support_agent Zone · The Advisory Clinic

AI Discoverability & Presence

calendar_today Wednesday 3 June

schedule 40 minutes

groups Two facilitators

James Arnold

Digital Trends Analyst
Digital Tourism Think Tank

Fábio Caldeira

Digital Trends Analyst
Digital Tourism Think Tank

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insights What you told us

Patterns across your submissions

A snapshot of the priorities surfaced in the pre-event Typeform, drawn from eight respondents. The Clinic will focus on the highest ranked themes.

PRIORITY 01

travel_explore

50%

Building a consistent presence

The top ranked priority, showing up the same way across every channel.

PRIORITY 02

fact_check

38%

Adapting content strategies

Reshaping content for how people now find destinations.

PRIORITY 03

edit_note

50%

Changing consumer behaviour

How search and discovery habits are shifting.

PRIORITY 04

compare_arrows

38%

GEO and AEO techniques

Structuring content so AI systems cite it.

PRIORITY 05

monitoring

13%

Measuring AI search performance

Building a baseline before the tooling landscape settles.

PRIORITY 06

verified

13%

Managing accuracy of information

Catching and correcting how AI systems describe your destination.

Personal AI maturity (3.1 / 5)

62%

Organisational AI maturity (2.1 / 5)

43%

Maturity gap between you and your organisation

20%

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checklist AI Discoverability & Presence

Easy steps to help you implement this

STEP 01

Query AI systems with the questions your visitors are likely to ask and note what comes back. Where does your destination appear, where does it not and who is being cited instead of you.

STEP 02

Prioritise depth over volume. A smaller number of detailed, well-structured pieces will outperform a large library of shallow pages.

STEP 03

Structure content so it can be machine-read. Clear headings, FAQ sections and schema markup determine whether your content gets cited or ignored.

STEP 04

Diversify the sources that speak about your destination. AI draws on a wide range of signals and a destination that appears authoritatively across multiple sources is harder to overlook.

Tools worth knowing

ChatGPT, Claude, Gemini and Copilot

Use any of these as a free audit tool. Query them with the questions your visitors would ask and compare what comes back across systems.

Claude in Chrome

Use it in agentic mode to log into your analytics, benchmark competitors, run technical checks and come back with detailed strategic recommendations.

Semrush AI Visibility Toolkit

Extends existing Semrush SEO reporting into AI search visibility tracking. Accessible for teams already in the Semrush environment.

Profound

Enterprise-grade platform tracking how your destination appears across all major AI systems, with prompt-level citation analysis and competitor benchmarking.

Omnia

Monitors AI citations and competitor share of voice, designed to turn visibility data into actions rather than reports.

Tiki

Destination-specific AI visibility platform built for tourism organisations.

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01

Challenge One

Maintaining authenticity and brand voice in AI-mediated discovery

AI surfaces content that is specific and authoritative, so generic destination copy gets absorbed into generic answers and authenticity becomes a competitive advantage.

Diagnose

Why does this matter for your destination?

Diagnose

What have you tried so far?

Constraint

What is the biggest constraint holding you back?

Next move

What is the first step you can take this week?

→Easy first step. Document your voice before you scale your output. Generic inputs produce generic outputs and volume makes that problem harder to reverse.

→Easy first step. Keep human editorial judgment on the content that carries the most distinctive local character. Use AI for structure and production.

×What to avoid. Producing content at scale before setting a quality standard. More content that sounds like everywhere else accelerates the problem instead of solving it.

×What to avoid. Treating voice and discoverability as separate workstreams. The content that performs best in AI discovery is specific, authoritative and locally grounded, which is also the content that carries the strongest brand voice.

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02

Challenge Two

Understanding how your destination is currently represented in AI systems

You cannot manage a presence you have not mapped, since AI may be describing your destination inaccurately or in ways that favour others.

Diagnose

Why does this matter for your destination?

Diagnose

What have you tried so far?

Constraint

What is the biggest constraint holding you back?

Next move

What is the first step you can take this week?

→Easy first step. Make the audit a regular practice. AI responses shift as training data updates and a quarterly check is more useful than a single snapshot.

→Easy first step. Share the findings directly with your content team. The gap between what AI says about your destination and what your team knows is the most actionable content brief.

×What to avoid. Running the audit once and treating the findings as stable. AI responses change and what is true today may not be true in three months.

×What to avoid. Looking only at your own destination. Understanding how AI describes your competitors tells you as much about the opportunity as understanding how it describes you.

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03

Challenge Three

Building a consistent content strategy that works across search and AI channels

Consistency across channels means a visitor who meets your destination through AI, social and your website finds the same story, and the destinations building for both now are setting the citation patterns that define visibility for years.

Diagnose

Why does this matter for your destination?

Diagnose

What have you tried so far?

Constraint

What is the biggest constraint holding you back?

Next move

What is the first step you can take this week?

→Easy first step. Embed GEO principles into your content production process instead of retrofitting them onto existing content. New content is easier to structure correctly than old content is to fix.

→Easy first step. Prioritise depth on your highest-value topics. A smaller number of authoritative, well-structured pieces will outperform a large library of shallow pages in AI visibility.

×What to avoid. Treating GEO as a technical checklist applied after content is written. Structure and specificity need to be built into the brief.

×What to avoid. Producing content for AI visibility that does not also serve a human reader. The two requirements are more aligned than they appear and content that works for one tends to work for the other.

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04

Challenge Four

Measuring visibility and performance in AI search environments

If you cannot measure AI visibility you cannot improve it or show its value, so a measurement baseline matters more as content budgets tighten.

Diagnose

Why does this matter for your destination?

Diagnose

What have you tried so far?

Constraint

What is the biggest constraint holding you back?

Next move

What is the first step you can take this week?

→Easy first step. Start tracking citation frequency manually on a small scale. Regular queries across key AI systems, documented and compared over time, give you directional data even without a specialist tool.

→Easy first step. Define what you are trying to measure before choosing a tool. Visibility in AI responses, accuracy of information and referral traffic are different questions that need different approaches.

×What to avoid. Waiting for a perfect measurement solution before acting on AI visibility. The content and structural work should run in parallel with measurement development.

×What to avoid. Reporting AI visibility using web traffic metrics alone. A destination widely cited in AI responses but seeing flat web traffic is not failing. It may be succeeding in a way the current metrics cannot yet capture.

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waving_hand Carry the conversation forward

Take this back to your team

Download your notes and the recommendations from the session. If you want to keep working through these questions with us, start a thread or explore the Advisory Membership.

open_in_new Explore Advisory Membership

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