Planning a holiday has never been easier—or so it seems. With the rise of artificial intelligence (AI) tools like ChatGPT, many Aussies are turning to technology to help map out their dream getaways.
But before you pack your bags and set off for that ‘hidden gem’ you found online, there’s a growing trend you need to be wary of: AI-generated travel advice that can send you chasing places that don’t even exist!
Yes, you read that right. Some travellers have found themselves standing in the middle of nowhere, searching for attractions that are nothing more than digital mirages. It’s a modern travel tale that’s equal parts comedy and cautionary lesson.
AI: A Double-Edged Sword for Holidaymakers
Travel agent Kellie Woodward from Travel Associates Kew has seen it all. She’s embraced AI as a tool to help spark ideas and get the ball rolling for her clients’ itineraries. But as she told in a recent interview, ‘AI is exactly that. AI is artificial intelligence.’
While it can whip up a list of must-see spots or suggest a scenic route, it’s not infallible—and it certainly doesn’t replace the expertise of a seasoned travel agent.
Kellie’s noticed a surge in clients arriving with AI-generated itineraries in hand, eager to explore the world. ‘It’s always a great start, and people like to research their own holiday and have a look at what’s out there,’ she says. But she’s quick to point out that AI can lead you astray if you’re not careful.
‘We are seeing an increase [in] clients emailing us or coming in with a printed copy of a ChatGPT idea for their holidays,’ she added.
When AI Gets It Wrong: The Case of the Phantom Hot Springs
One of the most striking examples comes from Tasmania, where a tourism website used AI-generated content to promote ‘hot springs’ in Weldborough.
The only problem? The springs didn’t exist. The AI had conjured up glowing descriptions of a ‘tranquil haven’ beloved by hikers and wellness seekers, complete with fake photos. Tourists, lured by the promise of untouched beauty, flocked to the area—only to find nothing but disappointment.
And it’s not just happening Down Under. Internationally, tourists have been led on wild goose chases by AI.
In Peru, hopeful hikers searched for the ‘Sacred Canyon of Humantay’, a destination that turned out to be pure fiction. In Japan, a couple found themselves stranded atop a mountain after ChatGPT gave them the wrong closure time.
A 2024 study found that a whopping 33 per cent of people who used AI to plan their travels ended up with recommendations containing incorrect information. That’s a lot of wasted time, money, and holiday spirit!
Why Does This Happen?
AI platforms like ChatGPT pull information from all corners of the internet. While this can be a treasure trove of inspiration, it also means the data isn’t always accurate, up-to-date, or even real. AI doesn’t have the ability to verify facts or sense-check whether a destination actually exists. It can’t tell if a ‘hidden gem’ is a local legend, a recent closure, or a figment of someone’s imagination.
And while younger generations—Millennials and Gen Z—are more likely to use AI for travel planning, Baby Boomers and Gen X tend to be more cautious. Perhaps there’s wisdom in the old saying: ‘If it sounds too good to be true, it probably is.’
The Human Touch: Why Travel Agents Still Matter
Despite the digital revolution, travel agents aren’t going anywhere. In fact, Kellie says more people are seeking out expert advice after being burned by AI blunders. ‘The pandemic was a really big eye-opener for people in how much they still needed that human interaction,’ she explains.
‘We’re finding a lot of new clients are coming to us because they have been caught out by it in the past,’ she shared.
Travel is deeply personal. AI can suggest destinations based on your preferences, but it can’t truly understand how you want to feel on your holiday or tailor recommendations to your unique needs.
A travel agent, on the other hand, can offer insider tips, exclusive deals, and access to experiences you won’t find online, like a private tour of the Louvre after hours, with the whole museum to yourself.
How to Use AI for Travel Safely
So, should you ditch AI altogether? Not at all! AI can be a fantastic starting point for inspiration. Use it to get general ideas about where to go and what to see.
But when it comes to the details—like booking, logistics, and verifying that your dream destination actually exists—it’s best to double-check with a real person.
Here are a few tips to keep your travel plans on track:
1. Cross-check information: If AI suggests a place you’ve never heard of, do a quick Google search or check with a reputable travel site.
2. Consult a travel agent: Especially for big trips or unfamiliar destinations, a professional can save you time, money, and stress.
3. Read reviews: See what other travellers have experienced. If no one else has heard of that ‘secret waterfall,’ it might not be real!
4. Trust your instincts: If something sounds too good to be true, it probably is.
Key Takeaways
- Aussies are being warned that using artificial intelligence like ChatGPT for travel planning can result in incorrect or even completely made-up information about destinations.
- A Tassie tour company accidentally promoted fake hot springs after using AI-generated material, leading tourists to non-existent hotspots.
- A recent study found that a third of people who used AI for travel planning ended up with recommendations containing incorrect information.
- Experts recommend using AI for general travel inspiration but suggest relying on travel agents for personalised advice, hidden gems, and accurate details.
We’d love to hear your stories! Have you ever followed AI-generated advice that led you astray? Or maybe you’ve discovered a hidden gem thanks to a clever chatbot? Share your experiences in the comments below—your tale might just save a fellow traveller from a wild goose chase!
