This chapter examines the growing role of Anthropomorphic Virtual Agents (AVAs), computer-generated characters designed to replicate human appearance and behavior, within the tourism industry. It discusses technological advancements, managerial implications, and ethical considerations surrounding their use. The incorporation of innovative technologies, such as Generative AI (GenAI), a form of artificial intelligence capable of producing content including text, images, and audio, presents unprecedented opportunities for personalized travel, immersive experiences, and heightened data security. AVAs, powered by GenAI, have the ability to analyze extensive datasets, offering hyper-personalized recommendations and anticipating travelers’ needs in real time. Furthermore, the combination of AVAs with augmented reality (AR) and virtual reality (VR) enables engaging virtual tours that enhance destination marketing and foster consumer interaction. However, the widespread adoption of AVAs also raises significant ethical challenges, particularly concerning algorithmic bias, transparency, and privacy protection. It is imperative for businesses to maintain fairness and openness in data usage while preserving the essential human interaction that remains a cornerstone of the tourism sector. This chapter emphasizes the importance of a strategic and ethical approach to the integration of AVAs, one that cultivates customer trust and promotes sustainable, human-centered service delivery. Additionally, it underscores the need for further research into the long-term effects of AVAs on customer loyalty and brand perceptions. While AVAs can revolutionize tourism, their success requires balancing innovation with ethics to ensure a personalized and secure consumer experience.