How is AI changing the way we choose where to travel? We once browsed catalogues, then searched Google, Booking and social media. Today, a traveller can simply ask artificial intelligence. The answer they receive may determine where they spend their money. In this new tourism race, being a good destination is no longer enough. The question is – does the algorithm know you exist?
Until just a few years ago, planning a holiday meant having dozens of tabs open on a computer. First flights, then Booking, Google Maps, Tripadvisor, several recommendation articles, hotel and restaurant Instagram profiles, guest reviews, the weather forecast... In the end, we would try to piece together our own picture of a destination from an enormous amount of information.
Today, a single sentence can replace ten searches. We can now ask ChatGPT or another AI assistant such a question and, within moments, receive several destination suggestions, explanations of why they match our preferences, ideas for accommodation, restaurants and excursions, and even a rough travel itinerary. At first glance, the change seems small. Instead of typing something into a search engine, we talk to a programme. But for tourism, the change is much greater than it appears. Because travellers no longer need to know in advance which destination they are looking for. They only need to describe the kind of holiday they want.
In its Tourism Trends and Policies 2026 report, the OECD identifies digital transformation and the development of artificial intelligence among the changes already affecting tourism – from destination management and more efficient business operations to personalised guest experiences. In other words, AI is no longer just a technology topic. It is becoming a tourism topic. And a marketing topic. And a business topic.
The world’s largest travel companies have been preparing for years for this new phase of travel planning. Booking.com is developing AI tools that allow users, instead of adjusting numerous conventional filters, to explain conversationally what they want from their holiday. The system can connect travellers’ requests with information about accommodation, prices, availability, descriptions and reviews.
Expedia is also developing artificial intelligence-based solutions designed to accompany travellers from their first idea for a trip all the way to a concrete itinerary and booking. A similar process is taking place in transport, gastronomy and activity planning.
The line between asking “What do you recommend?” and arriving at a specific tourism product is becoming increasingly thin. But perhaps the greatest change lies elsewhere. Until now, we were mostly the ones searching for information. Now information is beginning to reach us already processed, compared and transformed into a recommendation.
Enthusiasm for the new technology does not, however, mean that travellers trust it completely. And this may be the most interesting aspect of this transition. Research by travel companies in 2026 shows that travellers are happy to use AI for inspiration, itinerary planning, comparing options and discovering new places, but are far more cautious when it comes to allowing technology to handle the final booking and payment.
Traditional search engines and major booking platforms still enjoy significantly higher levels of trust. So the revolution is not over yet. It is happening right now. People still make the final decision. But the algorithm increasingly determines the options they will choose from.
For Montenegro, this question is far more important than it may initially appear.
There is no question that the country has the sea, mountains, lakes, national parks, old towns, luxury resorts, local gastronomy and distances short enough to allow visitors to experience completely different landscapes during a single holiday. But AI has no eyes. It cannot stand at a viewpoint above the Bay of Kotor and feel what a person feels. It cannot breathe in the scent of the sea, taste a wine or have lunch in a small restaurant on the coast. It gets to know a destination through its digital footprint. Through official websites. Travel platforms. Media articles. Hotel and restaurant descriptions. Reviews. Maps. Transport information. Photographs and other publicly available information. This gives rise to a new question for every destination, hotel, restaurant or attraction:
What do I look like when it is not a tourist looking at me, but an algorithm that needs to explain to a tourist why they should choose me? This could become one of the most important questions in tourism marketing in the years ahead.
Amid the excitement surrounding these new possibilities, it is easy to forget one important thing: AI is not infallible. AI can narrow down the choices. It can connect information. It can make suggestions. But the hotel still has to welcome the guest. The waiter still has to bring the wine. A pilot is still needed for the plane to take off. And the experience still has to be real.
Be clear, up to date and specific: explain who your offer is intended for, what makes it stand out, what kind of experience guests can expect, and make sure information about location, prices, opening hours, amenities and rules is consistent across all channels. Do not neglect quality content and credible sources, speak the language of guests’ real needs and, above all, put your own digital shop window in order — AI cannot compensate for inaccurate or outdated information.
A COUPLE LOOKING FOR MEDITERRANEAN LUXURY
I asked ChatGPT: We want a luxury holiday on the Adriatic for a couple, with good food, historic architecture, opportunities for boat trips and mountains within a relatively short distance. We do not like huge crowds.
ChatGPT suggests:
1. Korčula + Pelješac, Croatia
An old Mediterranean town, the sea, wine, wineries, Ston and excellent gastronomy.
Estimated budget for two / 7 days: €1,800–3,000.
2. Perast / Bay of Kotor, Montenegro
Historic towns, luxury hotels, boat trips, waterfront restaurants and mountains within a short distance.
Estimated budget for two / 7 days: €2,000–3,500.
3. Otranto + Salento, Italy
A historic centre, beautiful beaches, wine, olive oil and the Italian lifestyle.
Estimated budget for two / 7 days: €1,800–3,000.
4. Himarë and the southern Albanian coast
Beautiful sea, mountains and a destination that still offers a sense of discovery.
Estimated budget for two / 7 days: €1,000–1,800.
I asked ChatGPT: We are a group of friends. We want a summer holiday in Europe, in the Mediterranean region, but we do not want a seaside beach. We are looking for mountains, lakes, hiking trails, good local food and a destination that is not overcrowded.
ChatGPT suggests:
1. Bohinj, Slovenia
Lake, Alps, hiking trails, kayaking and SUP.
Estimated budget per person / 7 days: €650–1,000.
2. Zagori, Greece
Stone villages, Vikos Gorge, mountain trails and traditional food.
Estimated budget per person / 7 days: €500–800.
3. Durmitor and Žabljak, Montenegro
Mountains, lakes, rafting, the Tara Canyon and plenty of activities.
Estimated budget per person / 7 days: €400–700.
4. Prokletije: Lëpushë / Vusanje + northern Albania
Valleys, mountain passes, guesthouses and fewer crowds.
Estimated budget per person / 7 days: €350–650.
I asked ChatGPT: I’m looking for a holiday for a family — two parents and three children aged 5, 9 and 15. We would like a seven-day Mediterranean holiday in September, as dynamic as possible, with enough attractions and activities to keep the children entertained. Our budget is mid-range. What do you suggest?
ChatGPT suggests:
1. Mallorca
Boat trips, snorkelling, caves, mountains, parks and activities for different age groups.
Estimated budget for five / 7 days: €1,800–2,800.
2. Crete
Knossos, boat trips, an aquarium, water parks, villages and good food.
Estimated budget for five / 7 days: €1,500–2,400.
3. Malta + Gozo
Popeye Village, Comino, Gozo, Mdina, Valletta, kayaking and snorkelling.
Estimated budget for five / 7 days: €1,600–2,500.
I asked ChatGPT: We are a married couple looking for a seven-day Mediterranean holiday in September. We are travelling with a six-month-old baby and a dog, a Belgian Malinois, so it is important that both the destination and accommodation are suitable for a baby and a pet. We would like somewhere beautiful and peaceful, but with opportunities for walks, excursions and good food. What do you suggest?
ChatGPT answers:
1. Istria — Fažana, Rovinj or surrounding areas
Practical with a baby, plenty of dog-friendly facilities and good walking routes. For you, I would choose Fažana.
Accommodation / 7 nights: €700–1,100.
2. Pelješac — Orebić, Trpanj or a smaller town
Peace, sea, walks, wine and a house or apartment with a garden.
Accommodation / 7 nights: €550–900.
3. Poreč / western Istria
More amenities, greenery and dog-friendly beaches, while making sure the accommodation accepts large dogs.
Accommodation / 7 nights: €850–1,300.
4. Italy — Grado or Lignano
Flat promenades, sandy beaches, shallow water and pet-friendly facilities.
Accommodation / 7 nights: €700–1,200.
ChatGPT answers:
1. Luštica / Krašići / Bjelila
Peace, sea and a good location for excursions.
Accommodation / 7 nights: €600–1,400.
2. Herceg Novi / Savina / Njivice
A long promenade, greenery and convenience when using a stroller.
Accommodation / 7 nights: €500–900.
3. Krimovica / Zagora above Jaz
More space, nature and privacy, which is practical when travelling with a large dog.
Accommodation / 7 nights: €550–1,400.
4. Ulcinj / olive groves above the town
Houses with gardens, more space and a quieter atmosphere.
Accommodation / 7 nights: €450–800.
Note: Prices refer to accommodation for the entire family.
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