AI Won’t Save Destination Marketing—And It Might Make It Worse
Jenn Barbee
Tourism Alchemist ? I rewire travel and hospitality brands for the Age of Transformation—and sneak in wellness and anti-burnout magic so your team doesn’t lose its collective mind.
The tourism industry is in an AI frenzy. Every conference, every webinar, every LinkedIn “thought leader” is pushing the narrative that AI is going to revolutionize destination marketing. And while AI has its place, let’s be clear: it’s a tool, not a strategy.
If your brand voice kinda sucks, AI will just make it suck faster.
If your campaigns are uninspired, AI will just churn out more of the same. If your marketing lacks depth, AI won’t magically give it meaning. Yet, many DMOs and tourism brands are rushing to automate content, cut marketing teams, and lean on AI like it’s the golden ticket to success. Spoiler: It’s not.
Where AI Works in Tourism Marketing
? Data analysis—helping destinations understand traveler behavior faster
? Chatbots—handling basic customer service inquiries efficiently
? Personalization—serving up relevant content based on user preferences
Where AI is Actually Winning in Hospitality
?? Hilton’s AI-powered concierge, “Connie”—Hilton introduced an AI-powered robot concierge that provides guests with local recommendations, travel updates, and hotel information in real time, enhancing the guest experience.
?? Singapore Airlines' Kris+ App—Integrates AI to customize rewards and trip itineraries based on traveler preferences, improving engagement and brand loyalty.
??? Caesars Entertainment’s AI-driven guest service—Uses predictive AI to anticipate guest needs, reducing wait times and enhancing the luxury experience at their resorts.
But AI can’t replace human creativity, intuition, and storytelling. It won’t forge emotional connections. It won’t create brand loyalty. And it definitely won’t fix a weak marketing strategy.
Where AI Will Fail You
?? Generic AI-generated blogs and social posts—Google and readers alike can smell them a mile away
?? Over-reliance on AI-driven trip planning—travelers still crave human recommendations
?? Losing destination authenticity—turning unique places into copy-paste content factories
What’s the Real Future of Destination Marketing?
Tourism is about experience, emotion, and connection. The destinations that win won’t be the ones using AI to mass-produce content—they’ll be the ones telling unforgettable, human-driven stories that resonate on a personal level. AI can support that, but it can’t lead it.
So, before you gut your marketing team or swap your creative director for ChatGPT, ask yourself: Does this make our brand stronger—or just lazier?
?? The destinations that win won’t be the ones using AI to mass-produce content—they’ll be the ones telling unforgettable, human-driven stories that resonate on a personal level.
Chief Digital Transformation Consultant at SumatoSoft | Your trusted software developement partner.
14 小时前Destination marketing indeed thrives on storytelling, emotion, and human connection.
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1 周Let's make a list of key words or phrases that tip you off that AI wrote it. I'll go first "it's all about..." Also, "thrilled" which makes me upset because I truly am thrilled about a lot of things and now I can't use that word! UGH! LOL