Overtourism is 'a concentration problem,' Klook's Ethan Lin says

The forum remarks come as Asian destinations struggle with visitor numbers. Kyoto and Bali are named as hotspots, and some governments have tried taxes or shorter visa stays to limit arrivals. Lin's argument reframes that debate: the issue is not how many tourists come, but how tightly they cluster in a few places.

The evidence he and others cite points to discovery as the lever. Klook's Travel Pulse survey found 57% of Gen Z and millennial travelers across Asia had used AI to find new destinations or experiences. On a separate panel, Mastercard's David Mann said company data shows AI-subscription payers are more likely to visit off-the-beaten-path places—suggesting a link between paid AI tools and broader travel choices, though the body does not establish causation.

Beyond AI, the forum highlighted other ways operators try to stand out. Myoko Suginohara Ski Resort worked with American snowboarder Travis Rice to film top boarders, and Macau's integrated resorts are staging their own events to reduce reliance on gaming, dining, and shopping. Trip.com's Jane Sun said demand is driven by "premium, purposeful, and pro-leisure" travel, citing a $200,000-per-person tour that sold out in 17 seconds and instant sellouts for concerts and sports events. Whether AI actually shifts where tourists go, rather than just helping them plan, may depend on how widely these tools reach beyond paying subscribers.