The AI Hype – And How It Can Help Your Destination Thrive
AI can help mock up an image and even give a lot of art direction but it cannot replace real people in real locations. It’s a great tool, not a replacement.
7-9 Minute Read
Introduction: The Buzz Around AI
It seems like everyone is talking about AI these days. From boardrooms to coffee shops, artificial intelligence dominates the conversation. But beyond the buzzwords and bold headlines, what does AI really mean for destination marketing?
At Green Media Works, we believe AI isn't just a passing trend—it's a powerful tool to amplify creativity, streamline processes, and bring new perspectives to your brand's storytelling. This article cuts through the hype to explore how AI can help elevate your destination's impact.
Let AI empower you to accomplish more and deliver better-than-expected outcomes. We're in an incredible era, and AI tools are expanding everyone's capabilities to share their destinations with the world. Use them to free up your time so you can focus on delivering the warm, genuine hospitality that matters most in today's fast-moving world.
The Role of Storyboarding and Visual Planning
Let’s start with a real-world example. Take the image at the top of this article: a woman stepping out of a quaint visitor information building, surrounded by spring blooms in a charming small-town square. It’s ideal at first glance—she looks happy, the setting is welcoming, and the signage ties perfectly into our message. But look again and you’ll notice it’s artificial. And no one wants to visit something that feels fake.
That doesn’t mean there’s no place for AI-generated imagery. For presentations, storyboards, or campaign planning, these tools are fantastic. They allow you to visualize scenes, test ideas, and determine scale and composition before a single photo is taken. In fact, using AI for storyboarding can streamline your content creation process.
Here’s a suggestion: use AI to build your vision, then bring it to life through your lens—whether it’s with a smartphone, your team, friends, or hired talent. Let AI inspire you, but let your camera and your heart make it real. Show your destination the way your visitors dream of it—and also the way you love it. After all, you're in this work for a reason, and no one knows your destination better than you and your team.
AI in 2025: What’s Real and What’s Just Noise
The rapid rise of AI tools—especially generative models like ChatGPT and image generators—has created a whirlwind of information. Here's a look at what's real versus what's just hype:
The Myths:
There are a lot AI platforms and tools to choose from. Start with the one that’s most convenient for you.
Get your feet wet, and you’ll be an AI expert before long.
AI will replace human creativity.
AI-generated content is always accurate.
You need a tech team to use AI effectively.
The Truths:
AI is a support tool, not a substitute.
AI requires human guidance and review.
Many AI tools are user-friendly and built with marketers in mind.
For DMOs and tourism marketers, AI offers a flexible and scalable way to enhance content and make data-driven decisions—without compromising authenticity. It's amazing what you can do yourself, but always trust and then verify. Experience still trumps the newest shiny tool, and AI is no exception.
Real Ways AI Can Help Destination Marketers
Here are several practical ways AI can support DMO teams. Some of these tools may seem deceptively easy, but remember—they are aids, not the final product. Your expertise and personal touch are still essential to achieving successful outcomes.
Content Creation & Enhancement
Blogging and Copywriting: Use tools like ChatGPT to generate outlines, first drafts, or repurpose existing content.
Social Media: Create variations of captions, hashtags, and post themes tailored to different traveler profiles.
SEO Optimization: Discover trending keywords, enhance readability, and boost organic reach with AI support.
Visual Media Support
Video Editing: Use AI to cut raw footage into engaging short-form videos.
Image Generation: Useful for visualizing campaign ideas or creating placeholder graphics during development.
Data & Insights
Trend Analysis: Monitor travel patterns and user behavior to forecast demand.
Sentiment Tracking: Understand traveler feedback across social and review platforms.
Personalization
Trip Planning: Generate customized itineraries based on visitor preferences.
Chatbots: Offer 24/7 travel assistance and destination recommendations.
While these applications are powerful, they come with a big caveat: proof everything and keep your voice in the work. AI can simulate your style, but it can't replace your unique insight and experience. Don't let your content become watered down. Visitors and colleagues will notice if the human touch is missing. AI is excellent for refining ideas, suggesting changes, and helping visualize concepts—but it's up to you to ensure your work stays authentic and impactful.
Practical Use Cases: AI in Action for Destinations
AI opens the door to meaningful improvements in visitor engagement by handling repetitive tasks and freeing you to focus on what matters most: creating memorable experiences. Here are a few broad examples to inspire your creativity:
A small mountain town used ChatGPT to create a seasonal blog series, giving their team more time for photography and community events.
A coastal region repurposed hours of drone footage into short, polished Instagram reels using AI-assisted editing.
A state tourism board implemented an AI-powered planner that generated personalized weekend trips based on quiz-style visitor inputs.
Caution and Creativity: Guidelines for Smart AI Use
Yes, we're repeating ourselves, but it's worth emphasizing: authentic human interaction is irreplaceable. Here are some principles to guide your use of AI without compromising your voice or values:
Stay Authentic: Don’t let automation dilute your unique story.
Support, Don’t Replace: Use AI to enhance, not substitute, your creativity.
Check Your Facts: Always verify AI-generated content.
Focus on Quality: Scaling content is easy, but emotion and strategy win hearts.
Virtual tools have their place, but just like we grew tired of "bubble meetings" during the pandemic, people will quickly disengage from content that feels fake or robotic. Keep it real.
How to Get Started
If you're new to AI, reading this article is your first step. Start with a low-risk project like content brainstorming. Try a free platform like ChatGPT, Grok, or Google Gemini—you likely already have access. Set up an account and start experimenting.
Remember, chatbots are exactly what they sound like: tools you can talk to. Ask questions, give clear prompts, and request specific outputs. If you’re uncertain, ask for help. Before long, you’ll be fluent in AI lingo and using these tools like a pro.
Don't forget: these tools are here to support you. They won't replace your job or your creativity—unless you let them.
Armed with AI know-how you can enjoy the fun of presenting your destination.
Embrace the Future Without Losing the Soul
AI isn’t about replacing the human touch—it’s about empowering it. With thoughtful use, destination marketers can harness AI to tell richer, more dynamic stories, reach wider audiences, and make smarter decisions.
Use AI as your secret weapon to get more done, make time for what matters, and be the most welcoming, hospitable version of yourself. People worry that tourism is losing its heart—and honestly, so do we. But we’re optimistic that AI will free us from repetitive tasks and give us more time to appreciate people, ourselves, and our loved ones.
At the end of the day, sharing love is what this business is about—and that's what creates unforgettable experiences, no matter where you are.
Ready to explore how AI can support your destination? Let’s start the conversation.