Imagine relying on AI for your vacation plans only to find yourself in the same crowded, popular spots as everyone else—yet here’s where it gets controversial: what if AI could actually help you discover unique, less-visited destinations instead of just the usual hotspots? Recent insights from tourism specialist Joseph Mellers reveal that while artificial intelligence tools like ChatGPT and Google Gemini are increasingly used for travel inspiration, they tend to favor the most well-known locations. When asked for summer holiday suggestions, these AI systems often return a list featuring beloved cities and beaches such as Paris, Venice, Santorini, or Barcelona—because their recommendations are shaped by what is most visible online, including popular reviews, social media hashtags, and travel blogs. This tendency makes it easy for travelers to accept default suggestions, which inadvertently contributes to the ongoing problem of overtourism. Highly visited destinations are already straining under the number of tourists—locals in Mallorca are pushing for limits on flights and rentals, and Venice has introduced a fee for day-trippers to curb visitor overload. Yet, if millions of travelers continue to rely on AI-generated lists without question, the pressure on these places will only intensify. The algorithms behind these tools prioritize what is most prominent in the digital landscape, often reinforcing existing travel patterns without offering much variation. This can lead to a cycle of sameness, where popular sites become even more crowded as AI steers everyone toward the same familiar spots. But here’s the catch—travellers are not powerless to influence the outcome. Using AI intentionally and asking more specific, thoughtful questions can lead to discovering hidden gems. Instead of generic prompts like “best beaches in Europe,” try requesting, “towns accessible by train that are often overlooked in travel guides,” or “destinations in July that aren’t major tourist hubs.” Don’t be afraid to push the system—use follow-up questions, scroll past initial results, and explore beyond the top hits. Timing also matters; AI algorithms typically focus on peak seasons because of the abundance of online content. To find quieter travel options, ask about off-peak months: imagine planning to visit the Greek islands in May or the Italian lakes in October. Additionally, delve into sources beyond mainstream content. Since AI draws heavily on English-language sources, it naturally favors international hotspots. However, by specifying search terms like “Spanish-language travel blogs about Asturias” or “local tourism cooperatives in Slovenia,” travelers can uncover authentic experiences and destinations off the beaten path. Moreover, AI can assist in comparing costs, travel times, and carbon footprints—if you’re willing to dig a little deeper. The reality is, standard recommendations tend to highlight what is most documented and popular, not necessarily what’s most diverse or sustainable. Interestingly, with slight adjustments, the same AI systems could prioritize eco-friendly options or promote locally owned businesses, but default settings usually don’t. While the convenience of AI makes planning easier, it can also lead to predictability—if your entire trip can be copied from Instagram, where’s the adventure? The key is viewing AI as a starting point—an initial guide rather than the final destination. Combining its suggestions with traditional travel research, conversations with locals, and exploring alternative sources restores spontaneity and inventiveness to travel. Asking smarter, targeted questions, shifting travel dates, examining environmental impacts, and seeking local voices all help turn AI into a tool for genuine discovery rather than just another means of crowding already popular places. Next time you consult AI for your travel plans, challenge it. Push its limits, debate its suggestions, and leverage its formidable capabilities to uncover new, exciting adventures—or simply avoid the same crowded itineraries everyone else is following. Because the question remains—are we okay with AI just reinforcing the status quo, or do we want it to open doors to more authentic, sustainable travel experiences? Your move.
Author Joseph Mellors, a Research Associate in Management and Marketing at the University of Westminster, UK, underscores the importance of intentional use in AI-powered travel planning. This article was originally published in October 2025 and is shared under a Creative Commons license.
