travel_explore Organiser · The Advisory Clinic

AI Discoverability & Presence

calendar_today Wednesday 3 June · Morning

schedule 40 minutes

groups Two facilitators

James Arnold

Digital Trends Analyst
Digital Tourism Think Tank

Fábio Caldeira

Digital Trends Analyst
Digital Tourism Think Tank

1 / 8

insights What they told us

Patterns across the 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

search

50%

Consistent presence

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

PRIORITY 02

trending_up

50%

Consumer behaviour

How search and discovery habits are shifting.

PRIORITY 03

article

38%

Adapting content

Reshaping content for how people now find destinations.

PRIORITY 04

schema

38%

GEO and AEO

Structuring content so AI systems cite it.

PRIORITY 05

query_stats

13%

Measuring AI search

Understanding what good performance looks like in AI environments.

PRIORITY 06

fact_check

13%

Managing accuracy

Keeping the information AI uses about your destination correct.

Personal AI maturity (3.1 / 5)

62%

Organisational AI maturity (2.1 / 5)

43%

Maturity gap between individual and organisation

20%

2 / 8

checklist AI Discoverability & Presence

Easy steps to help them implement this

STEP 01

Query AI systems directly to see how the destination is represented. The answers tell you more about the visibility gap than any analytics dashboard.

STEP 02

Choose depth over volume. One thorough guide with real local knowledge outperforms ten thin summaries when AI systems decide what to cite.

STEP 03

Make content machine-readable. Schema markup, clear hierarchies and structured data are the difference between being cited and being skipped.

STEP 04

Diversify the sources where the destination shows up. Reddit threads, niche publications and partner content all feed the AI answer layer.

Tools worth knowing

ChatGPT, Claude, Gemini

Query each with the same prompt about the destination. The differences in their answers reveal where content is strong and where it is invisible.

Claude in Chrome

Run agentic browsing tasks across competitor sites, GA4, social analytics and your own CMS in a single working session.

Semrush AI Visibility

Track how often a domain appears in AI-generated answers across ChatGPT, Perplexity and Google AI Overviews.

Profound

Monitor citations across LLMs and benchmark visibility against competing destinations over time.

Tiki

AI visibility platform built for destinations, with tracking, recommendations and competitor benchmarking on AI search performance.

3 / 8

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.

7:30

7 min 30 sec per challenge

Diagnose

What is the discoverability problem in concrete terms?

AI systems surface content that is specific and authoritative, so generic destination content gets absorbed into generic AI responses.
Authenticity here works as a competitive advantage in how content performs in AI discovery, beyond being a brand value.
The tension between scale and distinctiveness is one every DMO in the room is navigating, whatever its size or budget.

Evidence

What has been tried and what did the data show?

Have you tested how your destination currently appears in major AI systems and how closely that matches how you would describe yourselves?
Has any AI-assisted content been compared to human-written content for voice consistency?
Where has the pressure between volume and quality already shown up in your content workflow?

Root cause

What is the technical or content gap at the root of this?

Is the challenge defining authentic voice precisely enough that an AI tool can reflect it, or the production volume needed to hold quality at scale?
Is there clarity in the team about what is and is not appropriate to automate?

Next move

What is the one thing to fix or test first?

Query two or three AI systems with questions about your destination and read the responses critically. Note where your voice is present and where it has been lost or replaced by something generic.
Identify one content format where authenticity matters most and define what good looks like before using AI to produce it.

4 / 8

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.

7:30

7 min 30 sec per challenge

Diagnose

What is the discoverability problem in concrete terms?

You cannot manage a presence you have not mapped, since AI may be describing your destination inaccurately, incompletely or in ways that favour others.
The questions visitors ask AI about your destination reveal what your audience wants to know, which is often different from what your content currently answers.
Every content and visibility decision that follows should be grounded in what the systems are currently saying about you.

Evidence

What has been tried and what did the data show?

Have you run any systematic audit of how your destination appears across multiple AI systems, or has it been ad hoc?
Have you looked at what questions visitors are asking AI specifically about your destination?
Are there known inaccuracies or gaps in how your destination is currently represented?

Root cause

What is the technical or content gap at the root of this?

Is the challenge knowing how to run the audit methodically, having the time to do it, or knowing what to do with the findings once you have them?
Is there internal agreement on what accurate and complete representation would look like?

Next move

What is the one thing to fix or test first?

Run a structured set of queries across at least three AI systems using the questions your typical visitor would ask. Document what comes back and note which sources are being cited.
Identify the three biggest gaps or inaccuracies and check whether the content to address them already exists on your site.

5 / 8

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, while the destinations building for both now are setting the citation patterns that define visibility for years.

7:30

7 min 30 sec per challenge

Diagnose

What is the discoverability problem in concrete terms?

A visitor who meets your destination through AI, then social, then your website should meet the same story told in compatible ways.
The destinations building content strategies for both channels now are establishing the citation patterns and content authority that will define visibility for years ahead.
Adapting an existing strategy for AI discoverability takes far less resource than recovering lost visibility later.

Evidence

What has been tried and what did the data show?

Does your current content strategy explicitly address AI visibility, or has it been treated as a separate project alongside the main plan?
Have you identified which content formats and structures perform best in AI-mediated discovery for your type of destination?
How is your content currently organised and how easy is it for a machine to read and reference?

Root cause

What is the technical or content gap at the root of this?

Is the challenge the volume of content required, the technical knowledge to apply GEO principles, or the internal alignment needed to shift an existing workflow?
Is there a tendency to treat AI discoverability as a separate project instead of a set of principles that apply to everything you publish?

Next move

What is the one thing to fix or test first?

Take your five most important content pages and assess them honestly against basic machine-readability principles: clear headings, FAQ sections, specific and locally grounded detail.
Identify the single most-asked question about your destination that your site does not answer well, then write one piece that answers it properly.

6 / 8

04

Challenge Four

Measuring visibility and performance in AI search environments

Traditional analytics fall short when visitors find a destination through AI answers rather than clicks. The question is no longer how many people visited a page, but how often the destination is being surfaced, recommended and trusted by AI systems.

7:30

7 min 30 sec per challenge

Diagnose

What does AI visibility look like in your current measurement framework?

Are you tracking AI traffic separately from organic search, or is it sitting hidden in direct visits?
What benchmark have you set for AI-driven visibility and who agreed it?
Has anyone in the team been asked to define what good looks like in AI search?

Evidence

What evidence do you currently have of how AI represents you?

Have you run direct queries on ChatGPT, Claude or Perplexity to see how the destination is described?
Are you monitoring citations in Google AI Overviews and tracking which sources are referenced?
What patterns have surfaced from any informal monitoring the team has already done?

Root cause

Why is AI search performance harder to measure than traditional search?

Is the issue the tools available, the lack of click data, or the lack of internal capability to interpret what you see?
Are you measuring the wrong things because the right metrics are not yet defined?

Next move

What is the first measurement habit you would put in place?

Run one structured query test per month against the major AI systems and log how your destination is represented.
Pick one tool such as Profound or Semrush and bring its dashboard into the weekly performance review.

7 / 8

favorite The Advisory Clinic

Thank you.

lightbulb

Key pattern

The one theme that surfaced across all four challenges.

arrow_forward

First move

The smallest action you can take back to your organisation this week.

block

Common trap

The mistake most organisations make with this topic.

8 / 8