Generative AI Search Playbook: Key Takeaways for Tourism Operators

The way travelers search is evolving fast, and generative AI is changing the game. Instead of just showing a list of links, search engines are now using AI to give direct answers. For Canadian tourism businesses, this shift is a huge opportunity – if you adapt. That’s why Destination Canada created the Generative AI Search Playbook: A Practical Guide to Smarter GEO – a 17-page guide packed with tips to help your website shine in this new AI-driven search world. In this post, we’ll break down the Playbook’s key takeaways so you don’t have to read the whole thing (but you’ll probably want to!). We’ve organized it into three phases, with a handy checklist of action steps for each. Let’s dive in!

Phase 1: Building a Strong Website Foundation

In Phase 1, the focus is on getting your own house in order. This means making your website technically solid and easy for both search engines and AI bots to understand. It’s like giving your site a thorough check-up and cleaning so nothing holds it back in search results. Here are the fundamentals to tackle first:

• Fix technical issues (error-free pages) – Repair any broken links, missing pages, or other errors on your site. A clean, well-maintained website is easier for search engines (and AI) to read and trust. Plus, fast-loading pages that meet Core Web Vitals benchmarks make for a better user experience and tend to rank higher. (Bottom line: a speedy, error-free site gets rewarded in search.)

• Optimize your on-page metadata – Ensure every page has a unique, descriptive title tag and a compelling meta description that clearly summarizes the content. Use clear headings and include descriptive alt text for images. These basic SEO steps help AI-driven search understand what each page is about. (Why it matters: strong titles and descriptions make it easy for AI to pull the right info from your site.)

• Use structured data (schema markup) – Add schema code to your pages for things like your business details, products, FAQs, and more. Structured data explicitly tells search engines what your content means, which can lead to rich results (like star ratings or FAQs showing up in search). (In short: schema is a language that helps AI get your content context – definitely worth the effort.)

• Keep an updated sitemap & robots.txt – Maintain an XML sitemap and a proper robots.txt file so search bots can crawl your site effectively. This behind-the-scenes step ensures no important page is missed. (Think of it as giving AI a map of all your pages – you don’t want them wandering lost!)

• Be mobile-friendly – Make sure your site works great on mobile devices. Most travelers search on their phones these days, so a responsive design is non-negotiable. Google and other engines also prioritize mobile usability when ranking results. (A mobile-friendly site means you won’t miss out on those on-the-go visitors.)

• Publish original, high-quality content – Double-check that your content is written for humans and offers real value (no auto-generated fluff). Helpful, authentic content not only engages your audience but also signals to AI that your site is a trustworthy source. And remember to format that content for easy reading – use short paragraphs, clear subheadings, and bullet points so both people and AI can digest it quickly.

Phase 1 Check: Does your website load fast and run smoothly? Are all your pages optimized with solid metadata and schema? Is it easy to navigate on any device? If you can nod “yes” to most of these, you’ve built a great foundation! 

Phase 2: Strengthen Your Partnerships & Reputation

Phase 2 goes beyond your website and looks at external signals of trust. Think of it as your online reputation – how other websites, platforms, and people talk about your business. In the age of AI search, credibility and authority are more important than ever. Here’s how to boost yours:

• Keep your Google Business profile up-to-date – Claim your Google Business Profile (if you haven’t already) and make sure it’s complete with accurate info, photos, and latest updates. This free listing is often the first thing travelers see when they search for your business on Google Maps or Search. (Why it matters: a fully optimized Google profile makes you more visible and gives AI reliable data about your location, hours, and offerings.)

• Ensure consistent NAP across directories – NAP stands for Name, Address, Phone number. Check that your business details are exactly the same everywhere online – on Google, TripAdvisor, Yelp, provincial tourism sites, etc. Inconsistent listings can confuse users and even the AI engines. (Consistency builds trust: if AI sees the same info everywhere, it knows it’s the truth.)

• Earn high-quality backlinks – A backlink is like a vote of confidence from another site. Aim to get reputable tourism blogs, travel magazines, local news, or partner organizations to link to your website. A few strong “dofollow” backlinks from respected sites will boost your authority much more than dozens of low-quality links. (Those quality links act as trust signals, helping your site rank higher and even get noticed by AI-driven search results.)

• Manage your online reviews – Positive reviews are modern gold stars for your business. Encourage happy guests to leave reviews on platforms like Google, TripAdvisor, or Yelp, and be sure to respond to reviews regularly. Every new review is fresh content and a trust signal. Plus, responses (even to the odd bad review) show that you care. As the Playbook notes, glowing customer reviews serve as powerful testimonials and can shape how people (and AI) perceive your business. (In short: More good reviews = more trust = more clicks and more bookings.)

• Get mentioned on reputable sites – Seek out partnerships or PR opportunities that land your business on high-profile platforms. For example, collaborate with your regional tourism board, sponsor a local event, or contribute a guest article to an industry blog. Even if some mentions don’t include a direct link, they still increase your brand’s visibility. The goal is to have your name pop up in trusted corners of the internet – something AI models will pick up on over time as they scan content. (Being part of the “conversation” in your local travel community makes you an authority that AI is more likely to recommend.)

• Stay active on social media (if it makes sense for you) – This isn’t in the Playbook’s core checklist, but it’s worth noting: an active Facebook, Instagram, or other social account can further validate your business. It shows that you’re engaged and up-to-date, and it gives fans a place to tag you. Consistent branding across social media and your website also reinforces your identity. (All of this feeds into a stronger online presence, which indirectly helps your search visibility.)

Phase 2 Check: Do you look trustworthy across the web? Is your Google listing polished? Are your business details consistent everywhere? Do you have a few great backlinks and a collection of good reviews? If so, your off-site reputation is coming along nicely! 

Phase 3: Advanced Content & Measurement

You’ve got your foundation and you’re building your reputation – awesome! Phase 3 is about taking things to the next level with smarter content and tracking how AI showcases your brand. This is where you fine-tune for AI-driven experiences, ensuring your content caters to the way AI systems work and keeping tabs on your progress. Key steps in this phase:

• Write in a conversational, easy-to-read style – Now more than ever, writing for your audience (not algorithms) pays off. Content that “sounds” natural and answers questions clearly will perform well in voice search and AI-generated answers. Large language models favor content that’s simple, direct, and human-like. That means using friendly language, shorter sentences, and an FAQ-style approach when appropriate. Even highly expert info should be broken down into digestible chunks. (Think of it this way: if your content reads like a helpful conversation, AI assistants will be more likely to pick it up and share it.)

• Add FAQ and Q&A content – Consider creating a Frequently Asked Questions page or adding Q&A sections to address common queries travelers have. For example, if you run an adventure tour, include a Q&A about “What should I pack for the trip?” or “Is this activity family-friendly?” This kind of content is gold for generative AI – it loves structured question-and-answer formats because they directly satisfy user curiosities. Likewise, creating a glossary of travel terms or detailed how-to guides for your niche can position your site as an authority. (These formats make it super easy for an AI engine to grab your content as a precise answer to someone’s question.)

• Leverage the new LLMs.txt file – You’ve heard of robots.txt (which guides search engine crawlers); now there’s LLMs.txt (Large Language Models text file) emerging for AI. It’s essentially a way to give AI bots a heads-up on your best content. By creating an LLMs.txt file on your site, you can point AI models to your most important pages – think of it like leaving a treasure map for the AI to find your gold nuggets. This file is still new, but it’s gaining traction as a tool for AI optimization. (By explicitly highlighting your top content, you increase the chances an AI will use it in its answers – a clever edge over competitors.)

• Provide clear credibility signals – Make sure every piece of content on your site has those little trust markers that both humans and AI appreciate. This includes things like author names and bios on blog posts, dates on articles (so readers know it’s current), citations or links to sources if you share facts, and so on. AI models are trained to look for signs of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). By baking credibility into your content, you make it more “AI-friendly” and user-friendly at the same time. (Bottom line: show off your expertise and authenticity – it can only help your chances of being featured in AI-driven results.)

• Monitor how AI is mentioning you – Here’s where you get a bit tech-savvy detective. Every so often, try querying ChatGPT, Bing Chat, or Google’s new AI-powered Search (SGE) about your business or content. For example, ask “What are the best attractions in [Your Town]?” or “[Your Business Name] info” and see if you come up. There are even tools like brand mention trackers that alert you when your brand is mentioned in AI-generated responses. The Playbook suggests looking at where your site might appear in AI overviews or answers, as this can reveal how these models interpret your info. (This kind of monitoring can highlight wins – like an AI recommending your place – or tell you where you might need to provide clearer info on your site if the AI doesn’t quite “get” what you do.)

• Keep measuring and adapting – Traditional web analytics are still your friend. Continue using tools like Google Analytics 4 (GA4) or others to watch your traffic and see how people (who click through AI answers or regular search) behave on your site. Google Search Console now even shows if your pages have appeared in Google’s AI search results – definitely worth checking out! Keep an eye on these metrics and any new ones that emerge for AI search. And stay curious: the AI search landscape is changing rapidly, so subscribe to industry updates, experiment with AI tools for content creation or research, and be ready to tweak your strategy. (The only constant is change – but if you’re tracking results and learning as you go, you’ll stay ahead of the curve.)

Phase 3 Check: Are you creating content that feels human and answers real questions? Have you implemented new tools like LLMs.txt or checked if AI chats mention your business? Are you keeping up with AI trends and measuring what works? If yes, you’re positioning your business to thrive in the AI-driven search era! 

Ready to Embrace the Future of Search?

The search landscape is going through a transformation, but you’ve got this. By focusing on a strong foundation, building your online reputation, and then layering on advanced tactics, you’re setting yourself up to capture more visibility (and visitors) as AI-driven search grows. It might feel like a lot, but remember, every big journey is just a series of small steps. Pick a few actions from the checklists above and get started today – even tiny improvements (fixing a broken link or updating a listing) can make a difference.

For a deeper dive and more examples, grab the full Generative AI Search Playbook (it’s a free PDF download). It’s a fantastic resource that walks you through each phase in detail and includes extra tips and tools. Consider this blog post your quick start, and the Playbook your comprehensive guide.

Ultimately, adapting to generative AI in search is about staying relevant and competitive in how travelers find information. With these actionable steps, you’re not just keeping up – you’re innovating in your marketing approach. So go ahead and give these strategies a try. And as always, the Firecircle community is here to support you on this journey. Together, let’s ignite your tourism business’s potential in this exciting new search era! 

Download the Generative AI Search Playbook here »