The incident involving artificial intelligence occurred on the website of a travel company, leading to confusion among travelers. It turned out that the recommended "peaceful" hot springs in northern Tasmania do not actually exist.
Screenshots of a removed blog on the Tasmania Tours website, provided to CNN, contained recommendations for visiting the “Weldborough hot springs,” claiming that this location offers “peaceful relaxation” in the forests of northeastern Tasmania. According to the description, it was a “quiet paradise” advertised as popular among tourists.
Weldborough is a small town located about 110 kilometers (68 miles) from Launceston.
Scott Hennessy, the owner of Australian Tours and Cruises, who also manages Tasmania Tours, admitted in an interview with ABC earlier this month that “our artificial intelligence let us down.” He explained that they had outsourced the creation of marketing materials to a third party, and although he usually checks all publications, this blog was posted in his absence while he was abroad.
“We are trying to compete with the big players,” Hennessy noted in the interview. “This forces us to constantly update and improve our content.”
According to him, “we are not fraudsters. We are a family trying to do everything right... We work honestly, we have real employees.”
Representatives of Australian Tours and Cruises told CNN on Tuesday that “the negativity online and the damage to our business's reputation are unacceptable.” They added: “We just want to move on and leave this in the past.”
Tourists are "flocking" to Weldborough.
Kristy Probert, the owner of Weldborough Hotel, shared with CNN that she was surprised when people started asking her about the hot springs in September.
“At first, there were a few calls,” she said, “but soon tourists began coming in groups. I was getting about five calls a day, and at least two or three people were coming to the hotel looking for the springs. We are in a very remote location, so it was unexpected.”
Probert jokingly added, “If you find those hot springs, the beer is on me.”
She noted that the Weld River is usually cold and only attracts gold seekers looking for sapphires and tin. “They are even in wetsuits,” she added. “There’s a sauna in the nearby town. I think after a visit to that place, you can take a dip in the icy river.”
Beware of AI "hallucinations."
Anne Hardy, an adjunct professor of tourism at Southern Cross University, noted that the use of artificial intelligence is becoming increasingly common in the tourism industry. According to her, about 37% of travelers use AI for recommendations or itinerary planning.
“Tourists trust AI more than review sites,” she added, emphasizing that tour operators use AI not only for blogs but also for planning routes and calculating prices.
“Artificial intelligence can be helpful,” Hardy said. “It saves time and money.”
However, she warned about possible inaccuracies or “hallucinations,” as in the case of the “hot springs” in Weldborough.
According to her, research shows that “90% of routes created by AI may contain errors.” This can have serious consequences, especially on remote hiking trails in Tasmania, where there is no infrastructure or cell service.
“I have seen AI suggest routes for day hikes that turned out to be very inaccurate, from length and difficulty level to weather conditions,” she told CNN.
Hardy recommended that travelers not rely solely on AI but conduct their own research.
“Use trusted guides, contact travel agencies, and read reviews,” she advised. “It’s also worth checking with local concierges and hosts to verify the accuracy of AI-generated routes if you decide to use them.”
Probert expressed regret over the situation with Tasmania Tours, with whose owners she said she had communicated by phone.
“In small business, it’s not easy to keep information up to date,” she said. “They seem like good people, and we all make mistakes. I think it was quite a funny situation.”
“There’s a lot to see in Weldborough,” she assured tourists. “Just no hot springs.”
