After metavers last year, artificial intelligence is now the focus of attention. This sudden worldwide popularity is due in no small part to the resounding success of ChatGPT. The artificial intelligence developed by OpenAI racked up over a million users in the space of just one week, underlining the impact of such an invention. It's a new technology that could once again revolutionise the tourism sector, following in the footsteps of OTAs, the cloud and, more recently, virtual reality. How are the players in the industry responding to this new phenomenon? What impact will it have on the way holidays are produced and sold? How do tourists perceive this digital advance?