How to use AI to guide your holiday plans – by a tourism expert

By Joseph Mellors, Research Associate in Management and Marketing, University of Westminster

If you ask an AI service like ChatGPT or Google Gemini to recommend a destination for your next summer holiday, it will happily provide you with a list of attractive destinations. But many of them will be very familiar.

Paris, Venice, Santorini and Barcelona are all likely to feature, because the AI algorithm is nudging you towards the same old places. The illusion of personalised advice is what makes people less likely to question it – and why AI risks intensifying overtourism.

And the…

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