Did all those AI-generated images of dogs turned into people give you slight Black Mirror vibes? Yah, us too.
We’ve been mulling over the ins and outs of AI-generated visuals in destination marketing since last year, when a keynote speaker at an event showed an AI-generated drone video of Monterey, CA. The audible gasp and groans in the room made it clear just how uneasy many destination marketers feel about replacing traditional visuals with AI-generated ones. And yet—we knew that room was biased.
So we asked ourselves: “How do travelers feel about AI playing a role in visually influencing their travel decisions?”
Last fall, we surveyed 1,000 travelers across the US and Canada, asking a range of questions about visuals and travel to better understand the boundaries. What feels like “too far”? What do travelers see as acceptable use of AI-generated content by destinations?
Surprisingly, travelers were more open to AI than we expected—61% said they’re comfortable with destinations using AI-generated images and videos.
Let’s dive into what we learned, along with some real (and kind of AI-generated) examples of how these insights come to life in the world.
Keep It Truthful
AI can help you create some seriously stunning visuals—but let’s be real, the moment we start blending AI images with real ones, the big worry becomes: are we being fooled?
That concern is very real. In fact, 82% of survey respondents said they’re worried about AI content feeling misleading or inauthentic. But there’s a twist—confidence in AI visuals is growing. 63% told us they’ve become more comfortable with AI-generated content over time, and a huge 88% said transparency is the key to building trust.
Why? Because sometimes it’s obvious a photo is AI… and sometimes it’s way too convincing. That’s where being upfront makes all the difference. A simple disclaimer or a hashtag like #AIgenerated can help keep things clear and credible.
When used responsibly, AI can be a helpful tool. For example, if a new hotel isn’t photo-ready yet, an AI-generated image can be a great way to build buzz, as long as it accurately represents what’s coming and is clearly labeled as AI-generated.
Or take a cue from Visit Denmark. They brought tourist attractions to life (literally!) using AI in a playful, creative campaign. It was fun, obvious, and totally transparent—emphasizing the use of AI and ChatGPT in the description.
The bottom line? AI works best when it’s used honestly and with intention—adding to the story, not rewriting it.
eTourism tapped into the ChatGPT AI action figure trend to promote their upcoming Summit — and absolutely nailed it on LinkedIn.
Leverage AI Visuals to Support Your Message
AI can definitely lighten the load—but it’s not here to steal the show. According to our survey, travelers still crave the real deal:
- 43% prefer completely authentic, untouched visuals
- 25% like authentic visuals that are lightly edited
- And 21% enjoy a mix of AI-generated and authentic content
The takeaway? AI has a role to play, but it’s best as the sidekick—not the superhero. Think of it as a tool to enhance your storytelling, not replace it. A well-balanced mix of user-generated content (UGC), traditional photography, and thoughtfully used AI visuals creates a richer, more trustworthy picture of your destination.
Visit Jordan’s #ExperienceJordAIn campaign is a great example of this. They used AI-generated “mystery visuals” paired with prompts like “/imagine” turning into “/experience” to tease the beauty of their landscapes—then revealed the real thing. It’s a brilliant way to spark curiosity and show that Jordan’s magic goes beyond imagination.
AI is Your Helper, Not Your Replacement
Sure, about 80% of respondents expressed concern that AI might displace human creatives—but the truth is, AI isn’t here to take over. It’s here to team up.
Used right, AI can actually amplify creativity—not replace it. In fact, 74% of respondents said AI-generated visuals help deliver immersive, engaging content that sparks curiosity and inspires exploration.
“It [AI] allowed me to see beyond just the pictures it allowed me to see the actual experience of being there” ~ Survey respondent
And they’re not alone. Around 71% agree: AI-generated visuals are a powerful way to highlight the richness and diversity of travel experiences in fresh, eye-catching ways.
Whether it’s creating virtual tours or transporting viewers to the past (imagine walking through ancient Athens as it once was), AI adds a new layer of wonder.
It’s all about how we use it. When paired with human creativity, AI can help tell a destination’s story in truly immersive ways.
And this isn’t just about visuals—while we definitely love using AI editing tools to remove unwanted objects or extend the background to fit certain dimensions, AI writing tools can also help reduce your workload. Think about using AI tools like ChatGPT, Gemini, or Perplexity to help brainstorm social media copy, email subject lines, or do research to help you plan content. We actually used Gemini to help find examples for this blog post!
Additionally, AI can be used to scrape event data happening in your area, helping you quickly identify relevant content to promote your destination and freeing up your time for more strategic tasks. (Psst… check out Vision—coming soon!)
Keep an Eye on Things and Adapt
AI is changing fast—and it’s not slowing down anytime soon. Whether you’re looking to boost your workflow or just make life a little easier, it helps to know what tools are out there.In fact, 38% of people we surveyed have already spotted AI-generated visuals in travel marketing, and another 39% weren’t even sure! It’s already out there and we hope this post will help spark ideas on how to make it work for you.
We’d love to hear your thoughts and any interesting AI campaigns you’ve come across. Please share with us!
