How to Get Your Tour or Experience Found in AI Search (and Be the One AI Recommends First)
Travellers are starting to use tools like ChatGPT, Gemini and Google AI Overviews to plan their holidays. Instead of typing into Google, they're asking questions like:
"What's the best cultural walking tour in Hobart?"
"Find me a beginner surf lesson near Byron Bay."
These tools give direct answers — and the businesses they mention first are the ones most likely to get the booking.
This is the future of discovery. It’s called Generative Engine Optimisation (GEO), and it’s changing how your tours and experiences get found.
Here’s how to get your tour or experience showing up in AI recommendations.
Make Sure Your Experience Has a Solid Digital Identity in Local Listings
AI tools source data from trusted platforms across the web. In Australia, that means more than just Google, it includes:
ATDW (Australian Tourism Data Warehouse)
Google Business Profile
TripAdvisor, GetYourGuide, Viator
OTA sites, Expedia, Booking.com, Kayak, etc
State and regional tourism organisation sites (e.g. Visit Victoria, Destination NSW)
To do:
Claim and optimise your Google Business Profile
Ensure your ATDW listing is up to date
Use specific, accurate experience types (e.g. “Aboriginal-led walking tour”, not just “cultural tour”)
Keep prices, availability, and seasonal notes current
Upload recent, localised imagery
Answer Traveller Questions in Natural Language
AI tools love content that mirrors how real people speak. So rather than focusing only on polished brochure copy, create content that answers real, local questions like:
“Is this kid-friendly during school holidays?”
“What’s the cancellation policy if it rains in Cairns?”
“Do you pick up from Surfers Paradise hotels?”
How to do it:
Create an FAQ section on your site or booking page
Use casual, friendly language where appropriate
Think like a traveller: What would someone from Melbourne ask if they’ve never been to your region?
Use Schema Markup to Help AI Understand Your Experience
Your website might look great to a human, but AI needs structured data to really understand what you offer. That’s where schema markup comes in.
With the right schema, AI can easily see:
Your location (and proximity to landmarks or transport)
Duration of your experience
Accessibility (NDIS, wheelchair access, etc.)
Group size limits, languages, age suitability
What is schema markup? It is a bit of hidden code that you can add to your website that explains to search engines and AI tools exactly what your content is about, in a format they understand.
Collect Descriptive Reviews That AI Can Learn From
AI looks at what guests say, not just your star rating. If someone reviews your stargazing tour by saying:
“We saw the Milky Way with an Indigenous guide outside Alice Springs. Incredible storytelling and hot bush tea around the campfire.”
That review is data that AI might pull when someone asks:
“Unique stargazing experiences with Aboriginal culture in the NT.”
Encourage guests to describe what they saw, felt, and loved — not just that it was “great”.
💡Tip:
Respond to reviews using language that reinforces your key themes - eg "Thanks for highlighting the small group vibe" or "Thank you for your kind words, we educating visitors on the eco-systems of the Great Barrier Reef."
Be Visible Beyond Just Your Website
AI tools use information from all across the internet. If you’re only showing up on your own website, you’re missing opportunities.
Make sure you're listed on:
ATDW and your state tourism site (e.g. southaustralia.com, visitnsw.com)
OTA platforms (e.g. BookMe, Adrenaline, Experience Oz, Viator)
Tourism blogs, travel influencers, and niche experience directories
Local council or region-specific sites (e.g. Mornington Peninsula tourism pages)
Use Smart Tools to Optimise for AI Without Doing All the Work
Let’s be real, most Aussie tour and experience operators are already time-poor. You don’t need to learn coding or SEO jargon. But you do need to make sure your content is structured in a way AI can use.
That’s where Virtually Tourism comes in.
We help businesses:
Structure your experience details (duration, audience, accessibility, etc.)
Create FAQ content based on real search data
Prepare your listings and website to be AI-friendly
Speak Like a Human: AI Answers Come from Conversations
AI tools favour content that sounds like a conversation. If a traveller says:
“What’s a good coastal walk near Sydney with lunch spots?” They expect a direct answer — and AI pulls from listings that use similar, natural phrases.
Use phrases like:
“Dog-friendly beaches near Noosa”
“Easy day trips from Adelaide for families”
“Things to do on the Gold Coast when it’s raining”
💡 Tip: Keep a notebook of questions people ask on calls or social DMs, that’s your GEO gold. Even better, use a AI Chatbot to answer questions, an instant record of your FAQ's with human answers all done for you.
Final Thought: It’s Not About Ranking #1, It’s About Being the Answer
In today’s AI-first search world, it's not enough to be listed. You need to be the business that AI tools like ChatGPT or Google choose when someone asks for the best thing to do in your region.
With the right structure, smart content and presence on trusted platforms, you can become the go-to answer for local and international travellers alike.
