Designing optimal heritage tourism routes in secondary cities involves complex trade-offs between cultural richness, travel time, carbon emissions, spatial coherence, and group satisfaction. This study addresses the Personalized Group Trip Design Problem (PGTDP) under real-world constraints by proposing DRL–IMVO–GAN—a hybrid multi-objective optimization framework that integrates Deep Reinforcement Learning (DRL) for policy-guided initialization, an Improved Multiverse Optimizer (IMVO) for global search, and a Generative Adversarial Network (GAN) for local refinement and solution diversity. The model operates within a digital twin of Warin Chamrap’s old town, leveraging 92 POIs, congestion heatmaps, and behaviorally clustered tourist profiles. The proposed method was benchmarked against seven state-of-the-art techniques, including PSO + DRL, Genetic Algorithm with Multi-Neighborhood Search (Genetic + MNS), Dual-ACO, ALNS-ASP, and others. Results demonstrate that DRL–IMVO–GAN consistently dominates across key metrics. Under equal-objective weighting, it attained the highest heritage score (74.2), shortest travel time (21.3 min), and top satisfaction score (17.5 out of 18), along with the highest hypervolume (0.85) and Pareto Coverage Ratio (0.95). Beyond performance, the framework exhibits strong generalization in zero- and few-shot scenarios, adapting to unseen POIs, modified constraints, and new user profiles without retraining. These findings underscore the method’s robustness, behavioral coherence, and interpretability—positioning it as a scalable, intelligent decision-support tool for sustainable and user-centered cultural tourism planning in secondary cities.

Designing optimal heritage tourism routes in secondary cities involves complex trade-offs between cultural richness, travel time, carbon emissions, spatial coherence, and group satisfaction. This study addresses the Personalized Group Trip Design Problem (PGTDP) under real-world constraints by proposing DRL–IMVO–GAN—a hybrid multi-objective optimization framework that integrates Deep Reinforcement Learning (DRL) for policy-guided initialization, an Improved Multiverse Optimizer (IMVO) for global search, and a Generative Adversarial Network (GAN) for local refinement and solution diversity. The model operates within a digital twin of Warin Chamrap’s old town, leveraging 92 POIs, congestion heatmaps, and behaviorally clustered tourist profiles. The proposed method was benchmarked against seven state-of-the-art techniques, including PSO + DRL, Genetic Algorithm with Multi-Neighborhood Search (Genetic + MNS), Dual-ACO, ALNS-ASP, and others. Results demonstrate that DRL–IMVO–GAN consistently dominates across key metrics. Under equal-objective weighting, it attained the highest heritage score (74.2), shortest travel time (21.3 minutes), and top satisfaction score (17.5 out of 18), along with the highest hypervolume (0.85) and Pareto Coverage Ratio (0.95). Beyond performance, the framework exhibits strong generalization in zero- and few-shot scenarios, adapting to unseen POIs, modified constraints, and new user profiles without retraining. These findings underscore the method’s robustness, behavioral coherence, and interpretability—positioning it as a scalable, intelligent decision-support tool for sustainable and user-centered cultural tourism planning in secondary cities.