Generative AI is reshaping how people search for travel inspiration, plan their trips and make decisions about where to stay and what to experience. Instead of scanning links, people now get AI-composed answers – and only the most trusted, structured content makes it in.

To support tourism operators through this shift, Destination Canada has developed the Generative AI Search Playbook, a practical guide designed to help businesses understand and adapt to this emerging technology.

See Destination Canada’s Generative AI Search Playbook
 
The Playbook will help you understand what generative-engine optimization (GEO) is, why it matters for tourism and how you can prepare for the growing use of AI chatbots and conversational search tools. It outlines the key factors that influence AI-generated travel recommendations and provides guidance on strengthening online content so businesses remain discoverable in these new search environments.

This resource also includes checklists and practical steps you can implement right away to improve your online presence and align content with visitor expectations.