A sophisticated negotiation dialogue system for tourism should engage in negotiations beyond mere price considerations, encompassing various other aspects and amenities inherent in the tourism package. To ensure such tailored interaction, it is imperative to understand the intricacies of traveler preferences, constraints, and expectations. Incorporating these personality facets allows for customizing negotiation strategies, resulting in a more personalized and integrative experience. With this aim, we take a pivotal step in advancing automated dialogue systems for personalized integrative negotiation tasks. We develop DEAL, a pioneering Dialogue datasEt for personALized integrative negotiation task in the tourism domain. Further, we propose TRIP NEGOTIATOR, a novel Travel persona-aware Reinforced dIalogue generation model for Personalized iNtegrative nEGOTIATion within the tOuRism domain. TRIP NEGOTIATOR is built to discern the traveler’s persona and intent, systematically adjusts negotiation strategies, and directs the negotiation toward a pertinent phase to ensure effective negotiation. Through reinforcement learning with Proximal Policy Optimization (PPO), we guide TRIP NEGOTIATOR to generate coherent and diverse responses consistent with the traveler’s personality. Extensive qualitative and quantitative analyses demonstrate the effectiveness of TRIP NEGOTIATOR in generating personalized responses during negotiation.