As some travelers turn to AI for inspiration, Icelandair pushes for authenticity in destination marketing with a bold new campaign
Apr 1, 2025
While many travelers express concern over AI-generated content in the tourism industry, a small but growing segment is beginning to embrace AI for trip planning. According to recent research, 12% of Americans now use AI chat tools to create itineraries or seek travel inspiration. However, the use of AI in destination marketing remains contentious – only 16% of U.S. respondents support it, while 52% are firmly opposed. In light of these sentiments, Icelandair has taken a firm stance for authenticity, launching a multi-platform campaign to call out misleading AI-generated imagery and promote real, unfiltered representations of Iceland.
Key takeaways
- Emerging use of AI in travel planning: 12% of Americans use AI chat tools to build itineraries or find travel inspiration.
- Divided opinions on AI in marketing: Only 16% support the use of AI in tourism marketing, while a majority – 52% – oppose it.
- Icelandair’s pro-authenticity campaign: In response, Icelandair has launched a campaign using open letters across various media platforms, urging AI companies to prioritize real, authentic imagery of Iceland over AI-generated visuals.
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