Tourism is gradually recovering to pre-pandemic levels, highlighting its resilience and importance to the global economy. As this industry rebounds, digitalization and new technologies are increasingly being adopted to improve operational efficiency, management practices, and the tourist experience. Among these technologies, artificial intelligence (AI) stands out as a transformative innovation, offering, among others, applications such as personalized customer service and resource management optimization. However, AI also introduces significant ethical challenges, including concerns about privacy, data security, transparency, and bias. Despite the relevance of these issues, there is lack of research focusing specifically on the ethical implications of AI implementation in tourism industry. To address this gap, this study conducts a bibliometric analysis of existing literature based on studies from Web of Sciences and Scopus databases, aiming to map the current state of art in this area to identify the key topics. This research seeks to guide future studies and provide valuable insights to tourism practitioners, emphasizing the importance of addressing ethical concerns in the ongoing digital transformation of tourism.