AI tools aim to spread tourists beyond crowded hotspots, says Klook co-founder
Ethan Lin, co-founder of Klook, argued that overtourism stems from visitor concentration and that AI can guide travelers to lesser-known sites.
Speaking at the Fortune Leaders Forum in Macau, Klook co-founder Ethan Lin described overtourism as a concentration issue, with too many visitors flocking to a limited set of attractions. He highlighted a Klook Travel Pulse survey in which 57% of Gen Z and millennial respondents reported using AI to find new destinations. Mastercard chief APAC economist David Mann noted that AI-subscription data supports this trend, showing higher propensity for off-the-beaten-path travel.
Hospitality operators are also leveraging influencers, such as Travis Rice’s promotion of Myoko Suginohara Ski Resort, to attract attention to hidden gems. Meanwhile, Trip.com CEO Jane Sun pointed to experience-driven demand for concerts and sports, and Macau resorts are adding non-gaming attractions to broaden appeal. The shift includes “workcations,” where flexible workers combine remote work with travel.
Why it matters
AI could help ease crowding in popular tourist spots by directing visitors to alternative attractions.
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