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How ChatGPT can revolutionise your tourism marketing

Artificial intelligence (AI) has become a game-changer for various industries in today’s digital age. One remarkable AI tool that has gained significant attention is ChatGPT. This powerful online tool developed by OpenAI has the potential to revolutionise the way tourism businesses market and, indeed, interact with customers.

The excitement around artificial intelligence is anything but artificial. If you are like most, you have yet to learn how to use this handy tool successfully. Let alone understand how ChatGPT enhances content creation, personalisation, and customer engagement and can revolutionise your tourism marketing and propel your business to new heights of success.

So let’s explore what ChatGPT is, the benefits it offers to tourism business owners, and how to make the most of this tool by utilising effective prompts to create engaging content.

Understanding ChatGPT:

The name – ChatGPT amalgamates Chat, referring to its chatbot functionality, and GPT, which stands for Generative Pre-trained Transformer (don’t you just love geek speak!)

By using natural language processing (NLP) and machine learning algorithms, this AI-powered chatbot can understand user input, interpret context, and provide intelligent and relevant answers.

ChatGPT is a tool designed to assist businesses in creating engaging content, enhancing customer experiences, streamlining communication, and boosting engagement.

Fasting Growing Platform Ever!

ChatGPT was released on 30 November 2022 and crossed 1 million users in just 5 days of launch, setting the record for the fastest-growing platform in history! To put this into perspective, it took Facebook four years, Snapchat and Myspace three years, Instagram two years, and Google almost a year to cross 100 million users.


There is the free version of ChatGPT, which is all that most will need at this time. However, the paid versions have more enhanced integrations and support. As this is still a new platform, OpenAI – the creators of ChatGPT, are still working on pricing modules.

Hooha + Ethics

There has been a lot of fuss over ChatGPT and whether AI will take away the human element of communication.

Will people, especially copywriters, marketing and content creators, be out of a job?

No! Definitely not.

Great copywriters, marketers and content creators will always be in high demand thanks to their experience and skill set.

It’s just a tool to assist and supplement your business operations. It cannot replace a human, so combining it with human expertise and judgement is essential to ensure the highest level of customer satisfaction.

Can ChatGPT Really Revolutionise My Tourism Marketing?

Yes! ChatGPT offers several valuable capabilities to assist with your tourism marketing efforts. Here’s how…

1. Personalised Customer Interactions with 24/7 Availability:

ChatGPT enables tourism businesses to offer customised interactions via their websites. By engaging in dynamic conversations, the chatbot can provide tailored recommendations, suggest itineraries, answer queries, and even assist in making bookings!

How you can benefit from the ChatGPT chatbox:

a) Improved Customer Engagement: By integrating ChatGPT into your website, you can provide customers with a highly interactive and personalised experience. ChatGPT can engage with users in real-time, answer their queries, provide recommendations, and offer tailored suggestions. This level of engagement can enhance customer satisfaction, increase conversions, and foster long-term relationships.

b) 24/7 Customer Support: Promptness is crucial in tourism, where customers often seek immediate answers and assistance. ChatGPT can function as a round-the-clock customer support representative, catering to customers from different time zones. It can handle various queries related to travel itineraries, accommodation options, local attractions, transportation, and more. The availability of instant support can significantly enhance customer experience and reduce response times. This helps to build trust, increase customer satisfaction, and improve the overall efficiency of your business operations.

And unlike human customer service representatives, ChatGPT operates around the clock.

c) Multilingual Capabilities: Tourism businesses often cater to a diverse international clientele. ChatGPT’s multilingual capabilities enable it to communicate fluently in various languages. This feature can eliminate language barriers, making it easier for businesses to connect with customers worldwide. Tourism businesses can enhance the overall experience and foster inclusivity by offering support in customers’ preferred languages.

d) Upselling and Cross-selling Opportunities: ChatGPT can be programmed to suggest additional services or upsell relevant offerings to customers. For example, suppose a customer is enquiring about a hotel reservation. ChatGPT can intelligently recommend nearby attractions, tour packages, or exclusive amenities. This proactive approach can increase revenue streams and help tourism businesses capitalise on opportunities for additional sales.

e) Scalability and Cost-effectiveness: As a tourism business owner, scaling your customer service operations can be challenging and expensive. With ChatGPT, you can handle a higher volume of customer inquiries simultaneously without compromising on quality. This scalability reduces the need for additional customer support staff, resulting in significant cost savings for your business.

A note on integrating the chatbox into your website:
A few integration options are available to incorporate ChatGPT into your tourism website and enable personalised customer interactions, such as plugins, API or chatbot integration. However, I cannot provide specific technical implementation details here as it depends on your CMS.

It’s also worth noting that while ChatGPT can provide substantial benefits to tourism businesses, it’s crucial to ensure proper implementation, ongoing monitoring, and occasional human intervention to maintain a high level of accuracy, handle complex scenarios, and address any limitations or challenges that may arise.

2. Data Analysis & Market Research:

ChatGPT can gather valuable data during customer interactions, including preferences, feedback, and common pain points. Or by you feeding data into the system, you can obtain practical customer behaviour, campaign performance, market trends, and more information. This data can be analysed to gain insights into customer behaviour, identify trends, improve business operations, tailor marketing strategies, and make informed decisions to optimise offerings.

3. Marketing Content Creation Powerhouse:

ChatGPT is a content marketing powerhouse, making it the ultimate solution when you wish to create content. Its remarkable ability to generate high-quality, human-like text in various styles and formats sets it apart from other tools. Whether you need blog articles, social media posts, email newsletters, or website content, ChatGPT can deliver engaging and tailored content that resonates with your target audience. Its versatility and natural language processing capabilities enable it to craft personalised, conversational, and persuasive marketing content that captivates and engages readers.

With ChatGPT as your go-to marketing content creation tool, you can save time, streamline your content creation process, and unlock the power of compelling and impactful content that drives business growth.

What content can you create with ChatGPT?

a) Social Media Posts: ChatGPT can generate engaging, funny or informative social media posts that highlight the unique features of your tourism business, promote special offers or packages, share travel tips, or showcase stunning visuals. It can help you maintain an active social media presence by providing regular content suggestions and even crafting responses to user comments or inquiries.

b) Blog Articles: ChatGPT can generate well-researched and informative blog posts on various travel-related topics. It can provide destination guides, travel itineraries, tips for local experiences, packing guides, food and culture highlights, and more. The generated content can be customised to suit specific target audiences, demographics, or niches to attract and engage potential travellers.

c) Email Newsletters: ChatGPT can assist in crafting compelling email newsletters for your subscribers’ database. It can generate personalised content based on customer preferences, such as updates on new destinations, exclusive discounts, upcoming events, or curated travel recommendations. By leveraging ChatGPT, businesses can automate parts of their email marketing campaigns, saving time and effort.

d) Website Content: ChatGPT can help create or enhance website content for your tourism businesses. It can generate compelling landing page copy, engaging descriptions for attractions or accommodations, and informative sections like “About Us” or “Things to Do.” ChatGPT can also assist in writing persuasive call-to-action (CTA) statements and optimising content for search engine optimisation (SEO) purposes.

e) Advertising Copy: ChatGPT can provide assistance in generating persuasive and attention-grabbing advertising copy. It can help create text for online ads, banner ads, sponsored posts, or search engine ads. Using ChatGPT, you can experiment with different messaging, test ad variations, and refine your marketing campaigns to maximise reach and conversion rates.

ChatGTP is not limited to these content areas. You can add video or podcast scripts, reports, product descriptions, tour itineraries, eBooks and marketing plans to the list. There is no limit to the areas in which ChatGPT can help you revolutionise your tourism marking.

I cannot state this more strongly – while ChatGPT can generate marketing content, reviewing and refining the output to align it with the brand’s voice, verifying its accuracy, and ensuring compliance with marketing guidelines are essential. Human oversight and editing are crucial to maintaining quality and avoiding potential pitfalls or errors.

Optimising ChatGPT for Tourism Content Creation:

To effectively utilise ChatGPT for content creation in the tourism industry, crafting prompts that elicit engaging and informative responses is essential.

A Simple Tip for Successful Content Creation

A simple trick to ensure ChatGPT produces relevant output that matches your marketing strategy and targets your ideal customer is to ensure it has all the information needed about your tourism business.

Program it to learn about your tourism business by prompting with …

In a minute I am going to ask you to write some copy for my regional tourism business. This will include blogs, Instagram posts, adverts and sales emails. Before we begin, I want you to fully understand my business – (example name) and my customers. Ask me at least 20 questions about my business, customers and target audience and anything else you need to complete the task to the best of your ability.

ChatGPT questions


The ChatGPT formula

Also, this little formula works well…
Write me a (kind of text)
That is (style and tone)
Highlighting/featuring (characteristics)

For example:
‘Write me an Instagram post that is conversational, persuasive, light-hearted and highlights the benefits and importance of using ChatGPT in a tourism marketing strategy’.

Then ask it to further tweak the response:
For example:
‘Write another version of this Instagram post focussing on and targeting wine tourism businesses’.

See how easy that is?

20 Prompts You Can Use in Your Tourism Marketing

To optimise your use of ChatGPT, craft prompts that focus on specific destination queries, travel itineraries, traveller types, booking enquiries, local insights, safety guidelines, travel tips, cultural experiences, reviews, and content ideas.

  • Can you write a compelling 300-word description of (business name) for the ATDW listing?
  • Can you write a persuasive introduction to a marketing plan for (destination name) and its unique attractions?
  • List what exciting activities and experiences we can highlight on our website from our region?
  • Please suggest engaging blog topics related to our niche in the tourism industry.
  • Write an informative Facebook post showcasing our accommodation’s unique features?
  • What are some testimonials or reviews we can feature from satisfied customers?
  • Can you help us create an informative guide for exploring our destination?
  • What local events and festivals should we promote on our website?
  • How can we emphasise the sustainable practices and eco-friendly initiatives of our business?
  • Can you provide insights on the best times to visit our destination and the weather conditions?
  • What key landmarks or points of interest should be included in our destination guide?
  • What are some lesser-known attractions or hidden gems that we can highlight in our region?
  • Please suggest engaging social media content ideas that align with our brand.
  • What are some recommended itineraries for different types of travellers visiting our destination?
  • How can we effectively communicate our commitment to customer safety and well-being?
  • What unique culinary experiences or local food specialties can we feature?
  • Can you provide captivating descriptions for our guided tours or excursion packages?
  • How can we create engaging and visually appealing multimedia content like videos or photo galleries?
  • Please suggest tips and advice for travellers visiting our destination for the first time.
  • What are some success stories that highlight the positive impact of our tourism services?

By asking ChatGPT these prompts, a tourism business operator can generate valuable and tailored content for their website and other marketing channels, ensuring that it effectively showcases their destination, services, and unique offerings to potential customers.

Wrapping it Up

The perception that ChatGPT is solely for writing content arises from its remarkable ability to generate human-like text in various styles and formats. However, ChatGPT can also assist in diverse tasks such as answering queries, providing recommendations, offering customer support, engaging in conversational interactions, and even aiding in problem-solving. With its versatility and natural language processing capabilities, ChatGPT is a powerful tool that goes beyond content creation, revolutionising how businesses interact with customers and harnessing its potential across various applications.

Embracing the power of ChatGPT can revolutionise how tourism businesses engage with their customers. By leveraging this AI-powered chatbot, you can personalise customer interactions, provide 24/7 support, enhance scalability, and offer quick response times. Incorporating ChatGPT into your digital strategy can elevate your tourism business, improve customer experiences, and stay ahead in the competitive travel industry.

Now while I do advocate the use of ChatGPT as it can offer valuable assistance, its important to note it should be used only as a tool to complement human expertise. The generated content and recommendations should be regularly reviewed, refined, and tailored to align with the your brand’s voice, values, and specific marketing objectives.

Tania Shirgwin

Tania Shirgwin

Founder + Head Consultant

Tania is a marketing strategist specialising in tourism, wine and hospitality marketing. As founder of Decant Digital (formerly bizeez communications), Tania’s unique role over the past 14 years has enabled her to follow her passions of travel and her marketing obsessions of strategic marketing planning, consumer-focused web development, search optimisation, and training. With over 80 customised websites built to date, successful event marketing campaigns and new business branding, Tania’s wealth of experience ensures businesses continually increase website traffic, direct bookings, and sales via proven marketing tactics.

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