Elgar Research Agendas outline the future of research in each area. Leading scholars are given the space to explore their subject in provocative ways and map out the potential directions of travel. They are relevant but also visionary. This timely Research Agenda examines how Generative AI (GAI) is radically changing tourism and hospitality businesses and customer expectations. Expert contributors critically analyse the advantages and associated risks of using GAI across the industry and its impacts for consumers. Exploring key synergies between theory and practice, authors evaluate the way GAI is currently being used within tourism and hospitality. Outlining both opportunities and challenges, authors use a variety of international case studies to illustrate the adoption of GAI in businesses, from augmented tourist experience and engagement, to travel bias and destination diversity. Ultimately, chapters present practical strategies and actionable insights for the industry and highlight areas for further research. This Research Agenda is a valuable resource for students and scholars of tourism and hospitality studies. It is also beneficial for tourism and hospitality professionals, providing foundational knowledge for effective integration of GAI into operations and future planning.