ChatGPT and the tourist trail: pathway to overtourism or sustainable travel?

This research letter presents a microstudy investigating how ChatGPT’s travel recommendations may influence tourism flows. Drawing on a qualitative content analysis of 50 structured conversations, the analysis examines whether the model reinforces dominant travel patterns or brings visibility to lesser-known, sustainable, or community-based destinations. It identifies a strong tendency to prioritise iconic landmarks and high-density tourist hubs, with alternative destinations appearing less frequently and typically only when explicitly prompted. While the study does not assess real-world user behaviour, it offers early insight into how AI-generated suggestions may mirror and perpetuate established tourism imaginaries. These patterns prompt reflection on the role of conversational AI in shaping travel interest and attention. The study highlights opportunities for more intentional platform design that supports sustainability goals and more balanced tourism flows.