Survey finds 5% of U.S. travelers correctly identify real destination photos

A survey of 2,000 American adults who have recently traveled or are planning a trip found that only 5% correctly identified all three real destination photographs when shown three pairs of real and AI-generated images. Just one in four respondents correctly identified the authentic image in any single test.

When shown two photos of a lake, 22% selected the real image while 23% selected the AI image.

Survey context and methodology The survey was commissioned by the Tennessee Department of Tourism Development and conducted online by Talker Research between June 2 and June 3, 2026. Photos and videos ranked as the second-most influential factor in destination choice after price, cited by 47% of respondents.

Respondents who travel six or more times per year were more likely to rate photos and videos as extremely influential, at 48%, compared with 17% of those who travel once a year or less.

Traveler reactions and behavior changes Seventy percent of respondents said they have arrived at a destination that looked noticeably different from the photos used in planning. Among those travelers, more than 80% believed or suspected the imagery may have been AI-generated.

Of respondents who answered at least one test incorrectly, 39% said they were surprised by the result. Forty-four percent of those respondents reported feeling more skeptical of travel photos going forward. A commissioner with the Tennessee Department of Tourism Development said the department is launching a photo certification program that pledges to use only real photography.

Seventy percent of respondents said they would be more likely to trust imagery from a destination that confirms the photos are real.