AI Is Rewriting the Tourism Map — Will Your Destination Be on It?
AI is no longer a future concern. It's the new decision-maker in travel planning. From generating itineraries in seconds to answering voice commands like “Plan my trip to Vietnam,” AI is now shaping what travelers see, book, and experience.
And just like when Online Travel Agents (OTAs) first emerged and quickly dominated the hotel and activity space, this shift has the power to determine winners and losers—fast. Destinations, DMCs, and local operators who fail to adapt risk becoming algorithmically invisible, no matter how meaningful or unique their offerings may be.
AI Will Pick the Winners (and the Losers)
Let’s be clear: AI systems aren’t neutral. They pull from what’s already online—Google reviews, blog posts, social media engagement, and structured business listings. Then, based on popularity, content clarity, and search behavior, they make decisions.
As Gary Vaynerchuk recently noted:
“If you're not learning AI now, you're falling behind. In a world where AI handles tasks, the only leverage you’ll have is brand.”
Consider this: a traveler asks ChatGPT to “plan a unique 3-day itinerary in Morocco.” The output might feature Marrakech’s top-rated riads, Instagrammable souks, and viral camel rides in the Sahara. But unless your local storytelling tour in Fes or your village-based artisan workshop has a visible digital presence, you won’t be recommended—because AI doesn’t know you exist.
It’s not personal. It’s data-driven. AI rewards:
- Clear, structured, and keyword-rich descriptions
- Consistent online activity across platforms
- Positive sentiment in reviews
- Content that matches popular travel queries and aesthetics
That’s how winners are chosen—by the clarity and frequency of their online footprint.
Who’s at Risk?
In an AI-curated world, the divide between visible and invisible will deepen:
Winners in AI Search and Visibility:
- Destinations with strong digital ecosystems (updated maps, tagged attractions, SEO-ready content)
- Businesses with consistent branding and positive, detailed reviews
- Experiences that align with current travel trends (authenticity, sustainability, photogenic appeal)
- Operators who engage in content creation and brand storytelling
Losers:
- Small or emerging destinations with little or outdated digital content
- Oral traditions or cultural practices that aren’t captured in text or visuals online
- Operators without a defined brand or clear offering
- Businesses not present on Google Maps, TripAdvisor, or Instagram
This isn’t hypothetical. It’s already happening. Think of how TikTok or Instagram virality has changed which destinations become popular. AI simply accelerates that process with more authority and less human context.
Action Steps to Gain AI Visibility
Luckily, this is a system that can be shaped—but only through proactive effort. Here’s what destinations and businesses can do now:
Build a Brand That AI Recognizes
Don’t just describe what you do—name it, shape it, and repeat it.
“Local food tour” is forgettable.
“Grandma Lani’s Fire-Cooked Jungle Feast” is memorable—and searchable.
Claim Your Digital Footprint
Ensure every operator, site, and experience is present and consistent across:
- Google Business Profile
- TripAdvisor & OTAs
- Social platforms (Instagram, TikTok, Facebook)
- Destination website listings
DMOs should audit and maintain this digital infrastructure—it’s foundational.
Create AI-Friendly Content
Encourage partners and guides to use keywords naturally in captions, tag locations, and post regularly.
Train them to think: “Would this help someone understand what makes us special?”
Even a smartphone photo with a good caption can train the algorithm to remember you.
Amplify Local Voices
Promote user-generated content. Feature small businesses on official channels. Host content creation days for guides and artisans.
The more data points AI has to work with, the more likely it is to include diverse, authentic recommendations.
DMOs: Lead the Charge
As we saw with OTAs, the first wave of digital dominance hits hard—and stays.
This AI wave is potentially more centralizing, as a few models (like OpenAI, Google, or Meta) begin to define what travelers know about the world.
DMOs must act as digital stewards, ensuring that what’s best about their destinations doesn’t get lost in the algorithm.
Final Thoughts: Don’t Wait for the Algorithm to Find You
We’ve seen this play out before: those who adapt early to digital disruption are the ones who shape the next chapter.
AI is changing how people discover the world. If we want that world to remain rich, diverse, and locally grounded, we have to feed the system stories that matter.
That starts with visibility. With brand. With digital strategy. And with support.
Need help future-proofing your destination?
Destination Economics can help.
From AI readiness assessments to local training workshops and digital audits, we help destinations and DMCs build visibility, equity, and resilience in the AI era.
Contact us to learn more.
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