In today’s fast-evolving digital landscape, technological advancements continue to redefine the structure and performance of various global industries. Among these innovations, intelligent systems defined as technologies that enable machines to perform tasks that typically require human intelligence have begun to influence not only business operations but also the way consumers interact with services. This research investigates the evolving dynamics of one such transformative trend within a specific service-driven sector, focusing on how these advancements are shaping user experiences, efficiency, and operational models. The study centres on the Kozhikode district in Kerala- India, known for its rich heritage and natural appeal, exploring the integration of smart technologies in enhancing tourism-related services. Employing a descriptive research design, data were gathered from 50 tourists visiting key eco-tourism locations within the district. Insights were drawn using both primary data through structured questionnaires and secondary data from scholarly and industry sources. While the findings reveal significant improvements in service delivery, customer engagement, and personalization, they also highlight notable challenges, including financial investment, skill requirements, and ethical dilemmas. The study underscores the need for thoughtful implementation strategies that align technological growth with sustainable and ethical tourism practices. These findings offer practical relevance for tourism professionals, policymakers, and researchers aiming to adapt to the increasingly digital expectations of modern travellers.