
Tourism industries worldwide face the same question: can automation coexist with warmth?
As destinations rush to deploy AI, self-service systems, and digital platforms, many are discovering an unintended consequence – efficiency gains at the cost of emotional connection. Singapore is taking a different approach: using technology not to replace people, but to create capacity for more meaningful human interactions.
The global challenge
Industry research suggests that while travellers appreciate efficiency, many remain dissatisfied with impersonal digital interactions. A 2025 Booking.com study found that a majority of travellers recognise AI’s role in making journeys easier. At the same time, research by Simon–Kucher indicates growing frustration with automated recommendations that fail to understand context, emotion, or intent.
These findings echo a warning from Wang Peng, an associate research fellow at the Beijing Academy of Social Sciences, who cautioned against blindly pursuing AI interaction at the expense of human warmth when discussing shifts in China’s tourism landscape. The message is clear: automation delivers speed and scale, but on its own, it struggles to replicate empathy, nuance, and trust.
As destinations worldwide automate, the main challenge would be to deploy technology without losing warmth.
Singapore’s approach
Singapore faces this challenge head-on. With 6,700 tourism vacancies in Q2 2025 and intense competition for talent, automation has become essential for maintaining personalised service at scale.
The Singapore Tourism Board’s (STB) Tourism 2040 strategy prioritises sustainable development while addressing evolving traveller preferences. The strategy targets between US$47 billion and US$50 billion in tourism receipts by 2040 while maintaining Singapore as a destination that residents proudly advocate for. To achieve this, the tourism industry is embracing automation strategically by using it to create capacity for human connection.
Also Read: Singapore’s AI edge depends on slack
Freeing staff for what matters
Singapore’s indoor skydiving attraction iFly has self-service ticketing kiosks with facial recognition features that automate check-ins and payment processing for photos and videos taken during flights. Data analytics track visitor demographic profiles, allowing staff to personalise interactions and tailor experiences. What once required 10-15 minutes of staff time explaining waiver forms and processes now happens digitally, freeing staff to focus on other tasks like safety briefings and creating the reassuring presence that makes the experiences memorable.
At Mandai Wildlife Reserve, the mobile app enhances guests’ visits by providing digital wayfinding where visitors are presented with multiple routes to choose from, presentation reminders, and curated park itineraries. By handling these informational needs digitally, the app eliminates routine queries, allowing staff to focus more on deeper engagement and delivering more personalised interactions with visitors. This creates spontaneous educational moments that visitors remember long after leaving the park.
Behind the scenes, Gardens by the Bay’s Smart Garden project uses a consolidated IoT dashboard for real-time monitoring of plant health and environmental conditions. Over 250 wireless sensors track parameters like temperature, humidity, and soil moisture, while 200+ smart lamps are equipped with an intelligent lighting system that sends instant malfunction alerts.
In addition, wireless tree tilt sensors on mature specimens monitor structural stability, enabling early intervention. Instead of manual inspections, the horticulture team can access precise data on dashboards and prevent operational failures that may affect visitor experiences and cause disappointment. The time saved goes towards hands-on plant care and exhibit curation, ultimately enhancing the quality of each visit.
Immersive tech that creates a connection
Singapore is also exploring how Augmented Reality (AR) and Virtual Reality (VR) can create richer contexts for meaningful interactions.
The ArtScience Museum exemplifies this approach by using VR and AR to deepen visitor engagement with complex themes. Its VR Gallery offers immersive experiences like The Drone Shepherd by Liam Young, a VR graphic novel set in Planet City, where Earth’s entire population lives in one hyper-dense city. Built from hand-painted illustrations, the work allows visitors to viscerally experience climate collapse.
While VR immerses visitors in complete worlds, AR invites them to participate in creating one. Installations like Deep Field by Tin&Ed allow visitors to design plants that bloom into augmented reality structures while hearing soundscapes of extinct species. This connects them emotionally to environmental loss.
Also Read: How I built Singapore’s 8th fastest-growing company without investors
These immersive experiences create space for conversations and questions beyond technology itself. Museum staff can assist with technical setup and support interactive workshops, creating touchpoints that transform solitary digital experiences into shared human moments.
What’s next
Singapore’s progress shows promise, but like destinations worldwide, the work continues.
Current priorities include predictive infrastructure monitoring, immersive experiences that do not require heavy physical installations, integrated data platforms across attractions, and safer methods for maintenance work in sensitive environments, including underwater operations that protect both staff and marine life.
Each of these challenges reflects a broader opportunity: to embed warmth more deeply into tourism systems by ensuring technology works quietly and reliably in the background.
At its best, automation does not replace human connections; it enables them. Every routine task automated is a human interaction made possible. Every operational failure prevented is an experience preserved. Every immersive tool thoughtfully deployed becomes a bridge, not a barrier, between people.
As Singapore continues to open real tourism environments for pilot deployments, initiatives such as the Singapore Tourism Accelerator play a role in connecting technology providers with operators to test deployable solutions that balance efficiency with empathy. The future of tourism innovation may be built on advanced systems — but it will be felt most strongly in the human moments they protect.
Applications for the Singapore Tourism Accelerator (STA) Cohort 8 are now open, addressing several priority challenges across the tourism sector. The application window closes in February 2026.
—
Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.
Enjoyed this read? Don’t miss out on the next insight. Join our WhatsApp channel for real-time drops.
Featured image generated using AI.
The post From cold code to warm smiles: How Singapore automates human connection appeared first on e27.





