Technology has revolutionized the health and wellness tourism sector, introducing innovative solutions that enhance experiences, improve health outcomes and bolster destination competitiveness. At the forefront of this transformation is artificial intelligence (AI), which enables personalized services tailored to individual health goals and preferences. AI's role in personalization has redefined health tourism, where generic services are replaced by customized wellness experiences. Advanced AI systems analyse vast datasets, including health histories and behaviour patterns, to recommend therapies and treatments aligned with travellers’ unique needs. This personalization fosters deeper satisfaction and engagement (Faulkner & Russell, 2020; Brown & Chancellor, 2021).

Technological tools such as digital platforms and virtual reality (VR) further elevate the wellness journey. Mobile apps offer personalized recommendations, while VR creates immersive environments for relaxation and mindfulness activities, providing tourists with unique, stress-relieving experiences (Egger & Gassner, 2019; Jin & Gursoy, 2020). Wearable devices, like fitness trackers, allow real-time monitoring of health metrics, promoting proactive health management during travel (Chen & Wang, 2019).

AI also enhances operational efficiency and customer support. Virtual assistants and chatbots provide seamless services, including appointment booking and real-time assistance, while predictive analytics empower providers to anticipate trends and refine offerings (Smith & Johnson, 2023). However, AI's integration raises ethical concerns, particularly regarding data privacy and security. Adherence to regulations like GDPR and transparent practices is essential to safeguard user information (Kumar & Singh, 2023). Addressing these challenges through collaboration ensures equitable technological benefits while maintaining trust. As innovations in AI continue, innovations such as wearable health devices and VR therapies promise more immersive and personalized wellness experiences, redefining global health tourism standards.

This article aligns with the academic and professional interests of Fadhilahanim Aryani Binti Abdullah, a lecturer at the Faculty of Hospitality, Tourism and Wellness, Universiti Malaysia Kelantan, whose multidisciplinary background encompasses Entrepreneurship Education, Graphic and Multimedia Services and Chemical Education. With a strong foundation in both scientific and technological education, her work frequently explores the intersections of innovation, digital transformation and service personalization in the tourism and wellness sectors.

She holds a Master of Education with Information Technology from Universiti Malaya and a Bachelor of Science (Chemistry and Computer) with Education from Universiti Teknologi Malaysia. Her academic pursuits support the advancement of smart, tech-integrated tourism models—especially in promoting personalized, ethical and sustainable wellness experiences through emerging technologies such as artificial intelligence.