Imagine a world where your dream holiday destinations are not just popular tourist traps, but unique, sustainable, and off-the-beaten-path experiences. That's the promise of AI-powered travel planning, but there's a catch. The key to unlocking AI's true potential lies in asking the right questions.
Tourism expert Joseph Mellors has a warning for us: AI tools, like ChatGPT and Google Gemini, often default to suggesting well-known destinations, creating an illusion of personalized advice that can actually intensify overtourism. But here's the twist: with a little nudge, these AI systems can become powerful allies in discovering hidden gems.
In a recent survey, it was revealed that the use of AI for travel inspiration has doubled in the past year, especially among younger travelers. Nearly one in five Britons aged 25-34 are now turning to AI for trip planning. However, Mellors' research shows that AI tends to gravitate towards the most visited places, unless specifically prompted otherwise.
This trend could exacerbate overtourism, which is already causing issues in popular destinations like Mallorca and Venice. Locals are demanding limits on flights and holiday rentals, and Venice has introduced a day-tripper fee to manage visitor pressure. If millions of holidaymakers rely on the same AI-generated filters and tips, the pressure on these places will only increase.
But consumers have the power to change this narrative. By asking more specific and thoughtful questions, travelers can uncover fascinating destinations that are lesser-known and more sustainable. For example, instead of asking for "the best beaches in Europe," try "which coastal towns are reachable by train but overlooked in most guides?" Or, "what destinations offer a unique experience in July, away from the tourist hotspots?"
AI systems are trained to focus on what's most visible online, like reviews, blogs, and social media hashtags, so they quickly zero in on popular places. But by pushing the system, asking follow-up questions, and scrolling past the initial results, travelers can uncover hidden surprises.
Another strategy is to change the timing of your trip. AI tends to focus on peak season, so asking about off-peak months can help beat this built-in bias. For instance, consider the Italian lakes in October or the Greek islands in May.
Additionally, travelers can ask AI to explore less-traveled paths by seeking out local voices and independent travel blogs. A simple search for "Spanish-language blogs about Asturias" or "community-run agritourism in Slovenia" could lead to rewarding and unique experiences.
AI can also assist in comparing travel options, assessing carbon footprints, and providing a more holistic view of your journey. It's all about digging a little deeper and exploring beyond the surface.
While AI offers convenience, it can also be predictable. If your holiday plans could be replicated from Instagram, the sense of adventure might be missing. Consider AI as a starting point, a tool to spark inspiration, but don't rely solely on it. Guidebooks, local media, and conversations with residents add an element of unpredictability that makes travel truly memorable.
By asking sharper questions, adjusting your timing, considering environmental impacts, and seeking local insights, travelers can use AI as a tool for discovery, not congestion. Every prompt is an opportunity to guide the system towards what truly matters.
So, the next time you ask ChatGPT for travel advice, challenge it. Test its boundaries, argue with it, and unlock its extraordinary capabilities to find a new, unique destination. The choice is yours: embark on a journey of discovery or settle for the same crowded itinerary.
Author Joseph Mellors is a Research Associate in Management and Marketing at the University of Westminster, UK. This article was originally published in The Conversation in October 2025.
