Purpose: Museums are vital institutions that preserve and share cultural heritage, yet they often face challenges in accessibility and sustainability. Generative Artificial Intelligence (GenAI) presents new opportunities to enhance inclusivity and sustainability in museum experiences, particularly for people with disabilities (PwD). This paper aims to propose a conceptual framework for digital and sustainable tourism to museums, guiding stakeholders in leveraging GenAI for improved accessibility, visitor engagement, and operational efficiency. Study design/methodology/approach: A literature review on museum accessibility, sustainable cultural heritage management, and GenAI applications was conducted to identify key opportunities and challenges. The conceptual framework is expanded to integrate GenAI into different museum functions, including digital curation, visitor assistance, and accessibility enhancements. Results: The findings highlight a refined framework that outlines guiding principles and key stages for incorporating GenAI in museums, ensuring accessibility for diverse visitors while promoting sustainability in cultural heritage management. Originality/value: This paper provides a structured approach for museums to strategically adopt GenAI, fostering an inclusive and environmentally responsible digital transformation. The framework supports museums in navigating the trade-offs between technological investments and accessibility enhancements, ensuring long-term cultural sustainability.