Destination websites are no longer just for travelers browsing vacation ideas—they’re becoming data sources for artificial intelligence tools that answer questions, create travel itineraries, and influence visitor decisions. AI assistants like ChatGPT, Google Gemini, and Microsoft Copilot rely on structured, accessible information from websites to deliver answers. If your destination organization isn’t preparing its site for AI, you risk being invisible to tomorrow’s travelers.
Here’s a practical roadmap:
AI thrives on clarity. Break content into scannable sections with clear headings, bullet points, and concise answers. For example, instead of burying information about tour times in a paragraph, list them in a table or structured FAQ.
👉 Action tip: Add an FAQ page with common traveler questions (hours, parking, accessibility, transportation, seasonal events).
Structured data is how AI and search engines understand your site. Adding schema markup for attractions, events, hotels, and restaurants makes it easier for AI to extract accurate, up-to-date answers.
👉 Action tip: Use schema.org markup for events, places, and reviews to ensure AI can “read” your tourism content.
AI tools are increasingly recommending destinations based on inclusivity. Information about accessible attractions, sensory-friendly activities, or multilingual services helps both travelers and algorithms identify your community as welcoming.
👉 Action tip: Create a dedicated accessibility resource page that highlights available services and amenities (ramps, guided tours, accessible restrooms, etc.).
AI models train on what’s available today. If your site hasn’t been updated in months, algorithms may default to outdated information. Frequent updates also build trust with human visitors.
👉 Action tip: Publish seasonal updates, highlight upcoming events, and showcase tourism’s local economic impact. (In Lexington, learners in the Destination LEXpert program were surprised to discover that tourism contributes 12% of the state’s revenue—facts like these make great AI-friendly content.)
Travelers increasingly ask AI questions the way they’d ask a local: “Where can I find horse farm tours near Lexington?” or “What are the best free things to do in the Poconos?” Your website should anticipate those queries.
👉 Action tip: Incorporate natural language Q&A sections into your content, reflecting how visitors actually ask questions.
AI doesn’t just look for information—it looks for credibility. Testimonials, reviews, staff expertise, and data-backed insights all increase trust.
👉 Action tip: Feature visitor testimonials, just as the Poconos Ambassador Program learners did when they shared their excitement about creating memorable visitor experiences. These stories give both AI and potential travelers confidence in your destination.
Optimizing your destination website for AI isn’t just about search engines—it’s about future-proofing your visibility. By structuring content clearly, embedding data, highlighting accessibility, and providing up-to-date resources, you ensure your community is represented authentically when travelers ask AI, “Where should I go next?”
About Learn Tourism the nonprofit academy...
Learn Tourism is a 501c3 nonprofit organization dedicated to advancing the tourism industry through innovative educational practices and professional development initiatives. Our mission is to harness the power of science, business psychology, and adult education to build sustainable economies and enrich the tourism landscape.
Stephen Ekstrom is the embodiment of a passionate lifelong learner and a seasoned professional in the tourism industry, serving as the CEO and co-founder of Learn Tourism - the nonprofit academy. With over 25 years of experience, he has cultivated a deep understanding of tourism development and education, driven by his commitment to advancing the industry and fostering sustainable economies. Stephen's insatiable curiosity and love for knowledge have led him to be a proud nerd, constantly seeking to expand his expertise and share his insights with others. Alongside his faithful furry companions, Rudy and Marjorie, he embraces the digital nomad lifestyle, traversing the globe and immersing himself in diverse cultures. A dedicated advocate for continuous improvement, Stephen is a professional member of the Association for Talent Development and a member of Skal International. Stephen holds prestigious certifications in Inclusive and Ethical Leadership from USF, AI Governance and Ethics from Brown University, and Sustainable Business Strategy from Harvard Business School.