AI projects selected to transform cultural and tourism services

China has selected 14 pilot projects to explore artificial intelligence applications across the cultural and tourism sectors, covering areas from artistic creation and heritage preservation to smart travel services and market regulation.

The Ministry of Culture and Tourism announced the list in mid-October, following a selection process involving applications, recommendations, expert reviews, and on-site assessments. The projects cover the six priority areas outlined in a ministry notice issued in March, according to the ministry.

The six areas are: supporting cultural and artistic production, improving public cultural services, protecting and transmitting cultural heritage, developing new cultural and tourism businesses, enhancing tourism services and governance, and strengthening market oversight.

The selected projects involve a range of institutions, including organizations directly affiliated with the ministry, universities, and other cultural and tourism enterprises. The diverse participants are expected to combine their respective strengths in technology, data and practical applications.

In March, the Ministry of Culture and Tourism issued a notice inviting eligible cultural and tourism institutions to apply for pilot projects exploring AI applications.

They are expected to focus on improving data collection and management, validating technologies, applying AI to real-world scenarios, and developing technical standards to improve existing business processes and services while developing new products and approaches that can be widely adopted.

The notice outlined potential applications, including using AI to assist with music, visual arts and theatrical production; providing intelligent guidance and interactive experiences at cultural venues; and improving the digital documentation and presentation of cultural heritage, including intangible cultural heritage.

In the tourism sector, AI could support personalized recommendations, itinerary planning, ticket reservations, multilingual services, and customer support. The ministry also identified opportunities to use the technology to improve crowd management, emergency response and the monitoring of cultural and tourism markets.

Officials from the ministry's Department of Science, Technology and Education said the pilots would bring together organizations responsible for implementing applications, providing data, and supplying technology, strengthening cooperation among industry, universities, research institutions, and users.

The projects are also expected to develop new products and services that address practical public needs and industry challenges. Officials said implementation lessons will be translated into standards and guidelines to support wider adoption.

The initiative forms part of China's broader effort to integrate AI into economic and social development. The State Council's opinions on deepening the implementation of the "AI Plus" Initiative, issued in 2025, called for wider integration of the technology into key sectors, with an emphasis on practical applications and coordinated development.