AI Is a New Channel, Not the End of Websites
AI and Destination Marketing: How to Keep Your Website Discoverable
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Written by:
Will Wright, Managing Partner at DestinationCore
Read time: less than a minute
But here’s the important point: websites are not going away. For DMOs, LVEPs, and place-based partnerships, your website remains the essential home for your content - the database that AI tools and search engines rely on. The question isn’t whether to keep investing in your website. The question is: how do you create and structure content so it stays visible in this new discovery landscape?
How Discovery Is Changing
Search results have shifted dramatically. Today, when a visitor searches for “things to do in [destination],” they’re likely to see:
- AI Overviews that summarise content from multiple sources.
- “People Also Ask” questions with expandable answers.
- Structured cards and category groupings generated from Google data.
Only after these do traditional organic results appear - which means even if your website ranks well, it may sit far lower down the page than before.
This shift matters. A recent PwC UK survey found that 40% of travellers now use generative AI tools when researching destinations, and that number is only going to grow.
Why Content Still Matters
Despite these changes, one truth hasn’t shifted: content is still king.
AI and search tools don’t invent knowledge. They summarise and repackage what already exists online. That means if your destination hasn’t published useful, structured content, it can’t be surfaced in Google or in AI-generated results.
Think of your website as your content database. Your seasonal campaigns, events, itineraries, blogs, and visitor information all form the material that powers discovery. High-quality, clear, and up-to-date content is the foundation for staying visible.
Answer Real Visitor Questions
One of the most effective tactics for DMOs is also one of the simplest: answer the questions your audience is actually asking.
Google’s “People Also Ask” feature is a goldmine of insight. It surfaces the exact questions people want answered about your destination - from “What can I do in [place] on a rainy day?” to “Is [region] worth visiting in winter?”.
By building FAQ content into your place and theme landing pages, you not only increase your chance of appearing in Google snippets, but also improve your visibility in AI-generated summaries.
Research shows that 58% of people regularly use the “People Also Ask” feature when planning travel. If your content isn’t answering those questions, another destination’s will.
Prioritise High-Intent Content Areas
Not all content carries equal weight in visitor decision-making. High-intent content - the information people look for when they’re close to choosing where to go - is especially important.
For destinations, this includes:
- Practical visitor information (opening times, pricing, directions, accessibility).
- What’s on and events content.
- Seasonal campaign and thematic landing pages.
These are the pages where visitors decide whether to visit or not. Keeping them accurate, current, and easy to navigate is essential. According to Expedia, 73% of travellers say clear, up-to-date information is the single most important factor when choosing a tourism business online.
Key Takeaways for DMOs and Partnerships
- Structure content for discovery: FAQs, clear answers, and accurate information make your content eligible for AI and search visibility.
- Focus on decision-making content: seasonal hubs, events, and practical visitor details drive the strongest intent.
- Remember: AI isn’t replacing your website. It’s a new discovery channel that depends on the content you publish.
Final Thought
The destinations that thrive in an AI-first world will be those that see their website as more than a marketing channel - but as a living content database. By keeping your content useful, structured, and discoverable, you ensure that when visitors are planning their next trip, your place remains firmly on the map.
If your destination is ready to adapt to AI-driven discovery, the DestinationCore team can help make sure your website is working harder for visitors.
