Day 2 Breakfast and Networking
Welcome to Day 2
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Evaluating the AI Visibility Question
Search behaviour is changing fundamentally. AI Overviews and conversational interfaces are reshaping how people find, evaluate and choose destinations. This keynote opens with a clear-headed demystification of the terminology (GEO, AEO, AI Overviews, schema mark-up) and walks through the shifts in consumer and search behaviour driving them.
Destination Marketing Without The Map: AI and the Future of Destination Visibility
Toby Morris of Tiki opens the session with a scene-setter on the shift from traditional search to AI and GEO, framing what destinations are now navigating without the familiar markers. The conversation moves into the factors shaping whether a destination stays visible in this new channel.
The Impact of AI on Destination Discoverability
Johannes Auer shares how Oberösterreich's In Unserer Natur campaign used AI to build a cast of animal reporters designed to raise awareness of mindfulness and respect for nature. Stewart Howe talks us through the Dinosaur City campaign, which connects AI-generated characters to real exhibitions, trails and museum experiences.
Coffee and Networking
Zone Rotation
Strategy Room
Going Further on GEO and AEO
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How to take GEO and AEO further. Cross-platform content, depth versus volume, and the choice between setting the narrative or responding to demand.
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The Lab
Putting GEO and AEO Tools to Work
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A hands-on session in two halves. First, put leading GEO and AEO tools to a destination challenge. Then use Claude in Chrome or ChatGPT in agentic mode for analytics, benchmarking and technical checks.
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Debating Room
Being Tactical with AI Visibility
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Should destinations align AI visibility with strategy or with demand? Does writing hidden gems content help or harm the destination? Does GEO make overtourism worse?
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Advisory Clinic
Submitted Cases on AI Presence
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Built around discoverability cases submitted in advance. Common patterns, where destinations are getting tripped up, and what good looks like in practice.
Enter the zone arrow_forwardFacilitators Report Back
A facilitator from each zone shares the outcomes, tensions and unresolved questions surfaced in their session.
Lunch
Designing Functional AI Interfaces
AI is increasingly the functional layer between inspiration and booking. This keynote walks through how AI interfaces are evolving across websites, social, apps and in-destination experiences and the harder strategic choices destinations face: native integration versus plug-and-play, text vs voice and brand safety.
Building AI-Mediated Destination Experiences
Aleksandra Jerebic Topolovec from the Slovenian Tourist Board explores the DMO's role in connecting deep destination knowledge with partner content, industry data and real-time inputs. She'll share the practical work behind Alma, Slovenia's AI travel guide.
Closing the Visibility Gap
Mark Merrywest, Founder of Selfe, addresses the visibility gap facing DMOs, focusing on how missing schema and poor machine readability shape where destinations are positioned and discovered.
Coffee and Networking
Zone Rotation
Strategy Room
Investing in AI Interfaces with Longevity
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How destinations should be investing in AI interfaces given how quickly the technology evolves. KPIs that matter, ROI measurement and balancing AI with traditional interfaces.
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The Lab
Vibe Design or Vibe Code
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Comparing two approaches to building AI experiences: vibe design on Stitch versus vibe coding on Claude. Closes on the skills implications and the in-house versus agency question.
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Debating Room
Deciding What to Build
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Should destinations build AI platforms themselves, or focus on providing high-quality data for others to build on? How to avoid hyper-fragmentation when every destination builds the same thing.
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Advisory Clinic
Submitted Cases on AI Interfaces
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Built around interface and experience cases submitted in advance. Where destinations are over-engineering, under-investing or missing the point.
Enter the zone arrow_forwardFacilitators Report Back
A facilitator from each zone shares the outcomes, tensions and unresolved questions surfaced in their session. The de-brief closes Day 2.