Objective: The problem of the study is to investigate the impact of using artificial intelligence in tourism management through the mediating role of tourism innovation.

Theoretical Framework: In this regard, the study suggests that strategic plans on adopting AI by tourism companies need to point out key areas in which AI will fuel enhanced operations and improved customer experiences through investing in AI technologies, training employees, and integrating AI into core business processes.

Method: The population of this study consists of tourism office owners who have experience in using artificial intelligence to innovate and develop the tourism sector in Jordan. Data collection was carried out using a structured questionnaire designed specifically for this study.

Results and Discussion: The results indicated that There is a positive effect of tourism innovation as an intervening variable on the effect of using artificial intelligence in tourism management.

Research Implications: The culture of innovation and experimentation within an organization should be fostered. Companies should give all resources and support to teams that are working on AI applications in tourism management.

Originality/Value: At a time when such is the changing face, training programs for up-skilling in AI, Data Analytics, and Innovation Management should be provided for the employees in order to make them workforce-ready for the future.