Hospitality in the Era of Artificial Intelligence
Article written by Bosco Producciones, December 2025
Throughout the morning, at the Centro Cultural Viviana Vigil, tourism providers and entrepreneurs from San Antonio de Areco gathered to participate in the training session “The Path of Hospitality: From Kindness to Smart Selling,” led by Lucía del Campo, an expert in communication and hospitality. The event was free of charge and organized by the municipal Tourism Department.
From the very beginning, Lucía made the central focus of her message clear: in a context where technology continues to advance and automate processes, the true differentiator remains the human element.
“I was deeply passionate about today’s topic and about speaking on the importance of kindness and the humanization of this technology,” she said.
She did not frame it as a conflict between people and machines, but rather as a possible complement.
“What we can do is use these tools for operational tasks and leave more time for genuine human connection.”
The training invited participants to look at tourism from a different perspective: not simply as a collection of services, but as the creation of memorable experiences. Lucía explored marketing, communication, and digital strategies to help businesses stand out, yet she consistently returned to the same point: empathy, listening, the ability to understand visitors, and surprising them in meaningful ways.
“At every moment, we can choose to become more and more hospitable,” she explained.
For the speaker, the event was not intended only for tourism providers, but for everyone who works with or interacts with people visiting Areco.
“We are part of the community and also ambassadors of our own destination,” she emphasized.
Hospitality, she explained, began as a way of welcoming others, but today it is also a tool for building local identity.
The phrase with which Lucía summarized the spirit of the day was an invitation to embrace a collective role:
“We are all tourism, we are all community, we are all Areco.”
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