Machine learning contributes to promoting sustainability in the tourism sector by improving customer experience, enhancing operational efficiency, and advancing revenue management. Particularly in domains such as hospitality, aviation, and destination management, machine learning applications, supported by big data analytics, offer significant potential for creating competitive advantages for businesses. Algorithms capable of processing diverse data sources, from reservation systems to social media reviews, enable the prediction of customer needs and the delivery of personalized offers. Additionally, chatbots and virtual assistants automate customer support processes, providing fast and efficient services. Machine learning also facilitates personalized recommendations and route optimization in travel planning applications. This chapter examines the applications, benefits, and areas requiring further development of machine learning in tourism activities, drawing on insights from scientific research.