Answer Engine Optimization (AEO) for Tourism: The New SEO for Destination Marketers.

AI is changing how travelers search, plan, and choose destinations. Instead of traditional keyword searches, people now ask detailed questions like, “What are the best family-friendly trails near Sedona?” Answer Engine Optimization (AEO) is the strategy to ensure your destination gets cited in AI-generated answers - without users needing to visit your site.

Here’s what matters most:

• AEO vs. SEO: AEO focuses on being the trusted source for AI answers, not just ranking in search results.

• Why It’s Important: AI-driven traffic to travel websites grew 123% in six months, with ChatGPT leading at 84% of referrals.

• How to Succeed: Use structured data (e.g., JSON-LD), answer real traveler questions, and maintain accurate, detailed content.

• Key Benefits: Higher visibility in AI answers, better engagement from AI-referred users, and more influence on traveler decisions.

The shift to AEO is already happening, with 60% of searches resulting in “zero clicks.” If your content isn’t optimized for AI, you risk being left out of the conversation. The time to act is now.

AEO vs SEO Key Statistics for Tourism Marketers 2025

How Answer Engines Process Tourism Content

To make your destination stand out in AI-generated answers, it's crucial to understand how these systems process and interpret tourism content. Unlike traditional search engines that rely on keyword matching, AI engines go deeper, analyzing relationships between places, activities, and experiences. They prioritize clear, structured information that can be confidently cited to answer travelers' questions.

How AI Systems Read and Interpret Content

AI systems approach text differently than humans. They use tools like knowledge graphs to map connections between entities - specific items such as Miramare Castle, the city of Trieste, or a hiking trail. For example, when your content explicitly states, "Miramare Castle is a 19th-century castle located in Trieste," AI engines can easily integrate that information into their responses.

These engines rely on a method called Retrieval-Augmented Generation (RAG). First, they search trusted sources for relevant data. Then, they use that data to generate answers. Content that's machine-readable - like JSON-LD - is especially valuable because algorithms can interpret it effortlessly. Schema markup acts as a bridge, helping AI understand what your content represents, making it easier to process.

Another technique, semantic chunking, breaks content into smaller, standalone sections that can be referenced independently.

"If your travel content isn't machine-readable, you might as well be invisible." - Kelsey Blum, Creative Director, Brandhouse Marketing

"If your travel content isn't machine-readable, you might as well be invisible." - Kelsey Blum, Creative Director, Brandhouse Marketing

Google’s AI takes things further with a process called query fan-out. For example, when someone asks, "What are family-friendly trails near Sedona with red rock views?" the system evaluates multiple factors like trail difficulty, crowd levels, scenic appeal, and suitability for families. It then synthesizes this data into a single, detailed answer. This means your content needs to address these layers of traveler concerns, not just surface-level facts.

Data Types Answer Engines Prioritize

AI engines favor certain types of tourism data because they provide the foundational details travelers rely on. Here’s what stands out:

• Attractions and Landmarks: These define a destination’s identity and are often the first things travelers look for.

• Events and Festivals: Including precise dates and times in a structured format makes this data particularly useful.

• Itineraries: Logical sequences of activities help AI create complete travel plans.

• Accessibility Details: With growing interest in inclusive travel, this information is now a top priority.

• Pricing and Hours: Specific, actionable details like these make AI recommendations more practical.

• Local Insights: Insider tips or pros-and-cons comparisons add value by offering expertise AI alone can't replicate.

Consistency across platforms is critical. If your website lists different hours than your Google Business Profile or TripAdvisor page, AI engines may question your data’s reliability. Keeping details consistent can increase your chances of being cited by up to 41%.

Tourism Data Type | Why AI Prioritizes It | Recommended Schema

Attractions & Landmarks | Core to destination identity | TouristAttraction / Place

Itineraries | Helps AI plan logical sequences | HowTo / Step

Events & Festivals | Drives time-sensitive decisions | Event

Pricing & Hours | Provides actionable recommendations | Offer / PriceSpecification

Accessibility Details | Supports inclusive travel suggestions | accessibilityFeature property

Creating Content That Answer Engines Reference

To ensure your content gets cited by AI engines, it needs to be authoritative, structured, and easy to extract. Start with query-focused headings followed by concise answers - around 40–60 words - that AI can pull directly.

Divide destination guides into clear, standalone sections like "City Center Attractions", "Outdoor Activities," or "Local Dining." Include specific details such as addresses, GPS coordinates, visit durations, and current pricing. This level of detail makes your content more useful and easier for AI to cite.

Tables are especially effective for itineraries and schedules. A day-by-day table, for instance, provides clear, structured data points that AI can use to create personalized recommendations.

Boost your content’s credibility by enhancing E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). Add detailed author bios, link to official tourism sources, and keep your "About Us" page updated.

"AEO isn't about chasing traffic - it's about anchoring trust at the moment of decision." - Maciej Turek, Growth Advisor

"AEO isn't about chasing traffic - it's about anchoring trust at the moment of decision." - Maciej Turek, Growth Advisor

Using FAQPage schema can also make a big difference. After Google's Gemini 2.0 rollout, pages with this schema saw a 78% increase in AI citations. Structuring your content for machine readability not only optimizes it for AI but also positions your destination as the go-to source for travelers and AI systems alike.

Core Components of AEO for DMOs

Building on the earlier discussion of how AEO benefits DMOs, let’s dive into its essential building blocks. Effective AEO for DMOs isn't a collection of isolated tasks - it’s a combination of technical setup, query-focused content, and performance tracking. Together, these elements ensure your destination stands out when AI engines provide travel recommendations.

Technical Setup: Structured Data and Schema Markup

JSON-LD remains the go-to format for structured data in 2025. This backend code helps AI engines understand your content by clearly defining what each piece represents - whether it’s a landmark, an event, or a detailed itinerary.

Here are six schema types you’ll want to focus on:

• Article: Include details like author, publisher, and datePublished to give credibility to your blog posts or travel stories.

• FAQPage: Use this for common traveler questions, structured for easy AI extraction.

• TouristAttraction: Highlight landmarks, parks, or museums with properties like name, description, and location.

• Event: Add specific details for festivals, concerts, or markets, such as startDate, location, and offers.

• HowTo: Perfect for step-by-step itineraries or travel guides, including step and totalTime.

• LocalBusiness/Organization: Define your DMO or local partners with properties like address, telephone, and openingHours.

For example, structured FAQPage content can significantly improve performance by answering traveler questions directly. Make sure your site’s technical performance is also top-notch - your Largest Contentful Paint (LCP) should be under 2.5 seconds, and you should validate your JSON-LD code using the Schema.org Validator. Fast, schema-enriched websites are favored by AI engines, with 41% of AI answer snippets sourced from such sites.

Another critical step is linking your content to recognized entities in the Google Knowledge Graph. For instance, describing "Miramare Castle as a 19th-century castle located in Trieste" provides clear geographic and historical context, boosting your content’s authority.

Schema Type | DMO Use Case | Key Properties to Include

TouristAttraction | Landmarks, parks, museums | name, description, location, image

Event | Festivals, concerts, markets | startDate, location, offers, performer

FAQPage | Traveler FAQs | mainEntity

HowTo | Itineraries, travel guides | step, totalTime, supply

LocalBusiness | Visitor centers, local partners | address, telephone, openingHours

Article | Blog posts, stories | headline, author, datePublished

With a solid technical foundation, your content is primed to meet AI-driven search demands.

Content Strategies for AI Search

AI engines have shifted their focus from simple keywords to conversational, natural-language queries. Data shows that 66% of ten-word queries trigger AI responses, compared to just 5.6% for single-word searches.

To align with this trend, include a concise 40–60 word TL;DR summary at the top of every page. Follow it with question-based headings such as "What is the best time to visit?" and provide clear, one-to-two sentence answers. This structure makes your content easily accessible for AI engines to extract.

Break destination guides into modular sections like "City Center Attractions", "Outdoor Activities", and "Local Dining." Include actionable details such as addresses, GPS coordinates, visit durations, and pricing in dollars. A case study by Noble Studios in March 2025 demonstrated how Visit Sedona enhanced AI visibility by addressing multi-intent queries. Instead of listing trails, they provided information on trail difficulty, family-friendliness, and seasonal crowd levels - exactly the type of detailed, layered content AI engines prioritize.

"In traditional search, you're thinking of backlinks... but with AEO, it's really all about creating very specific content and creating it at scale." - Patrick Reinhart, VP of Services and Thought Leadership, Conductor

"In traditional search, you're thinking of backlinks... but with AEO, it's really all about creating very specific content and creating it at scale." - Patrick Reinhart, VP of Services and Thought Leadership, Conductor

To further strengthen your content’s credibility, enhance your E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) signals. Add detailed author bios using Person schema and include sameAs links to professional profiles like LinkedIn. AI engines rely on these signals to differentiate authoritative content from generic sources. Additionally, implement an llms.txt file to guide AI models on how to interpret your site’s content.

Once your content is live, the next step is measuring how well it performs.

Tracking AEO Performance with Analytics

Traditional metrics like SERP rankings don’t fully capture AEO success. Instead, focus on Answer Surface Inclusion - the percentage of target queries where your destination appears in AI-generated answers from platforms like Google AI Overviews, Bing Copilot, or Perplexity.

To track AI referrals in GA4, go to Acquisition > Traffic Acquisition, set the primary dimension to Session Source/Medium, and filter for terms like "chat" or specific platforms such as ChatGPT. This is increasingly important, as AI referral traffic grew by 123% between late 2024 and early 2025. Travel websites, in particular, saw the highest share of AI referrals, with ChatGPT-referred visitors showing a 72% engagement rate, far exceeding traditional search traffic.

Another key metric is Citation Velocity - how often your DMO is cited compared to competitors. Perform monthly "AI brand tests" by asking platforms like ChatGPT or Perplexity questions about your destination. If your DMO isn’t mentioned, it’s a sign that your content may lack structured data or authoritative mentions from third-party sources.

Finally, track engagement-to-conversion rates for AI-referred visitors. These users often have higher intent, so measure actions like newsletter sign-ups, partner referrals, or guide downloads separately from traditional traffic. With 12.56% of travel-related searches now appearing in AI Overviews and organic CTR dropping from 1.41% to 0.64% year-over-year in results featuring AI Overviews, impressions in Google Search Console have become as valuable as clicks.

"Establish new KPIs that acknowledge AI as a distinct discovery channel with metrics different from traditional search." - William Crozer, Associate Director of Internal Marketing, Noble Studios

"Establish new KPIs that acknowledge AI as a distinct discovery channel with metrics different from traditional search." - William Crozer, Associate Director of Internal Marketing, Noble Studios

Implementing AEO on Your DMO Website

Now it's time to integrate AEO practices into your website. Building on the technical groundwork discussed earlier, these steps will help transform your DMO site from a static brochure into a trusted source of information for AI engines. The goal is to make your site the go-to authority for AI-generated travel answers.

Positioning Your Website as a Trusted Source

Establishing your website as an authoritative resource starts with verified information and structured data. These elements help position your site as the definitive reference for AI-generated travel content.

Begin by refining your "Who We Are" page. Clearly explain your role as a DMO, highlight your connection to local government or tourism boards, and include links to partner organizations. Use structured data - such as the Organization schema - to include key details like your address, phone number, and social media profiles. This reinforces your credibility and makes it easier for AI engines to recognize your authority.

Organize your content into focused sections, each designed to stand alone as a reference. For example, instead of lumping everything into a single "Things to Do" page, break it down into categories like "City Center Attractions", "Coastal Activities", "Historical Sites", and "Outdoor Adventures." Each section should include a concise TL;DR summary, question-based headings, and relevant schema markup. This modular approach makes it easier for AI platforms to extract and use your content effectively.

Adding fresh reviews and user-generated content can further enhance your site's trustworthiness.

"The core difference is this: traditional search engines rank links, while modern answer engines construct answers. Your goal is no longer just to be on the list, but to be a foundational source for the answer itself." - Karl-Gustav Kallasmaa, Founder of Attensira

"The core difference is this: traditional search engines rank links, while modern answer engines construct answers. Your goal is no longer just to be on the list, but to be a foundational source for the answer itself." - Karl-Gustav Kallasmaa, Founder of Attensira

For even greater impact, consider creating AI-only endpoints - dedicated JSON‑LD pages optimized for machine reading. These pages allow AI platforms to quickly parse your data, while your standard pages maintain a rich, user-friendly design.

Adding AI-Powered Planning Tools to Your Site

Static content alone isn't enough to meet the needs of today's travelers. By integrating AI-powered planning tools, you can offer the personalized, interactive experiences that modern visitors expect.

Tools like Drifter AI enable your website to provide conversational interfaces capable of generating custom itineraries. For instance, a traveler might ask, "What are the best family-friendly hiking trails with red rock views that are less crowded on weekends?" and receive a detailed, actionable response. This approach aligns with AEO principles, as AI engines are far more likely to trigger responses for longer, conversational queries - 66% of ten-word searches compared to just 5.6% for single-word queries.

When travelers use these tools to build itineraries, the data can be structured into machine-readable formats using schemas like HowTo and TouristAttraction. This makes your site an even more valuable resource for AI platforms. In fact, AI referral traffic to websites has seen a 123% increase over a six-month period, with ChatGPT alone accounting for 84% of that traffic. Visitors arriving via AI platforms also show a 72% engagement rate.

Drifter AI integrates easily with most CMS platforms and offers real-time analytics to track visitor behavior and partner referrals, giving you insights into how AI-driven interactions contribute to your goals.

Optimizing for Pre-Trip and In-Destination Searches

Once planning tools are in place, focus on meeting the needs of travelers at both the pre-trip research and in-destination stages. AI engines are used differently at each stage, and your website should cater to both.

For pre-trip searches, create evergreen content that answers common planning questions like "What's the best time to visit?", "How many days do I need?", or "What are the must-see attractions?" Structure these pages with concise TL;DR summaries (40–60 words), clear question-based headings, and comprehensive schema markup such as FAQPage, HowTo, and TouristAttraction.

For in-destination searches, prioritize real-time, hyper-local information. Travelers often look for immediate answers to questions like "restaurants open late near me" or "parking availability at the beach." Keep this information up-to-date, including details on operating hours, seasonal closures, and current events. Use the LocalBusiness schema with properties like openingHours and address to ensure AI platforms can easily extract this data.

Mobile optimization is also critical. With over 31% of mobile informational queries now triggering AI-powered responses, ensure your pages load quickly and feature scannable lists, well-captioned maps, and clear spatial relationships (e.g., connections between downtown and the waterfront).

Additionally, create accessibility resource pages that highlight sensory-friendly activities, wheelchair access, and other inclusive amenities. As AI tools increasingly recommend destinations based on inclusivity, having structured data about accessibility can increase the likelihood of your content being cited.

Finally, regularly test your content by asking AI platforms like ChatGPT or Gemini questions about your destination. If your site or its recommended partners aren't being cited, it may be time to update your schema markup, refresh seasonal guides, or strengthen your E‑E‑A‑T signals. These ongoing updates will help ensure your destination remains a trusted reference for travelers planning their journeys.

What's Next: The Future of AEO in Tourism

With a strong foundation in Answer Engine Optimization (AEO), Destination Marketing Organizations (DMOs) are stepping into a rapidly changing world where technology is reshaping how travelers plan their journeys. Transitioning from SEO to AEO was just the beginning. As artificial intelligence continues to advance, DMOs must gear up for systems capable of handling tasks autonomously. This shift calls for destination data to be structured in ways that machines can process effortlessly. Let’s dive into some emerging trends that are set to transform tourism marketing.

Generative Engine Optimization (GEO) Explained

AEO is evolving into something new: Generative Engine Optimization (GEO). This approach focuses on making content easy for AI to find, interpret, and repurpose. GEO involves breaking content into small, self-contained pieces - like tables, definitions, or claims - anchored with stable HTML markers for precise AI extraction.

"GEO helps your brand become the sentence an answer engine trusts." - 2Marketing

"GEO helps your brand become the sentence an answer engine trusts." - 2Marketing

For instance, instead of lumping all "Things to Do" into one section, divide it into individual, schema-marked categories: city center attractions, coastal activities, and historical landmarks. Beyond structure, GEO emphasizes offering content enriched with unique insights and human judgment. Some DMOs are even developing AI-specific endpoints, such as JSON-LD pages, which are optimized for AI discovery while maintaining a visually appealing design for human users.

Agentic AI and Automated Travel Planning

The next wave of AI is moving beyond simply answering questions - it’s about completing tasks. This is where Agentic AI steps in. Acting as an autonomous assistant, it can compare options, negotiate deals, and even handle bookings without human input. Unlike Generative AI, which focuses on content creation, Agentic AI makes decisions and interacts directly with external systems.

The growing interest in this technology is evident. By mid-2025, venture capital investments in travel startups powered by AI jumped from 10% in 2023 to a staggering 45%. This surge highlights the increasing demand for real-time, machine-readable data, such as pricing, availability, event schedules, and transportation options.

Agentic AI introduces what’s being called the "Third Voice" - an AI layer that acts as a mediator between travelers and suppliers, managing everything from negotiations to bookings. Additionally, the rise of conversational, long-tail queries is reshaping how people search. For example, AI systems now respond to 66% of ten-word queries, compared to just 5.6% for single-word searches. This shift means your content needs to provide detailed, precise answers that AI agents can trust and recommend confidently.

As AI begins to handle more tasks, DMOs must evolve into providers of dynamic, up-to-date data.

DMOs as Real-Time Data Hubs for AI

DMOs are no longer just curators of static travel information. They are transforming into real-time data hubs, delivering live traveler content directly to AI systems. This new role demands a shift from periodic updates to maintaining "living facts" - constantly refreshed details like current pricing, seasonal hours, and event schedules that signal relevance and accuracy to AI models.

"Destination websites are no longer just for travelers browsing vacation ideas - they're becoming data sources for artificial intelligence tools." - Stephen Ekstrom, CEO, Learn Tourism

"Destination websites are no longer just for travelers browsing vacation ideas - they're becoming data sources for artificial intelligence tools." - Stephen Ekstrom, CEO, Learn Tourism

By creating AI-readable endpoints, DMOs can eliminate the need for slow web scraping, allowing AI systems to access verified, up-to-date information directly. This aligns with Retrieval-Augmented Generation (RAG), where AI models fetch real-time answers rather than relying solely on outdated training data.

To adapt, consider implementing lightweight index feeds, such as an index.json file. This file can list content fragments, HTML anchors, and the latest update dates, helping AI systems retrieve the most current data. Use consistent formatting and include clear details like dates, currency symbols (e.g., "USD"), and measurement units (e.g., "miles" or "°F") to make it easier for AI to verify and use the information.

Tools like Drifter AI are already enabling DMOs to embrace this shift. By offering conversational interfaces that generate personalized itineraries while structuring data in machine-readable formats, these tools position DMOs as indispensable sources for AI-driven travel recommendations. As AI platforms increasingly rely on real-time data, DMOs that adapt to this role will remain at the forefront of the tourism industry.

Conclusion: Taking Action on AEO

The move toward AEO (Answer Engine Optimization) is happening fast. AI referral traffic to travel websites has surged, with visitors from AI platforms converting at rates 23 times higher than those from traditional organic search. The question isn't whether you need to adapt - it's how quickly you can implement changes.

To keep up, focus on strengthening your site's technical foundation. Use JSON-LD schema markup (like Article, FAQPage, and LocalBusiness), add concise 40–60 word summaries (TL;DRs) to the top of your pages, organize content into clear, digestible sections, and regularly update schema dates.

Set up GA4 segments to track AI referral traffic, such as sources labeled "chat", and frequently check that your destination appears in AI-generated answers. These steps ensure you're staying visible and relevant in the evolving AI-driven landscape.

"AI hasn't replaced search - it's replaced your website as the first touchpoint. The brands showing up in AI answers today are shaping the new customer journey." - Seth Besmertnik, CEO of Conductor

"AI hasn't replaced search - it's replaced your website as the first touchpoint. The brands showing up in AI answers today are shaping the new customer journey." - Seth Besmertnik, CEO of Conductor

Tools like Drifter AI can help Destination Marketing Organizations (DMOs) bridge the gap between human audiences and AI systems. By offering conversational planning tools that create personalized itineraries while organizing your data in machine-readable formats, Drifter AI positions your destination as a go-to resource for AI-driven recommendations. It integrates with your existing CMS, provides real-time analytics to track partner referrals, and helps measure ROI. Embracing these tools now can give you a strong competitive edge.

The key takeaway? Structured, trustworthy content is essential. Act now to ensure your data includes the entities, citations, and trust signals that AI platforms rely on. Waiting too long could mean disappearing from the interfaces where travelers are already planning their trips. Make sure your content works seamlessly for both human visitors and AI systems.

FAQs

What makes Answer Engine Optimization (AEO) different from traditional SEO in tourism marketing?

Answer Engine Optimization (AEO) moves beyond the traditional SEO goal of ranking web pages with keywords. Instead, it focuses on delivering clear and concise answers tailored for AI-driven search engines and voice assistants. The aim isn’t just to attract clicks but to provide immediate and accurate responses that show up directly in search results or voice queries.

To achieve this, AEO emphasizes three key elements: structured data, natural language clarity, and content crafted to address specific traveler questions. By prioritizing these factors, destination marketers can boost their visibility in AI-powered searches and ensure their content remains relevant in an increasingly competitive digital world.

How can destination marketers optimize tourism content for AI-driven search engines?

To make tourism content shine in AI-driven search results, focus on crafting clear, question-driven content that directly addresses what travelers are searching for. Use a well-aligned page title, headings, and meta description to clearly reflect your topic, and steer clear of cramming in too many keywords. Organize your content around common questions like "What are the best family-friendly hiking trails near Sedona?" Use subheadings, bullet points, and fact-based paragraphs to make it easy for AI to pick up the most relevant details.

Take it a step further by incorporating structured data - like Schema.org markup for attractions, events, or accommodations. This helps AI engines pull out key details and display them in answer snippets. Adding an FAQ section that tackles frequent traveler questions can also boost your chances of appearing in "People Also Ask" sections or AI-generated summaries. And don’t forget the technical side: make sure your website is mobile-friendly, loads quickly, and has a clean, easy-to-navigate structure. These steps can help your destination stand out in AI-driven search results and draw more visitors to your content.

How does structured data help AI provide better travel-related answers?

Structured data, such as schema.org markup, plays a crucial role in helping AI-powered search engines interpret and organize travel-related information more efficiently. By embedding machine-readable details about destinations, attractions, and services, you make it easier for search engines to deliver precise and relevant results.

Using structured data doesn’t just improve your content's visibility - it also increases the likelihood of it being highlighted in AI-generated snippets. This means travelers can quickly access the information they’re looking for, improving their overall experience.