I've asked AI 207,600 times where to go to sea.

A comprehensive analysis of artificial intelligence's influence on travel recommendations has revealed that Croatia is the most frequently mentioned Mediterranean destination among AI responses, yet it ranks fourth when it comes to actual recommendations. The findings stem from over 207,600 queries directed at AI models such as ChatGPT and Gemini, spanning 15 European markets and considering eight different types of travelers, including families, retirees, divers, and partygoers. Despite being the top-named country in the region, Croatia does not feature prominently in AI-generated travel advice. The research focused on how often AI systems suggest specific destinations based on various scenarios, such as traveling with a dog, visiting in August, or arriving by car. Over 145,080 spontaneous responses were collected, showing that Croatia was mentioned 60,084 times, surpassing Greece (55,291 mentions) and Spain (52,210 mentions). However, when it came to direct recommendations, Spain led with 17.1 percent of suggestions, followed by Greece (16.4 percent) and Albania (11.5 percent), while Croatia accounted for just 10 percent. This discrepancy highlights a gap between awareness and preference within AI systems. Croatia’s visibility varies significantly depending on the traveler’s origin. For instance, when asked where to go after work on a Friday by car from Budapest, AI suggested Croatia in 95.1 percent of cases. In contrast, from Zurich, Croatia did not appear in any of the responses. The AI consistently adheres to a rule of proximity, favoring destinations closer to the user’s location. This pattern is evident in the data, with Croatia being recommended less frequently from cities further away, such as Milan or Munich. The results also indicate that Croatia faces particular challenges during peak travel months. When users specifically mention August, Croatia becomes more visible, with its recommendation rate rising from 7.9 to 12 percent. However, warnings against visiting Croatia in August increase significantly, from 6.3 to 24.7 percent. Negative mentions of Croatia in August reach 65.6 percent overall, with ChatGPT suggesting avoidance in 78.4 percent of cases. This contrasts sharply with September, which sees far fewer mentions of overcrowding, with AI referencing it only 2.7 percent of the time. Different types of travelers receive distinct destination recommendations from AI. Those seeking the best value for money are advised to visit Albania in 82.7 percent of cases, while Croatia appears only 0.14 percent of the time. Travelers looking for all-inclusive packages are directed toward Turkey in 99.5 percent of instances, with Croatia being chosen just 17 times out of 3,596 responses. Family-oriented travelers find Croatia as their fourth choice, while premium guests see it ranked sixth, with only 3.5 percent of recommendations. One notable finding is that Croatia is primarily associated with active leisure by AI systems. A couple traveling with bicycles and diving gear receives a recommendation for Croatia in 3.7 percent of cases if they arrive by plane, but this figure jumps to 71.1 percent if they come by car. This suggests that AI tends to associate Croatia with self-contained accommodations rather than traditional hotels, with only six percent of responses placing a family in a Croatian hotel. The study underscores the importance of micro-location in AI recommendations. While Croatia is well-known globally, the AI systems focus on specific localities rather than the country as a whole. This approach could be leveraged to enhance marketing strategies targeting individual regions within Croatia, potentially improving the country’s standing in AI-driven travel planning.