A recent survey indicates that only 5% of American travelers can accurately distinguish real destination photographs from AI-generated images, despite 74% stating that visual content is crucial for booking trips. The study, which polled 2,000 American adults who have recently traveled or are planning trips, found that when presented with three pairs of authentic and AI-created destination photos, only a quarter could identify the genuine image in any given test. Just 5% successfully identified all three real images.
This finding emerges as photos and videos are a highly influential factor in destination choice, cited by 47% of respondents, second only to price at 62%. This reliance on imagery is even more pronounced among frequent travelers, with 48% of those taking six or more trips annually deeming photos and videos extremely influential, compared to 17% of those traveling once a year or less.
The survey, commissioned by the Tennessee Department of Tourism Development (TDTD) and conducted by Talker Research, revealed that over half of respondents (52%) expressed high confidence in their ability to detect AI-generated visuals, a sentiment contradicted by the test results. For instance, when shown images of a lake, only 22% correctly identified the real photo, while 23% mistakenly chose the AI-generated one. A pair of Grand Canyon images saw the highest accuracy, with 38% identifying the authentic photo.
Nearly 40% of those who answered at least one test incorrectly expressed surprise, having been certain of their choices. Commissioner Mark Ezell of TDTD emphasized the importance of trust in travel planning, stating, "Making travel plans is an investment in your time, with your money, and with your trust." He added, "As a tourism entity, it’s important to us that visitors can trust that what they see from us online is as real and authentic as when they arrive to see it for themselves."
Regarding exposure to AI-generated images, 30% of respondents are aware they exist but are unsure if they have encountered them, while 21% report regularly seeing them. Thirty-three percent believe they have encountered AI imagery, particularly when researching travel online. Furthermore, 70% of respondents reported arriving at a destination that significantly differed from the photos they saw during planning. Of these travelers, over 80% suspected or believed the imagery might have been AI-generated.
These misleading experiences are altering planning behaviors. Among those who felt misled, 38% now consult personal networks instead of relying solely on images. Additionally, 37% prioritize recent photos over polished marketing materials, 35% seek out user-generated content, and 34% place greater trust in official visitor bureau or destination sources.
Concerns about AI imagery influencing travel decisions without awareness are prevalent, with nearly a third of respondents expressing this worry. A significant 44% of those who failed the image identification tests reported increased skepticism towards travel photos, with a third now questioning images they previously trusted.
To address these trust issues, 70% of respondents indicated they would be more likely to trust imagery from a destination that explicitly confirms its authenticity. Over half (52%) stated that a formal AI-free certification could influence their decision to visit a location. In response, Tennessee Tourism is launching an "industry-first photo certification program" committed to using only real photography, with the hope that other destinations will adopt a similar standard.
The survey was conducted online by Talker Research between June 2 and June 3, 2026, involving 2,000 U.S. adults who have recently traveled or are planning a trip and have internet access.