TOURISM, CREATIVITY AND ARTIFICIAL INTELLIGENCE: PATHWAYS FOR SMART AND SUSTAINABLE FUTURES

Abstract: Tourism is undergoing a profound transformation driven by the convergence of creativity and artificial intelligence (AI). While creativity fosters innovative combinations of cultural, social, and economic resources, AI enhances decision-making through data analysis, predictive modeling, and smart management tools. This study examines how these forces can support sustainable, resilient, and inclusive tourism development, with particular attention to the Dakhla-Oued Eddahab region in southern Morocco. This research adopts a systematic literature review approach based on a sample of 45 scientific articles, international reports, and case studies published between 2010 and 2025. The selected literature addresses sustainable tourism, smart tourism technologies, AI applications, creativity-driven innovation, and circular economy practices. The findings indicate that AI and creativity can contribute to tourism sustainability through visitor-flow management, predictive demand analysis, immersive experiences, renewable-energy integration, and participatory innovation initiatives. However, the review also highlights the risks associated with technologies that are insufficiently adapted to local contexts, which may increase dependency and weaken local empowerment. The study concludes that AI alone cannot ensure sustainable tourism development. Its effectiveness depends on responsible governance, ethical commitments, community participation, and the integration of local knowledge. The Dakhla-Oued Eddahab region illustrates how technology, creativity, and local engagement can be combined to promote a sustainable and community-based tourism model. Ultimately, the future of tourism will depend not only on technological innovation but also on the values guiding its implementation. Keywords: Artificial Intelligence; Smart Tourism; Creativity; Sustainable Tourism; Innovation; Community-Based Tourism; Dakhla-Oued Eddahab.