Being found with AI search

Where Google is all about lists, AI is all about recommendations. Not ten blue links, but a concrete answer often including a few relevant suggestions. And that's exactly where the opportunity lies. Anyone who wants to be found well in AI search today should prepare their content for recommendation, not just ranking.

For the tourism industry, this means an extra incentive to create informative, specific and, above all, useful content. Because AI tools scan for content, intent and relevance. They filter out marketing language and give preference to objective, helpful texts that match concrete questions.

Think about: "What are quiet holiday destinations in the Netherlands for families with young children?" or "Which Dutch nature reserves are easily accessible by train?".

Several studies show that artificial intelligence has become a permanent fixture in travellers' search and booking process. According to research by Daccle Research, 39% of Dutch people now use AI when searching for a holiday, especially for inspiration and putting together a trip. Generation Z in particular is leading the way in this regard. Interestingly, almost 90% believe AI offers more personalised travel advice than traditional travel websites.

As with SEO before, AI findability is also about laying a solid foundation: clear technology, content authority and strong content. But there is a layer on top. Namely, content needs to be usable by AI. Not too general, not too woolly, and preferably written in answer form.

Tip 1: Write as if you are answering a question

AI tools love immediacy. Content written in response to a concrete question is more easily recognised and selected.

Example:

Not: "Discover our versatile province."
Well: "What are beautiful hiking areas in Drenthe for peace seekers?"

As a destination, make sure you answer questions your target audience didn't even realise it had yet but is asking ChatGPT.

Tip 2: Be extremely specific

Many destinations write in broad terms: nature, culture, good food. But AI can only do something with details. So name exactly what you offer:

• "Drenthe hiking trails with overnight accommodation in a treehouse."
• "Cycling past dolmens and stopping at organic local shops."

That nuance gives your content a better chance of being recognised as relevant by a language model.

Right now, AI tools mainly call business providers. From consultants to software companies. Not because they optimise specifically for AI, but because their content is often substantive and consultative.

For tourism, this means: learn from the B2B approach. Publish guides, choice guides, step-by-step plans. Show that you don't just 'sell', but help. For example:

• "Which region in the Netherlands is most suitable for a sustainable group trip?"
• "What are child-friendly activities in the Achterhoek region for a week in the autumn holidays?"

Create guides with titles like: 'Plan your perfect walking holiday in summer: five routes through Drenthe with catering along the way.'

AI does not read texts like we do. It scans. It looks for bite-sized chunks that are immediately reusable. So structure is more important than ever. You can create this structure with:

• Question headings
• Short paragraphs
• Lots of lists, roadmaps or 'top 5' overviews

What does this look like?

For example: Top 3 hiking routes in Limburg for those looking for tranquillity

1. Brunsummerheide: The largest heathland area in Limburg.
2. Geul Valley Route near Epen: This route runs along the course of the winding Geul.
3. National Park De Meinweg: With a chance of wild boar and vast fens.

Make sure your content is literally quotable. Because when AI can copy and paste, you become the source.

AI does not trust you because you yourself say you are good. It trusts you because others do. Publicity and external endorsements make you more credible, also for AI.

How to make sure you are appointable:

• Get your destination or organisation mentioned in guest blogs, guides or relevant platforms.
• Collaborate with influencers or trade media who mention your content or location.
• Subscribe to overviews such as "the most beautiful hiking routes in the Netherlands" or "sustainable holiday tips from travel bloggers".

We go from Search Engine Optimisation to People Experience Optimisation. Because AI does not ask us to optimise for an algorithm, but for real people asking real questions.

In the tourism sector, we have an advantage. We offer real experiences, in the real world. By making our stories more specific, actionable and visible, we ensure that AI passes on those stories.

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