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Pili, Madrid’s innovative tourism assistant, transforms every visit into a unique experience by creating personalized plans tailored to each traveler’s interests, preferences, and travel style. Foto: Imagen generada con Pexels.
Visit Mysterious Geoglyphs and Ancient Ruins Across South America
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Meet Dana, Your New Travel CompanionShe's Ready for Take-off But No Time Soon in Latin AmericaBy Jazmin Agudelo for Ruta Pantera on 6/27/2026 9:29:07 AM |
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| The scene feels as if it belongs in a science fiction film, yet every year it moves a little closer to reality. A couple walks through the streets of Cartagena, Kyoto, or Paris while a small robotic figure moves alongside them. Her name is Dana. She is neither a tour guide nor a pet, but a travel companion capable of translating conversations, remembering reservations, identifying landmarks, recommending restaurants, taking photographs, and helping organize every detail of an itinerary. Dana knows her owners’ preferences, remembers the kind of food they enjoy, understands when they are tired, and may even detect changes in their mood. What seemed impossible only a few years ago is beginning to emerge thanks to advances in artificial intelligence, social robotics, and digital assistants. The question is no longer whether a travel companion like Dana will someday exist, but when we will begin seeing her in airports, hotels, and tourist destinations around the world. Although Dana does not yet exist exactly as we imagine her, much of her technology already does. Japan has developed social robots capable of holding conversations, recognizing faces, and accompanying elderly people. South Korea has introduced robots in airports and hotels to assist visitors. Artificial intelligence already translates languages in real time, organizes itineraries, recommends restaurants, and helps plan entire trips. Smartphones have demonstrated that millions of people are willing to trust devices that store personal information and make everyday decisions. In many ways, Dana would simply be the physical evolution of these digital tools. Instead of remaining inside a phone, artificial intelligence would walk beside us, participate in our experiences, and become a new member of the travel group. For many people, especially older adults, solo travelers, or individuals with anxiety, an artificial companion could represent a revolution. Traveling alone would no longer mean being alone. Dana could remember medications, warn travelers about changing weather conditions, suggest breaks, call for help during emergencies, and provide conversation during long journeys. She could also improve accessibility for people with disabilities or support those who feel insecure when visiting unfamiliar countries. In a world where loneliness has become an increasing concern, the idea of a technological companion begins to seem far less strange. Many people already develop emotional attachments to virtual assistants, robotic pets, and artificial intelligence systems. If we are capable of talking to our phones, thanking voice assistants, or giving names to machines, perhaps it is not so difficult to imagine that one day a robotic companion may become part of our vacations. However, Dana’s arrival in Latin America faces challenges that go far beyond technology itself. The first obstacle is economic. Current social robots remain extremely expensive and require advanced hardware, sensors, cameras, artificial intelligence systems, and constant maintenance. In a region where many families still face economic difficulties, purchasing a robotic companion would remain a luxury available only to a small minority. While some developed countries are beginning to debate how to coexist with artificial intelligence, much of Latin America continues to struggle with issues related to infrastructure, technological education, and access to basic services. If Dana eventually arrives in the region, she will likely appear first in luxury hotels, international airports, or premium tourism services before becoming accessible to the broader population. Infrastructure represents another major challenge. A robotic companion would require stable internet connections, updated maps, geolocation systems, constant access to information, and continuous processing capabilities. Yet Latin America presents enormous differences between urban and rural areas. Many of the continent’s most beautiful tourist destinations are located precisely where connectivity remains limited. Imagine Dana accompanying a traveler through the mountains of Antioquia, the Argentine Patagonia, or the jungles of Central America. If the connection disappears, many of her functions could become severely limited. Artificial intelligence depends on networks, data, and constant updates. Ironically, some of the most authentic and attractive destinations for travelers are exactly those places where technology struggles the most. |
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These obstacles are further complicated by an even more important factor: culture. Throughout much of Latin America, travel remains a deeply social experience. Spontaneous conversations, recommendations from local residents, long meals shared with others, and human interaction form an essential part of the journey. Asking for directions, exchanging stories with strangers, or receiving advice from a street vendor are experiences many travelers consider irreplaceable. Would Latin Americans truly welcome the presence of a robot during their vacations? Some might see it as a useful tool, while others could view it as cold or even somewhat sad. Hospitality, improvisation, and personal relationships remain central elements of Latin American identity, and any technology that hopes to accompany travelers will need to integrate itself into that reality rather than replace it. Of course, Dana’s existence also opens the door to some rather amusing possibilities. Imagine a couple traveling through Buenos Aires or Mexico City, each accompanied by their own robotic assistant. Dana and Leo begin comparing restaurants, analyzing routes, and debating which museum should be visited first while their human owners sit nearby drinking coffee. One day we may hear phrases such as, “Our assistants are coordinating the itinerary,” or “The robots believe we should leave thirty minutes earlier.” We might even witness small rivalries between artificial intelligences that learn their owners’ preferences and develop distinct personalities. Science fiction has spent decades imagining rebellious machines, but perhaps the real future will be much more ordinary: robots arguing about restaurants, photographs, or the most efficient route back to the hotel. Yet the most sensitive issue may not be economic or technological, but privacy. Dana would remember where we traveled, what we ate, whom we spoke with, which places we visited, when we felt sad, and what conversations we had during our trips. An intelligent companion would accumulate an enormous amount of personal information. In a region where data protection, digital security, and technological trust continue to generate debate, this could become a major concern. Who would have access to this information? The companies that manufacture the robots? Governments? Tourism companies? The ideal companion could also become the perfect observer. For that reason, Dana’s future will depend not only on technological progress but also on society’s ability to establish regulations, protections, and safeguards that allow people to trust these new companions. Latin America will probably not be the first region to adopt robotic travel companions, and many years may pass before we see a Dana walking through the streets of Medellín, Cartagena, or Cusco. Yet history repeatedly shows that technologies that once seemed impossible eventually find their place in everyday life. Two decades ago, smartphones appeared to be luxury items, navigation apps seemed unnecessary, and conversational artificial intelligence belonged entirely to science fiction. Today they are part of daily life. Perhaps one day a couple will walk through the mountains of Antioquia accompanied by a small metallic figure that translates conversations, takes photographs, and remembers where to find the best coffee. Someone will ask who the third member of the group is, and the answer will be simple: “That’s Dana. She travels with us.” Although she will probably still need a few lessons to learn how to dance salsa. |
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References: Broadbent, E. (2017). Interactions with robots: The truths we reveal about ourselves. Annual Review of Psychology, 68, 627–652. https://doi.org/10.1146/annurev-psych-010416-043958 Calo, R. (2015). Robotics and the lessons of cyberlaw. California Law Review, 103(3), 513–563. https://doi.org/10.15779/Z38D75D European Commission. (2024). Artificial intelligence and robotics in society. Publications Office of the European Union. Følstad, A., & Brandtzæg, P. B. (2017). Chatbots and the new world of HCI. Interactions, 24(4), 38–42. https://doi.org/10.1145/3085558 Gretzel, U., Sigala, M., Xiang, Z., & Koo, C. (2015). Smart tourism: Foundations and developments. Electronic Markets, 25(3), 179–188. https://doi.org/10.1007/s12525-015-0196-8 International Telecommunication Union. (2024). Measuring digital development: Facts and figures 2024. ITU. Ivanov, S., & Webster, C. (2019). Robots, artificial intelligence and service automation in travel, tourism and hospitality. Emerald Publishing. Kaplan, A., & Haenlein, M. (2019). Siri, Siri in my hand: Who’s the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence. Business Horizons, 62(1), 15–25. https://doi.org/10.1016/j.bushor.2018.08.004 OECD. (2024). OECD digital economy outlook 2024. Organisation for Economic Co-operation and Development. Russell, S., & Norvig, P. (2021). Artificial intelligence: A modern approach (4th ed.). Pearson. Shin, H., & Jeong, M. (2020). Guests’ perceptions of robot concierge and robot hotel services. International Journal of Hospitality Management, 84, 102324. https://doi.org/10.1016/j.ijhm.2019.102324 United Nations World Tourism Organization. (2024). Tourism and digital transformation: Artificial intelligence in tourism. UNWTO. |
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