The owner of the Weldborough Hotel, Kristy Probert, said the pub had been flooded with people searching for the imaginary springs, fielding queries from dozens of confused visitors.
“I actually had a group of 24 drivers turn up there two days ago that were on a trip from the mainland, and they’d actually taken a detour to come to the hot springs.”
The “freezing cold” Weld river was unlikely to live up to their expectations, she said.
Scott Hennessey, the owner of Australian Tours and Cruises and operator of Tasmania Tours, told CNN “the online hate and damage to our business reputation has been absolutely soul destroying”.
“We are not a scam, we are a married couple trying to do the right thing by people. We are legit, we are real people, we employ sales staff”, he said.
He explained that the company had hired a third party to look after the website while he and his wife went on holiday themselves: a decision they have come to regret.
“We’re trying to compete with the big boys, and part of that is you’ve got to keep your content refreshed and new all of the time.”
While sometimes the AI was “perfect”, Hennessey had also “seen it create animals I’ve never seen before – three-legged wombat, crocodile-looking things”.
The incident reflects broader changes in the travel industry informed by advancing technology.
“Tourists trust AI more than review sites,” Anne Hardy, a professor at Southern Cross University, told CNN – despite 90% of ChatGPT-generated itineraries having errors in them.
“I have witnessed many cases where AI has made suggestions for day walks, which are very inaccurate, ranging from the length of the walk, its difficulty level, or weather conditions.”