Artificial intelligence, regional promotion and the French language in the service of heritage destinations from Kyoto to Vilnius, what models for Agadir and Ouarzazate

Abstract

At the intersection of digital transformation and contemporary tourism dynamics, this article examines the conditions under which artificial intelligence (AI) can become an effective tool for promoting regions with a rich heritage. It draws on two documented case studies: Kyoto in Japan and Vilnius in Lithuania. The study examines the technological systems deployed, their measurable effects on the attractiveness of the destinations, and the role played by language mediation. An analytical transposition is then carried out for two Moroccan cities whose heritage assets remain under-exploited by AI tools: Agadir, a rebuilt city steeped in Amazigh history, and Ouarzazate, a film and Saharan destination with a global reputation. Throughout the article, the French language is viewed as a vehicle for the international dissemination of Moroccan heritage.

Keywords: Digital cultural heritage, Artificial intelligence, Tourism communication, Creative cities, French language.

Received Date: June 19, 2026

Accepted Date: July 10, 2026

Published Date: August 01, 2026

Available Online at: https://www.ijsrisjournal.com/index.php/ojsfiles/article/view/930