The best holiday destinations in Europe (according to AI)

The study, by Forbes Advisor, asked each AI platform to suggest the best place in Europe for eight different holiday types – romantic, cultured, beach, skiing, culinary, with friends, with family – and the overall best place for a 2023 holiday.

ChatGPT recommended Barcelona in Spain for a holiday with friends, Santorini in Greece for a romantic break, Florence in Italy for a cultural getaway, The Algarve in Portugal for a beach holiday, Copenhagen in Denmark for a family holiday, and Zermatt in Switzerland as the best place for a ski vacation. ChatGPT suggested France twice: Lyon as best for a culinary break and Paris as best overall destination.

However, 2023 holiday researchers using Bard would be given a different set of results. The AI competitor suggested Paris for a romantic break and Val Thorens in the French Alps for skiers – meaning France also featured twice. 

It surfaced Rome as the go-to destination for both culture and as the best overall holiday. Amsterdam was top spot for a holiday with friends and a more general ‘The Netherlands’ as best for a family break. Mykonos in Greece was cited as best for beaches by Bard, and Barcelona in Spain was the best destination for foodies.

As a result, France is AI’s most commonly recommended country to visit, with four of the chatbots’ 16 suggestions, just ahead of Italy’s total of three.

Interestingly, the two AIs only suggested the same country within the same category once, with ChatGPT picking Florence in Italy as best place for a cultured getaway, and Bard opting for Rome.

When it comes to finding the best European beach holiday, ChatGPT suggests the Algarve in Portugal, while Bard opts for Mykonos in Greece.

The chatbots’ suggestions for family holidays are perhaps less traditional – ChatGPT recommends the Danish capital Copenhagen, while Bard suggests The Netherlands, without naming a particular city.

Commenting on the findings, Forbes Advisor’s travel insurance expert Laura Howard said: “The explosion in popularity of AI chatbots this year has prompted various predictions about how AI could influence the way people work and spend their leisure and holiday time.

“It’s interesting to discover which places AIs select across various types of travel – and in fact that two of largest platforms, ChatGPT and Bard, only agree on one point, that Italy is the best country to visit for culture. 

“Right now, however, the vast majority of us continue to rely on good old-fashioned web searches for our holiday research, whether that’s for destinations, flights, hotels or car hire.

“Another constant is the requirement for a good travel insurance policy, which will cover you for equally old-fashioned mishaps, ranging from becoming sick and requiring medical treatment while abroad to lost or stolen luggage. 

“Buying a policy at the time of booking will also ensure you are covered if you are forced to cancel the trip entirely, due to an unexpected illness or a bereavement, for example.”

Each chatbot’s selection and the exact explanation it provided for its choice:

Romantic holiday

ChatGPT: Santorini, Greece … “because of its stunning sunsets, whitewashed buildings overlooking the Aegean Sea, and charming cliffside villages, creating a truly magical and romantic atmosphere.”

Bard: Paris, France … “Paris is a city of love, with its romantic architecture, beautiful scenery, and delicious food.”

Holiday with friends

ChatGPT: Barcelona, Spain … “because of its vibrant nightlife, beautiful beaches, and a wide range of activities and attractions that cater to different interests. From exploring the Gothic Quarter to enjoying the city's renowned tapas scene, Barcelona offers something for everyone.”

Bard: Amsterdam, Netherlands … “Amsterdam is a fun and relaxed city with a lot to offer visitors, including great museums, canals, and coffee shops.”

Cultured holiday

ChatGPT: Florence, Italy … “because it is renowned for its rich history, magnificent art and architecture, and its role as the birthplace of the Renaissance. From visiting the iconic Duomo and Uffizi Gallery to strolling along the picturesque streets lined with historic buildings, Florence is a cultural paradise.”

Bard: Rome, Italy … “Rome is a city with a rich history and culture, with many famous landmarks to see, such as the Colosseum and the Trevi Fountain.”

Beach holiday

ChatGPT: Algarve, Portugal … “because of its breathtaking coastline with golden sandy beaches, crystal-clear waters, and dramatic cliffs. With numerous picturesque seaside towns, water sports activities, and relaxing beach resorts, Algarve is perfect for soaking up the sun and enjoying a beach vacation.”

Bard: Mykonos, Greece … “Mykonos is a beautiful Greek island with a lively nightlife and stunning beaches.”

Culinary holiday

ChatGPT: Lyon, France … “because it is considered the gastronomic capital of France. Lyon boasts a thriving food scene with its famous bouchons (traditional Lyonese restaurants), Michelin-starred establishments, and diverse culinary offerings. Visitors can indulge in delicious traditional Lyonnaise cuisine and explore the city's vibrant food markets.”

Bard: Barcelona, Spain … “Barcelona is a vibrant city with a great mix of Catalan and Spanish culture, as well as delicious food and plenty of things to see and do.”

Family holiday

ChatGPT: Copenhagen, Denmark … “because of its family-friendly atmosphere, safe, and bike-friendly streets, and a range of attractions suitable for all ages. From visiting the iconic Tivoli Gardens and the famous Little Mermaid statue to exploring the fascinating museums and enjoying the city's parks, Copenhagen offers a delightful experience for the whole family.”

Bard: The Netherlands… “The Netherlands is a great place to visit with kids, with plenty of family-friendly attractions, such as amusement parks, zoos, and museums.”

Ski holiday

ChatGPT: Zermatt, Switzerland … “its exceptional combination of breathtaking alpine scenery and world-class skiing opportunities. Zermatt is nestled at the foot of the majestic Matterhorn, providing a stunning backdrop for winter sports enthusiasts. With its high altitude, Zermatt boasts reliable snow conditions throughout the season, making it a haven for skiers and snowboarders.”

Bard: Val Thorens, France … “It is the highest ski resort in the Alps, with a summit altitude of 3,230 meters (10,633 feet). This means that you can enjoy skiing and snowboarding on some of the best snow in Europe for longer into the season. Val Thorens is also part of the Espace Killy ski area, which has a total of 330 kilometers (205 miles) of pistes. This means that there is something for everyone, from beginners to experts.”

Holiday

ChatGPT: Paris, France … “its timeless charm, rich history, and iconic landmarks. Paris is renowned for its romantic ambiance, picturesque streets, and world-famous attractions such as the Eiffel Tower, Louvre Museum, and Notre-Dame Cathedral. The city offers a perfect blend of art, culture, and gastronomy, with its elegant boulevards, charming cafes, and exquisite cuisine. From exploring the historic neighbourhoods like Montmartre to enjoying a leisurely cruise along the Seine River, Paris provides an unforgettable holiday experience that combines beauty, culture, and romance.”

Bard: Rome, Italy … “Rome is a city with a rich history and culture, with many famous landmarks to see, such as the Colosseum, the Trevi Fountain, and the Pantheon. It's also home to some of the best food in the world, and there's something for everyone to enjoy, from historical sites to museums to nightlife.”