This research analyzes the effect of AI-driven automation on tourism attractiveness in the southern provinces of Morocco. It addresses the impact of AI integration in tourism services, the use of AI tools for customer relationship management, the use of AI to analyze visitor data from tourist sites, the use of AI tools such as machine translators and immersive cultural applications and machine learning algorithms on tourism attractiveness. It uses regression analysis on a sample of 258 key players in the overall dynamic of the sector. The results indicate that some AI tools have a positive influence on tourism attractiveness. Thus, the use of AI tools for customer relationship management contributes to better customer satisfaction and loyalty, while the integration of AI in tourism services significantly improves the visitor experience. AI tools such as machine translators and immersive cultural applications reduce language and cultural barriers. On the other hand, research indicates that the use of AI to analyze visitor data from tourist sites, allows for an optimized management of tourism flows. And finally, machine learning algorithms improve marketing campaigns by identifying the most likely segments of tourists to visit the southern provinces.