Disinformation has become an everyday phenomenon, intensified by the advancement of artificial intelligence (AI), which allows for the creation of hyper-realistic images and videos capable of deceiving thousands of users. This phenomenon is particularly impacting tourism, where false promises and fictional destinations are proliferating, although AI is not the only culprit. AI and Disinformation: A Challenge for Tourism There are concrete examples: a travel website promoted the Baths of Caracalla in Rome with an image of tourists bathing among white columns, an attractive scene but generated by AI. This type of synthetic content, along with scams and fake news about non-existent incidents, poses an economic and reputational threat to the sector, according to Hervé Lambert, a tourism and cybersecurity specialist. Lambert emphasizes that tourism is especially vulnerable to disinformation, as travel decisions are often emotional and urgent, and involve sensitive personal data. A study by the International University of La Rioja (UNIR) that analyzed tourism hoaxes in Spain, Mexico, and Colombia concluded that most falsehoods are related to economic aspects. Invented Destinations and Unrealistic Expectations In Peru, two tourists planned a trip to the "Sacred Canyon of Humantay," a fictional place created by AI. A local guide discovered the deception when the couple showed him images and descriptions generated by ChatGPT. In Malaysia, another couple traveled 300 kilometers only to find that the cable car they saw on social media never existed. For Lambert, AI-generated images create "false expectations" that can lead to bad reviews or complaints, distorting the perception of destinations. A recent example was a viral video in Mexico, made with AI, showing waves over 30 meters high in Cancun and Playa del Carmen, which may have influenced many travelers' decisions. Rising Hoaxes and Frauds There is no shortage of deceptions spread by users or media to discourage tourism. In Benidorm, British press warned about supposed gangs drugging tourists, although there were no official reports. In Mallorca, locals put up signs in English warning of closed beaches or jellyfish infestations, while in Catalan they clarified it was a hoax. On the Costa del Sol, a viral message falsely claimed that 1,500 shark attacks had occurred. Fraudulent Promotions on Social Media Social media has facilitated the work of scammers, who can now reach more victims. Lambert warns that tourism disinformation is not just hoaxes, but often a precursor to fraud, as in the case of the fake agency "7 flights," promoted by influencers and shut down after multiple reports from scammed users. How to Combat Tourism Disinformation Lambert points out that the solution lies with both users and companies. Travelers should adopt verification habits, such as consulting official sources and checking the identity of companies. Meanwhile, the tourism sector should focus on transparency and prevention, through official channels and monitoring their brand to detect impersonations and false advertisements. Source: noticiasdenavarra.com