If you’ve spent any time online lately, you’d think AI is either going to save the world or take everyone’s job.
The reality? It’s somewhere in the middle.
As someone who manages social media for businesses, including those in the tourism industry, I use AI almost every day. Not to write everything for me, but to help me work faster, spark new ideas, and free up more time for the parts AI simply can’t do.
And that’s exactly where I think many tourism operators are getting AI wrong.
They see it as an all-or-nothing decision.
Either they avoid it altogether because it feels overwhelming, or they expect it to magically create brilliant social media with the click of a button.
Neither approach works.
AI isn’t changing social media. It’s changing what you have time to do.
Running a tourism business is busy enough.
You’re looking after guests, replying to enquiries, managing bookings, solving problems, dealing with staff, keeping everything running smoothly… and then someone tells you that you should also be posting on Facebook, Instagram, LinkedIn and maybe TikTok.
It’s no wonder social media often ends up at the bottom of the list.
That’s where AI can make a real difference.
Instead of spending an hour staring at a blank screen trying to think of something to post, you can spend five minutes generating a few ideas and another ten minutes turning one of them into something that actually sounds like you.
The result isn’t less authentic. It’s simply less time wasted.
Think of AI as your assistant, not your replacement
One of the biggest misconceptions is that AI should create all your content.
Personally, I don’t think that’s what it’s best at.
I like to think of AI as having a really enthusiastic assistant sitting beside me.
- It can brainstorm ideas
- It can help organise my thoughts
- It can suggest different ways to explain something
- It can even help me get past writer’s block
But I still decide what gets published. I still edit. I still make sure the content sounds like the client.
And I still bring the strategy that comes from years of working in social media.
Tourism businesses should approach AI the same way. It’s there to help you move faster, not to replace your personality.
Five ways tourism businesses can use AI today
You don’t need to become an AI expert overnight. Start with one or two simple tasks.
1. Generate content ideas
We’ve all had those moments where we think,”What on earth should I post today?”
AI is fantastic for brainstorming.
You could ask it for ideas around:
- Winter travel inspiration
- Hidden local gems
- Frequently asked guest questions
- Seasonal activities
- Packing tips
- Things visitors don’t know about your region
You don’t have to use the suggestions exactly as they come. Often they simply spark an idea you hadn’t thought of.
2. Repurpose your existing content
If you’ve written a blog or created a page on your website, don’t let it sit there.
AI can help turn one piece of content into:
- Five Facebook posts
- An Instagram carousel
- A LinkedIn post
- A newsletter introduction
- Several short captions
- FAQs
You’re making your existing content work much harder.
3. Write better first drafts
Sometimes the hardest part is simply getting started.
AI can create a rough draft that you then rewrite in your own voice. Notice I said rewrite. That step matters.
People connect with people, not robots.
Your stories, your experiences and your local knowledge are what make your content interesting.
4. Respond to reviews and enquiries
Most tourism businesses receive similar questions every week.
What time do you open? Is parking available? Can children come? Is it suitable in winter?
AI can help draft friendly responses that you can personalise before sending. The same applies to online reviews.
It speeds up the process without removing the human touch.
5. Analyse what’s working
In my opinion this is one of the most overlooked uses of AI – helping you understand your own social media.
Instead of guessing why one post performed better than another, AI can help identify patterns.
Perhaps your behind-the-scenes videos consistently outperform promotional posts. Maybe your audience loves wildlife content but scrolls past generic scenery shots.
Those insights help you make smarter decisions.
What AI still can’t do
Here’s the important part.
AI doesn’t know what it feels like to stand on the deck of a boat at sunrise in Milford Sound. It hasn’t watched a family see whales for the first time. It hasn’t chatted with visitors who leave saying it was the highlight of their New Zealand holiday.
It doesn’t know the stories behind your business. It can’t capture your passion for your region. It doesn’t build genuine relationships with your audience.
And it certainly can’t replace the trust your customers place in you. Those are the things people actually remember.
The tourism businesses that will benefit most
Interestingly, I don’t think AI will create a huge advantage for the businesses using it. I think it’ll create a disadvantage for those who ignore it.
Read that again.
Not because AI is producing incredible content. But because it’s helping businesses become more consistent. And consistency has always been one of the biggest challenges in social media.
The operators who post regularly, answer questions quickly, repurpose their content and keep showing up are usually the ones who build stronger online communities.
AI simply makes that consistency easier to achieve.
Don’t lose your personality
One thing I’d encourage every tourism business to avoid is sounding exactly like everyone else.
Use AI to help you. But don’t let it replace your voice.
We’ve probably all seen AI-generated posts that start with something like:
“Unlock unforgettable experiences…” , or “Nestled in the heart of…”
They all start sounding the same. Your guests didn’t choose your business because it sounded generic. They chose you because of the people behind it.
My final thoughts
AI isn’t the future of social media. It’s simply another tool.
Just like scheduling software, good photography or video editing apps, it’s there to make your job easier. By the way, if you’re looking for a great social media scheduler, check out Metricool – they have a forever free plan too.
The businesses that get the best results won’t be the ones using the most AI. They’ll be the ones using it wisely. Because at the end of the day, tourism has always been about people.
- The smiles
- The stories
- The memories
- The recommendations
No matter how clever AI becomes, those things will always need a human behind them. And I don’t see that changing any time soon.
If keeping up with social media is one more thing that keeps slipping down your to-do list, I’d love to help. At Spigot Digital, I work with tourism businesses to create consistent, engaging social media that reflects your brand and connects with the people most likely to book with you. If you’d rather spend your time creating unforgettable experiences than wondering what to post next, get in touch for a chat. I’d love to hear about your business.