Online search behavior is changing as artificial intelligence tools become mainstream, travelers are no longer typing traditional search phrases like “Things to do in Jasper” into Google and scrolling through 10 links. Instead, they’re asking,

“Where should I go this weekend within 2 hours of Atlanta that’s great for biking and brunch?” And they want a single, straightforward answer they can trust.

This is the rise of Answer Engine Optimization (AEO), the practice of optimizing your content not just to rank on a page, but to be the answer AI tools pull when responding to user queries.

AEO shifts the focus from keywords to clarity and structure. It’s about crafting content that AI can easily interpret, contextualize, and serve up as a direct, helpful answer.

Think:

• Structured FAQs

• Schema markup

• Conversational tone with clear, specific answers

• Location-based context

• Authoritative and consistent branding

For tourism marketers, this means rethinking how we build website content, blog posts, and itineraries. Long-form storytelling still has value, but it must be paired with structured content that machines can parse quickly.

Why It Matters to Tourism

Travel planning now takes place through voice assistants, AI chat tools, and mobile apps, extending well beyond the limits of traditional search engines. If your content isn’t easily surfaced by these tools, your destination is invisible in the decision-making moment. This is particularly important for smaller or niche destinations trying to stand out against larger tourism hubs. If AI can’t understand your value proposition, it can’t share it.

Action Steps for Destination Marketers:

1. Revisit your content structure. Break up long content with subheads, bullet points, and Q&A sections.

2. Embrace schema markup. Work with your web team to ensure your site uses structured data, this helps search engines (and AI tools) better categorize your content.

3. Write like people talk. Travelers ask questions conversationally and your content should reflect that.

4. Create content for niches. Instead of “Top things to do,” try “Where to go for a quiet girls’ weekend in Jasper

The way people discover travel inspiration is fundamentally shifting. As traditional SEO evolves into AEO, tourism marketers who adapt early will be the ones who remain visible in a world of AI-first search. Now is the time to rethink your content not just for people, but for the machines helping them plan their next adventure.

Want to learn more about how to make your content AI-ready?

Reach out to me to help your destination adapt your content strategies for the next era of travel discovery. Let’s make sure your destination isn’t just seen but included in AI-driven travel decisions.