Creating content to promote your destination isn’t rocket science, but it’s increasingly more time consuming to create engaging content for all available platforms. Whether you’re already a firm fan or more than a little sceptical of this new technology, it’s hard to ignore the emergence of ChatGPT. In fact, this advanced chatbot can serve as a tool to highlight all that your destination has to offer. With this in mind, we asked ChatGPT directly how it can help DMOs to promote their tourism offering and here’s what it said:

As a language model, ChatGPT can support Destination Management Organisations (DMOs) in promoting their tourism offer in several ways:

  1. Content Creation: ChatGPT can create high-quality content such as blog posts, social media posts, and website copy that can be used by DMOs to promote their tourism offerings. This content can be optimised for search engines and tailored to specific target audiences to increase its effectiveness.

  2. Chatbot Integration: DMOs can integrate ChatGPT into their websites and social media channels to provide users with 24/7 access to information about the destination. ChatGPT can answer frequently asked questions, provide recommendations, and offer personalised itineraries based on user preferences.

  3. Language Translation: ChatGPT can be used to translate promotional materials and website content into multiple languages, making it easier for DMOs to reach a global audience.

  4. Trend Analysis: ChatGPT can analyse social media trends, online reviews, and search data to provide insights into traveller preferences and behaviours. This information can be used by DMOs to make informed decisions about their tourism offerings and marketing strategies.

  5. Personalisation: ChatGPT can use machine learning algorithms to analyse user data and provide personalised recommendations and itineraries based on their preferences and interests.

Taking that final point as a real-world example, we asked the chatbot to create a short blog on sustainable tourism ideas for springtime travel in Europe. By way of reply, ChatGPT said:

Spring is a beautiful time to travel in Europe, with milder temperatures and longer days allowing you to enjoy the outdoors without the crowds of summer. As more and more people become concerned about the impact of their travel on the environment, sustainable travel is becoming increasingly popular. Luckily, there are plenty of sustainable travel activities to enjoy in Europe in spring. Here are some of our top picks:

  1. Cycling Tours: One of the best ways to explore Europe's beautiful countryside in a sustainable way is by bike. There are numerous cycling tours available throughout Europe, which range from leisurely rides through vineyards to more challenging rides through mountains. Cycling allows you to get up close and personal with the scenery and to travel at your own pace. You can even opt for an electric bike if you're not a confident cyclist.

  2. Walking Tours: Walking tours are another fantastic way to explore Europe's cities and countryside sustainably. Many cities offer free walking tours, which are led by knowledgeable locals who can show you the hidden gems that you might miss otherwise. Alternatively, you could join a guided hiking tour through some of Europe's beautiful national parks.

  3. Wildlife Watching: Spring is a great time to see wildlife in Europe, as animals emerge from hibernation and begin to breed. You can take a boat trip to see whales and dolphins off the coast of Portugal, or join a birdwatching tour in the wetlands of Spain. Wildlife watching tours are often led by experts who can help you to spot rare species and to learn about their behaviour and habitat.

  4. Farm Stays: For a more immersive sustainable travel experience, why not stay on a farm? Many farms throughout Europe offer accommodation to travellers, allowing you to experience rural life firsthand. You can help with the farm work, learn about sustainable farming practices, and enjoy fresh, locally-grown produce.

  5. Cultural Experiences: Finally, don't forget about the cultural experiences that Europe has to offer. Sustainable travel is not just about enjoying nature; it's also about respecting local cultures and traditions. You could take a cooking class to learn how to prepare traditional dishes, or visit a local market to buy handmade crafts. By supporting local businesses and engaging with local communities, you can help to ensure that your travel has a positive impact on the environment and the people who live there.

In conclusion, sustainable travel in Europe in spring offers a wealth of opportunities for those who want to explore the continent in an environmentally-friendly way. Whether you choose to cycle through the countryside, stay on a farm, or experience local culture, there are plenty of sustainable travel activities to suit all tastes and budgets. By travelling sustainably, you can help to protect Europe's beautiful landscapes and wildlife for generations to come.


In addition to concerns on the limitations and even the veracity of the information provided by ChatGPT, there is also a clear lack of refinement and an obvious dearth of emotional intelligence in terms of the replies generated by the chatbot. But from this specific example, it’s clear to see how ChatGPT can be used by individual DMOs to instantly capture the attention of would-be visitors. As a novel and exciting medium, this software is useful in terms of content ideation, allowing DMOs to build and expand upon a theme, a trend, or an idea to promote their destination and engage with their visitors in an equally new and different way. 

And yet — when it comes to truly fostering inspiration — nothing will ever come close to the power, range, and subtlety of the human mind. Unlimited in possibility, unfettered by limitations, rich in emotional experience, it is the one machine that can create written content that captures and engages time and again.