbekov. Representatives of the republic’s authorities, the academic community (representatives of 20 universities of the North Caucasus Federal District and regions of Russia), software development companies gathered at the Elbrus Educational and Scientific Center of KBSU to discuss the impact of the development of artificial intelligence technologies and Big Data on tourism, including medical tourism, personnel training, as well as technical support for the digitalization of universities, research areas in the field of «green» technologies and sustainable development in various areas of the financial system and economy.

The organizers are the University Consortium of Big Data Researchers together with KBSU.

Vyacheslav Goiko, CEO of the Big Data Consortium, noted:

We are very pleased to meet in such a composition at one of our main events. Project-analytical sessions for universities of the North Caucasus Federal District have been held since 2022. These are always busy days, full of new information, contacts, and cooperation agreements. These are invaluable meetings with industry experts, highly qualified professionals, united by the Big Data Consortium to promote and develop domestic universities and digital technologies. These are also meetings of friends and acquaintance with picturesque places of Russia and local traditions.

The results of the study of the tourist flow (geobrand) of the KBR based on open media and social media data were presented by the director of the Institute of Management, Tourism and Hospitality Industry of KBSU Ramazan Ligidov. The speaker emphasized that the tourism industry of the North Caucasus Federal District is demonstrating significant growth; in 2024, about 10.5 million tourists visited the region, which is 9-10% more than in 2023. The North Caucasus Federal District is a key tourism center in Russia with a variety of opportunities for year-round recreation.

The tourism industry influences the development of many related industries and aspects of society. But there are problems that need to be addressed: lack of monitoring of the tourism market, improvement of service quality, environmental issues, accuracy of tourist counting and the need for route certification. It is also necessary to develop an open data system and implement big data and artificial intelligence technologies for information analysis.

Although tourism in the KBR is a driver of socio-economic development, the level of services and the cost of recreation do not meet expectations. To improve the situation, highly qualified personnel are needed who can improve the quality of service and the attractiveness of Russian resorts.

On the first day of the session, a panel discussion was held on the topic «Artificial Intelligence and Big Data in Sustainable Tourism: Innovations, Environment, Human-Centricity». Participants discussed how, in the context of digitalization and active development of technologies, a person continues to remain in the spotlight.

Particular attention was paid to the tourism sector. Participants considered whether modern technologies can offer more personalized services for both tourists and local residents. The correctness and feasibility of using new technologies in this area were also discussed.

The discussion focused on the medical cluster, which presents successful examples of integrating tourism and medicine, making services accessible to both locals and foreign guests. It was also discussed how universities use artificial intelligence technologies to develop and maintain human-centric approaches in management and service activities. Participants focused on the importance of caring for nature, emphasizing the need for sustainable development in the tourism industry.

On the second day of the strategic session, an expert session on the economics of sustainable development was held. The discussion included specialists working in the field of carbon polygons, green chemistry and the green economy. Three key components of sustainable development (ESG) were discussed: ecology, society and public administration. These elements must work in harmony to create an effective system of sustainable development.

Sustainable development is a principle according to which it is necessary to develop all areas — be it tourism, hospitality or chemistry — with care for the environment. The goal is to leave a healthy ecosystem and effective management systems for future generations, using available resources as rationally as possible,

— commented Zurab Berelidze, CEO of the KBSU Sustainable Development Center.

At the panel discussion on training personnel for the real sector of the economy, led by Vyacheslav Goiko, CEO of the Big Data University Consortium, issues of updating university educational programs in accordance with the request of the real sector of the economy, training of personnel for priority areas, personnel retention in the region, interaction with technology companies in the development and implementation of educational programs.

In addition, the participants of the strategic session got acquainted with the research and applied projects of the Consortium universities aimed at solving strategic problems, software tools of industrial partners, and also presented their research.

As part of the session, everyone had the opportunity to undergo a check-up — a health check in high-altitude conditions at the KBSU EENC. This is part of the KBSU project related to medical tourism and mountain medicine.