This study explores user perceptions and the factors influencing the acceptance of ChatGPT as a travel assistant within the tourism industry. While generative AI models, such as ChatGPT, have become increasingly prevalent across various sectors, their specific role in travel planning and user interaction within the tourism context remains underexplored. Through in-depth, semi-structured interviews with 24 Indian travelers, this research uncovers key insights into how users perceive ChatGPT’s capabilities in travel-related queries and services. Thematic analysis revealed that ChatGPT is generally seen as user-friendly, efficient, and useful in facilitating travel decisions, yet concerns around data privacy and trust in AI responses significantly impact users’ willingness to adopt the technology. The study identifies critical factors such as ease of use, trustworthiness, usefulness, and privacy concerns that shape user engagement. These findings contribute to the broader discourse on AI adoption in tourism, highlighting the need for enhancing AI’s trust and addressing user privacy to foster its widespread use as a travel planning tool.