Germany‘s tourism board has taken a bold step into the future – but it seems not everyone is on board.
It has launched a digital campaign that introduces Emma, an AI-generated ‘travel influencer’ designed to promote the country’s top destinations on social media.
With a polished profile and nearly 1,000 followers, she is part of the German National Tourist Board’s strategy to engage with a tech-savvy audience. So far, she’s only appeared in one post – but already there’s a backlash.
Emma’s Instagram debut, under the handle @emmatravelsgermany, shows a perfectly curated AI – designed as an attractive, blonde-haired character with a chic bob – ‘exploring’ Germany’s landmarks, such as the Brandenburg Gate, and its vineyards and dramatic mountains. Yet, rather than inspiring wanderlust, it has enraged followers who see the AI influencer as a threat to real creators.
Critics flooded the comment section, blasting the tourist board for sidelining human influencers. One user, frustrated by the artificial approach, asked, ‘What about working with real-life human creators that promote Germany on a daily basis?’ Others questioned the authenticity of the campaign, with another commenter declaring, ‘This is bad. We have so many awesome real content creators.’
The German National Tourist Board launched a digital campaign that introduces Emma, a perfectly curated AI designed to promote the country’s top destinations on social media – but there was a backlash after just one post
Another wrote: ‘Travel “influencing” is about the nitty gritty, the little details, the funny stories, the relatable, the behind-the-scenes – not a glossy AI-generated robot that provides no more than a glossy brochure.’
Travel influencer ‘dangerousbiz’ declared: ‘Nobody wants to watch a fake AI person in a fake AI version of Germany for travel tips or inspiration.’ In reply, ‘blondwayfarer’ said: ‘Agreed. This is so fake and weird.’
In response, the German tourist board defended its digital brainchild, insisting Emma is not here to replace real influencers but to ‘complement’ their efforts. It boasted about its existing influencer network, which pulled in 148million impressions last year, and assured fans that real, human influencers remain at the heart of its strategy.
Emma is an attractive, blonde-haired character with a chic bob. She has nearly 1,000 followers
One travel influencer complained that Emma ‘cannot form real opinions’
The German National Tourist Board defended its digital brainchild, insisting Emma is not here to replace real influencers but to ‘complement’ their efforts
Despite its defence, users like @wanderwithred were unimpressed, arguing, ‘It would definitely be better to promote real-life people in the travel industry rather than somebody who doesn’t exist and cannot form real opinions!’ The comment racked up over 500 likes, highlighting the growing resistance to AI in the influencer space.
It seems the German National Tourist Board’s attempt to stay ahead of the curve may have backfired.
While it hoped Emma would inspire tourists, for now, she has only inspired controversy.