Artificial Intelligence (AI) is changing how travellers discover destinations, accommodations, restaurants, wineries, attractions, and experiences online. Search is becoming more conversational, more personalized, and increasingly powered by AI-generated summaries and recommendations.

For tourism businesses, that means discoverability is no longer just about traditional search engine optimization (SEO).

Today, businesses should be thinking about two interconnected areas:

While the terminology in this space is still evolving, the underlying strategy is consistent: create useful, trustworthy, people-first content.

Travellers Are Searching Differently

Instead of typing short keyword searches, travellers are increasingly asking conversational questions such as:

• "What wineries in Kelowna are best for relaxing patios?"
• "Where should I stay for a wellness-focused weekend?"
• "What are hidden gems locals recommend?"
• "What can families do in Kelowna during spring break?"

AI-powered search tools are designed to answer these questions directly. Businesses that consistently create helpful content around traveller questions are more likely to appear in both traditional search results and AI-generated recommendations.

Don't Create Content for AI. Create Content for People.

Google continues to prioritize helpful, reliable, people-first content. AI tools like ChatGPT, Claude, and Perplexity draw on a different mix of sources, including training data, live web search integrations, and trusted third-party platforms. But the content signals that matter overlap more than you might expect: originality, accuracy, expertise, clarity, freshness, and trustworthiness.

The best tourism content helps travellers feel informed, inspired, and confident in planning their trip. That could include:

• Seasonal travel guides
• FAQs
• Itineraries
• Local recommendations
• Accessibility information
• Responsible travel tips
• Event roundups
• Sustainability initiatives
• Behind-the-scenes stories

The more useful and authentic the content, the more likely it is to be surfaced across search engines and AI tools alike.

Tourism Kelowna's brand direction emphasizes warmth, curiosity, sensory storytelling, and authentic connection to place. Rich storytelling rooted in real experiences not only strengthens branding but also improves discoverability online.

What does well-optimized FAQ content actually look like?

Rather than a generic entry like "We are open daily from 10 a.m. to 5 p.m.," a stronger version directly mirrors how travellers search. Start with a question like, "Are Kelowna wineries open year-round?" followed by a specific, helpful answer that mentions seasonal hours, which estates offer winter experiences, and what to book in advance. The question itself becomes the content.

How AI Talks About Your Brand Matters

As AI-generated search becomes more common, businesses need to pay attention to how AI systems describe their brand. A practical starting point: search your business name in ChatGPT, Claude, or Perplexity and read what comes back. Is the description accurate? Are old hours or outdated details still appearing? Are your experiences and offerings accurately described?

AI tools draw on whatever content exists online about your business. If that information is outdated, inconsistent, or sparse, AI systems may surface incomplete or incorrect answers. Fresh, accurate, and well-maintained content across your website, Google Business Profile, and other platforms increases the likelihood that AI tools will accurately represent your business.

Trust Is Becoming a Competitive Advantage

As AI-generated content becomes more common, travellers are becoming more aware of what feels authentic and what feels generic. Tourism businesses should focus on:

• Real experiences
• Authentic photography
• Local voices and stories
• Human-centred storytelling
• Transparency and accuracy

People increasingly want content that feels genuine and useful, not overly polished or created purely to satisfy algorithms. That human element matters more than ever.

Every Traveller Question Is a Content Opportunity

One of the simplest ways to improve discoverability is to listen closely to the questions travellers are already asking. Think about:

• Front desk conversations
• Visitor Centre inquiries
• Social media comments and DMs
• Guest reviews
• Booking questions
• Email inquiries

If travellers are asking those questions directly, they are likely also searching for them online. Businesses that consistently answer those questions through blogs, landing pages, FAQs, and social content are building stronger long-term visibility and trust.

Final Thoughts

Traditional SEO is still important. And AI-powered discovery is growing fast. But across both, the most effective strategy remains the same: create content that genuinely helps people.

AI is changing how travellers search, but it is not replacing the importance of authentic storytelling, local expertise, trust, and human connection.

The tourism businesses that will stand out are not the ones creating the most content. They are the ones creating the most useful, meaningful, and trustworthy content for travellers asking real questions.

Three things you can do this week

1. Search your business name in ChatGPT, Claude, or Perplexity. Read the results carefully and note anything that is inaccurate or missing.
2. Review your website, Google Business Profile, and online listings, including tourismkelowna.com, for outdated hours, descriptions, or details that could mislead AI tools.
3. Pick one common question you hear from guests or visitors and turn it into a short FAQ entry, blog post, or social caption.