Technology has shaped the way in which all economic sectors evolve and reinvent themselves in order to achieve a high level of competitiveness. The tourism sector, being information-intensive and globalizing, at a time when never before have so many people traveled to so many destinations, needs to be competitive in the way it promotes destinations and assists visitors, providing useful and effective information. In order to achieve this goal, it is necessary to innovate in the way visitors are reached before they decide to choose one destination, as well as understand the aspirations of visitors throughout the entire visiting process—before, during, and after the visit. This reality has made the tourism ecosystem more complex and more dependent on the use of technology which, today and in the future, does not only focus in the support of operational management issues, but increasingly requires the use of technology for anticipate visitors’ aspirations and innovation in information and service delivery mechanisms. In this context, Extended Reality and Machine Learning are two emerging technologies with an enormous potential. This paper, after an introduction, reviews the Extended Reality and Machine Learning technologies and presents a conceptual model that aims to combine both, so that the tourism sector can better understand in advance the needs and visitors’ aspirations and can distribute information and services in an immersive and contextualized way, improving digital marketing strategies. Finally, some scenarios for using the conceptual model are presented and ongoing work is outlined.
