The way travelers discover destinations and experiences online is shifting dramatically. With the rise of AI Overviews at the top of Google search results, we’ve officially entered a “no-click internet.” It’s called “no-click” because most searches no longer end in a click-through to someone’s ad or website.
Instead, AI-generated summaries provide immediate (but sometimes inaccurate) info. A mom looking for “best kid-friendly activities in Charleston” will see what Google’s AI decides is most relevant. It’s the same story for a honeymoon-researching couple seeking “eco-friendly resorts in Costa Rica.”
Whether you’re a destination, attraction, experience provider, or operator, AI’s impact on acquisition poses a major challenge. But you can rise to meet it. The traditional playbook of optimizing for clicks that drive traffic to a website or social media is in doubt, so marketing strategies should now be laser-focused on improving the odds of your content showing up in AI summaries.
AI models currently favor sources demonstrating experience, expertise, authority, and trustworthiness (also known as E-E-A-T). Your future advertising, marketing, and communications efforts should take this into account.
Specifically, in our tourism space, authentic storytelling rooted in local knowledge will be more attractive to algorithms than generic copy. Content attributed to recognized guides, cultural leaders, and tourism professionals carries more weight, too. Create well-produced, informative work, even if it takes a little longer to execute. And don’t be afraid to invest more in your owned content versus paid advertising. We expect growing market share may become increasingly expensive as entities ratchet up ad spend to capture a smaller slice of traditional search-driven traffic.
DMOs, tour suppliers, and tour operators alike should be focused now on building brand authority. This approach goes beyond “chasing clicks” and prioritizes integrated long-term thinking, with a mix of paid ads, self-created content, and influencer or media partnerships. It also prioritizes putting more time and money into early-funnel consideration.
In non-agency speak, that means getting your message in front of people a lot earlier—even before they’ve ever heard of you. Instead of exclusively working to capture a click from someone searching “best maple syrup farm tours in Canada,” you’ll see better results by focusing on education. Invest more in showing people that “maple syrup farm tours” are even a thing, and by extension, you’ll directly introduce them to your brand or offering.
At Red Sage, we specialize in helping tourism partners adapt to grow bookings and revenue. We want you to be discoverable just as much as you want to be discoverable. And we have a team of experts in creative content, technical optimization, and performance marketing to ensure that happens.
One trend that still holds true in this AI-powered world is travelers’ love for video, social content, and creator partnerships. Channels like YouTube and TikTok continue to inspire and feed curiosity. But our role as an agency is to make partners aware of less obvious truths. For example, conversations on Reddit are a significant source of data for AI Overviews and search returns. If you’re not on Reddit, you need to be.
Other less obvious strategies to consider include the implementation of AI-powered experiences, such as trip planners or interactive maps, which engage travelers directly while strengthening search presence through backlinks and content signals.
AI summaries are not going away, so adjust what you can, where you can. Pull your brand story beyond your website and send it deeper into the digital world, using credible content from credible people. Lean into video and display-driven advertising that engages prospective visitors earlier, before they decide to search for something. Be proactive, not passive.
And most of all, try not to feel overwhelmed! We’re all in this together, with lessons to share on what’s working and what’s not. Reach out to peers and our NTA community for guidance and remember: As with every trip, there’s joy in the journey.
Contact: Michelle Stark, Red Sage Communications
