AI tourism posts misrepresent Kimberley, operators warn
Tourism operators in Western Australia’s Kimberley say a surge of AI-generated videos on social media is giving audiences a distorted view of their home and culture, sparking calls for clearer labelling and stronger platform oversight.
AI-generated clips circulating on social media accounts claim to showcase locations across Western Australia’s north. Tourism operators have argued these depictions are misleading, featuring imagined resorts and biologically improbable wildlife scenes that do not reflect the region’s landscapes or realities.
One account, Australia Hidden Gems, posted a video promoting a Kimberley “cliffside retreat” that does not exist. The clip has attracted more than 600,000 views. Another video portrays “sunbathing freshwater crocodiles” basking on the Kimberley’s Devonian limestone reef, despite the reef rising at least 50 metres above the water.
Operators say such fabrications risk shaping visitor expectations with imagery that cannot be found on Country.
Key Points
- AI videos claim to depict Western Australia’s north and the Kimberley
- Operators say fictional scenes risk misleading visitors and culture
- A ‘cliffside retreat’ video drew more than 600,000 views online
- One clip shows freshwater crocodiles sunbathing atop high limestone reef
- Yawuru, Karrajarri, Nyul Nyul and Bardi operator flags inaccuracies
False portrayals of WA’s north
“I cringe when I see AI-generated things selling Broome as something that it’s not … it’s fake, untrue, and it’s lacking integrity,” Yawuru man Bart Pigrajm told the ABC.
Kimberley tour operator Johani Mamid said the posts misrepresented the region, noting the visuals appeared to mimic an “American-style” landscape and included crocodiles that looked like they were floating.
A Yawuru, Karrajarri, Nyul Nyul and Bardi man, he has experimented with AI tools for his business but said artificial portrayals of land or culture should never be presented as authentic. He warned that people unfamiliar with the Kimberley might come to believe the AI imagery reflects actual scenic locations.
Tourism stakeholders point to a pattern of attention-grabbing claims used to drive engagement. The most-circulated clips to date include:
- A nonexistent Kimberley “cliffside retreat” promoted as a real destination
- Freshwater crocodiles shown “sunbathing” atop a limestone reef high above the waterline
- Scenery that operators say resembles stylised, overseas landscapes rather than Kimberley Country
Western Australia’s Department of Biodiversity, Conservation and Attractions advised visitors to seek accurate and up-to-date details from official sources, including the Explore Parks WA website and Facebook page. The department said reliable information and careful planning help visitors experience the region safely and responsibly.
Cultural impact
Former tourism worker and Broome local Bart Pigram said the content was not an authentic portrayal of Indigenous history. He described AI as a growing challenge to efforts to preserve the authenticity of culture and language.
Mr Pigram said Country is sensitive to Indigenous people and argued that AI-generated posts risk stripping places of their essence through generic or fabricated renderings.
