Globant’s Julio De Salvo on launching the world’s first agentic protocol for tourism
De Salvo shares the strategic importance of the Middle East as a testing ground for the new protocol and why the next 12 months are critical for moving AI from theory to infrastructure
15 February, 2026
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The launch of the Agentic Tourism Initiative was a result of a collaboration between TOURISE and Globant, a digital transformation company. Both entities introduced the world’s first ‘Agentic Protocol for Tourism’ *during a TOURISE event at the World Economic Forum (WEF) at Davos in January.
On the sidelines of the event, Gulf Business spoke with Julio De Salvo, SVP of Solutions and head of Solution Strategy & Partnerships (MENA & APAC) at Globant, about how this new protocol aims to solve the industry’s “coordination failure”, the strategic importance of the Middle East as a testing ground, and why the next 12 months are critical for moving AI from theory to infrastructure.
At WEF 2026, Globant introduced the world’s first ‘Agentic Protocol for Tourism’. In practical terms, what problem does this solve that existing AI deployments have failed to address?
We are addressing a fundamental problem: coordination failure. Tourism doesn’t actually have an AI problem; the failure has been assuming that intelligence alone equals progress. Intelligence without coordination simply amplifies fragmentation.
The protocol tackles the structural breakdown travellers experience daily — when a flight is delayed, but hotels aren’t informed, transfers don’t adjust, and dinner reservations are missed. This forces travellers to become “system integrators,” making multiple calls to fix a journey.
Unlike existing AI that operates in isolation, this protocol introduces a shared coordination layer across airlines, airports, hotels, and governments, enabling tourism to operate as a unified system.
Tourism has plenty of pilots, but few scaled systems. What does “agentic coordination” actually look like across these disconnected sectors?
It represents a shift from AI systems that merely recommend to ones that actively negotiate and act within human-defined parameters. In practice, when a flight delay is detected, the information is automatically propagated to airport operations, matched with hotel availability, and resolved before the traveller even notices.
You receive one notification that everything has been seamlessly sorted behind the scenes. This eliminates the accountability gap that currently leaves travellers stranded in complexity because every provider operates on different systems with no shared language.
As AI agents begin to influence decisions across borders, who is ultimately accountable: the platforms, the destinations, or the regulators?
Accountability must be explicit and layered. As I often say, “If everyone is accountable, no one is.”
We’ve outlined a clear hierarchy: platforms are accountable for agent behaviour, destinations for policy and citizen impact, and regulators for guardrails and cross-border legitimacy. This proactive approach treats regulatory frameworks not as a side consideration, but as the foundation. We must prevent the ambiguity that emerges when AI agents operate across international boundaries without clear oversight.
The Agentic Tourism Initiative was first launched at TOURISE in Riyadh. Why was Saudi Arabia the right starting point, and what does the Middle East bring to this global debate?
Saudi Arabia is the ideal launching point because it represents a greenfield opportunity rather than a legacy retrofit.
This conversation could not have started in a legacy market. When a country is building destinations, airports, and digital infrastructure simultaneously, it is forced to think in systems rather than patches.
The Middle East brings three critical elements: scale with intent through national-level transformation, the convening power to bring government and tech leaders into one room, and future-first regulation designed to enable innovation rather than protect outdated systems.
With the AI tourism market projected to reach $14bn by 2030, how do you ensure that speed doesn’t come at the expense of cultural nuance and trust?
It requires a coordinated coalition approach. We emphasise creating travel ecosystems that are not only intelligent but profoundly human. AI must enhance rather than replace human judgment, especially regarding cultural interpretation and local expertise.
By establishing industry-wide standards and preventing monopolistic control through open protocols, we ensure that rapid growth preserves local control and cultural authenticity while delivering meaningful journeys.
Looking ahead to TOURISE 2.0 in 2027, what tangible shifts should operators expect as this protocol moves into real-world deployment?
The focus shifts decisively from discussion to delivery. We have a clear 12-month roadmap to deliver a stable Agentic Tourism Protocol and two live, measurable use cases.
By 2027, destinations can expect fewer manual handoffs, faster recovery from disruptions, and clearer accountability. TOURISE 2.0 marks the moment when agentic tourism stops being an idea and starts behaving like infrastructure.
Read: From pit lane to mainframe: Globant’s Federico Pienovi on how AI is redefining F1


















