The travel industry is experiencing a significant transformation as artificial intelligence rapidly changes how travelers plan, book, and experience destinations. For tour guides, this technological revolution presents both challenges and opportunities. Is AI a friend or an enemy?
There are well-known chatboxes like ChatGPT, but some platforms are designed just for tourism. You need a few clicks to have on your table a 7-Day Journey to discover the hidden gem in Tuscany: Lucca.
It reminds me of the early pandemic days, when the fear and the impossibility of traveling led many to believe that virtual tours and videos could truly replace the authentic experience of physical travel and human connection.
So I had to test it! Why not compare what AI thinks you should see versus what a real, pasta-eating, gesticulating Italian guide(a.k.a Paola Moschini) can offer you? Let’s dive in!
5 THINGS A FIRST-TIME VISITOR HAS TO SEE IN LUCCA, ACCORDING TO AI, TO PAOLA AND, WELL, PRETTY MUCH EVERYONE…
1. The Walls of Lucca
AI says: A perfectly preserved Renaissance wall surrounding the city, now used as a park.
What I say: Yes, the walls are magnificent and impressive! Everybody will tell you to walk, to bike for a lap but what does it mean? I can tell you the history behind them without putting you to sleep. My tours are more “story time” than “history lecture,” I promise! You will understand why they have become a relevant part of our lives, no matter how old we are.
2. Piazza dell’Anfiteatro
AI says: A picturesque oval square built on the ruins of a Roman amphitheater. A must-see!
What I say: True! AI will likely tell you it’s a great place for coffee and people watching… I agree, if you like to watch tourists, you are in the right spot! Trust me, it is way more interesting to know where the original stands and gate are than to read online the legend of a gladiator who fell in love with a local baker or that you can find here the statue representing Lucca’s Liberty or that you can take a photo like this one!
3. Torre Guinigi
AI says: Climb the iconic tower topped with oak trees for panoramic views of the city.
What I say: Yes, it’s cool but first of all, they are not the oaks you usually see in your countries, especially if you are from North America. Then I am a runner, so I have enough breath to climb 232 steps and talk with you. You will learn something about the Guingi family realizing that leaders of the past and present days have the same obsession. But even more, it does not look like this!
4. Lucca’s Cathedral (Duomo di San Martino)
AI says: Explore this magnificent Romanesque cathedral with its detailed facade and Volto Santo crucifix.
What I say: The cathedral is a masterpiece and once you see all those intricate decorations on the facade, I am 100% sure that you would want to know the meaning, when, how, and who built this stunning church. It will make a big difference to have me there to explain and to make you notice those revelatory details!
5. Via Fillungo, Palazzo Pfanner, Puccini’s Birth House…
What I say: AI seems confused on the 5th point. All is lovely and worth seeing, but it is an automated cold list. As your tour guide, I could decide to follow this script or to go off-script because during our conversation a subject, a curiosity or an interest might come up and in this way, we will create a memory of your time in Lucca!
The Verdict: AI is great, but…
So if you are planning your visit, AI can do some homework. However, even facts and figures can make more sense if told by a tour guide with passion, humor, and a funny accent!
And yes, I know the best gelato place too—AI can’t taste-test, but I can…multiple times! Come and explore Lucca with me!