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.

AI Search Has Changed—Your Content Must Too

The era of AI-powered search isn’t coming—it’s already here. Today’s most influential search engines and AI platforms don’t just crawl content for keywords. They parse structured data—machine-readable formats that help algorithms understand what a business, experience, or destination truly offers.

Without structured data, your blog post, article, or listing may remain invisible to AI—even if it’s well-written.

Structured data (or schema markup) is a special type of code you add to your website that tells search engines what your content means, not just what it says. It identifies locations, activities, event dates, prices, amenities, and more in a format that machines can easily interpret and rank.

Here’s How to Make Your Content AI-Ready:

• Use Schema Markup: Add schema.org structured data to highlight business types, addresses, reviews, tour types, events, or FAQs. Tools like Google’s Structured Data Markup Helper and plugins like Yoast (for WordPress) make it accessible—even for non-tech users.

• Tag Content Clearly: Label experiences with descriptive metadata—“sunset kayak tour,” “handmade textile workshop,” “organic farm-to-table dining.”

• Format Consistently: Use clear headings, bullet points, and tables where appropriate. This makes it easier for AI models to extract and display information accurately.

• Ensure Mobile Optimization: AI search often pulls from mobile-first indexing. Responsive design and fast-loading pages increase your chances of being featured.

• Submit to Search Engines: Use Google Search Console and Bing Webmaster Tools to submit sitemaps and ensure your content is being indexed properly.

Just as SEO became essential in the Google era, structured content is the new frontier. It’s not about tricking the algorithm—it’s about helping it recognize and elevate the value you already provide.

This is your wake-up call: if your content isn’t structured for AI, it’s not competing. It’s disappearing.

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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