Germany is taking a bold step toward the future of tourism by launching its first-ever AI travel influencer, hoping to set a new standard in destination marketing. However, there are questions surrounding whether this virtual guide can effectively connect with audiences and earn the trust of travelers—tasks that even human influencers find challenging.
On Thursday, the German National Tourist Board unveiled “Emma,” an AI-powered interactive brand ambassador designed to inspire tourists considering a visit to the country. Emma, portrayed as a 30-something blonde resident of Berlin with a passion for travel, aims to provide travelers with engaging content and guidance.
According to the German National Tourist Board, Emma’s appearance was crafted to project both authenticity and modernity. “Her look is a mix of modern, international style with subtle references to German culture and architecture, such as nods to contemporary fashion and iconic German design,” a spokesperson told Skift.
Emma’s role extends beyond just visuals—she actively shares travel videos, pictures, and tips on her Instagram account, @EmmaTravelsGermany. The AI influencer has also begun interacting with users, responding to comments on social media, and engaging in real-time conversations with travelers through the tourism board’s website.
Germany’s innovative use of AI in tourism promotion could pave the way for future advancements in digital marketing, but whether Emma can truly engage with tourists remains to be seen.
Related Topics:
How to Get to Lake Bled from London
