Angela Blair, GM international with Tourism New Zealand, says TNZ’s research indicates that 62% of people are using AI when deciding on destinations to visit and what to do there – with the figure rising to 80% or more in markets like China and India.
‘However what we’re finding is that people are also using travel agents more. They are using more channels, it’s not the case of one taking over from another.’
Blair was on a panel discussing travel distribution trends and challenges at the Tourism Export Council 2026 conference at Te Pae, joined by Anna Black, General Travel, Lisa Li, China Travel Service, and Narissa Phipps, First Light Travel.
It was agreed by all panelists that travel agents, inbound and outbound, with a customer first approach will retain their place in the market.
‘Travellers are searching social and video sites, OTAs, travel review sites and seeking recommendations. Travel agents and operators are still highly rated as well. People are using all these channels and they are all growing.’
She says most people using AI when considering travel are trusting the information they find there and not necessarily fact checking.
‘Our job is to make sure that what is showing up is authentic and that it actually should be trusted.’
Phipps recounted the story of an American client doing considerable research on AI and being recommended by the technology to contact First Light Travel. It also recommended one of the company’s newest staff members.
‘It shows the importance of getting people to do reviews on trip advisor and other platforms.’
She says that was what convinced the American client to only deal with ‘Kylie.’
‘We are competing with people who might be tempted to do it themselves, but the client was grateful to AI for recommending Kylie and for the advice and assistance she could give. This is why agents are still here and why humans will survive.’
