Theme
AI and destination discovery
How AI is reshaping how travellers, agencies and partners find destinations.
Search behaviour is moving from keyword-based discovery toward conversational and assistant-based discovery. Destinations and operators that publish structured, trustworthy, AI-readable content stand to be surfaced in the new generation of recommendation surfaces. This theme covers practical work — schema, llms.txt, content structure, data partnerships — alongside the strategic implications for destination marketing budgets.