Airports are the backbone of the UK tourism sector and AI will be a key component of marketing initiatives

Abstract

Purpose – This research aims to evaluate the relevance of airports to the UK tourism industry, where they are a fundamental factor in the revitalisation of the economies of Great Britain and Northern Ireland. Design/methodology/approach – The primary indicators chosen for this study are measured using both quantitative and qualitative methods, and the outcomes were projected for the designated time frame (2015–2023). Findings – Findings of the current study prove that the tourism development of UK cities and the number of foreign tourist arrivals are linked to UK airports and their number of passenger transported by commercial airlines. For instance, London has been the most visited city in the UK from 2015 to 2023, thanks to its six airports, which provide millions of tourists each year. This study also shows how in the year 2023, the number of tourist and passenger arrivals is aligned with the recovery of pre-pandemic levels, and both passenger and tourist arrivals increased by 23% and 21.8%, respectively, in comparison with the year 2022. Consequently, this study also suggests that artificial intelligence (AI) can enhance tourism experiences in UK travel and tourism development, which should be considered in future studies by the scientific community, airport and airline operators, and governments. Originality/value – This study contributes to a better understanding of the inextricable link between the air transport and tourism industries with AI technology. For instance, new opportunities and business portfolios for airports, airlines, public transport, and tourist attractions should be created through AI algorithms and antecedents of purchases and preferences made by travellers because AI offers ubiquity suggestions, recommendations, and personalised tours in real time to offer the best experience in urban cities and airports.