AI SEO · GEO · Destinations & tourism institutions
Every day more travelers ask ChatGPT, Perplexity, Gemini or Copilot what to visit, when to travel or which experiences to live in a destination. The key is that AI cites your official narrative — not scattered, outdated or confusing sources.
The real problem
AI doesn't return a list of links: it generates a synthetic answer based on a few sources. The order in which it cites them — and which sources it picks — defines which narrative reaches the traveler.
Without GEO work
Traveler asks: "what to visit in [your destination] this weekend?"
Result: the traveler gets a scattered, possibly wrong recommendation, and the destination's official source doesn't even appear.
With an active GEO plan
Same question, different answer:
Result: the official narrative arrives first, information is up to date, and the destination brand controls how the story is told.
GEO (Generative Engine Optimization) works exactly on that: when AI builds its answer, it should find, understand and prioritize your official sources.
What we work on
Real traveler prompts against ChatGPT, Perplexity, Gemini and Copilot. We record when they cite you, when they cite competing destinations, and when they cite OTAs/blogs.
llms.txt, robots.txt, sitemap, Schema.org (TouristDestination, TouristAttraction, Event, LocalBusiness), Open Graph, hreflang, multilingual setup.
Which sources (Wikipedia, Wikidata, Wikivoyage, official media, specialized guides) cite you. We map gaps vs competing destinations.
How AI describes your destination, which attributes it associates, which topics it reinforces and where biases or outdated information appear.
Multi-language analysis in key source markets (ES/EN/FR/DE) for international promotion.
Quick wins (0-30 days) + strategic actions (30-90 days) coordinated with your destination marketing plan.
Who we work for
Each level of destination brand has its own AI visibility battle. We adapt the GEO plan to your governance model and your source markets.
When a traveler asks ChatGPT "what to visit in {region}" or "best time for…", make sure the destination's official narrative arrives before scattered sources, outdated blogs or unofficial agendas.
Typical traveler prompts
Strategic lever
More traffic to the official destination website and reinforcement of the institutional narrative.
Show up when a traveler asks "what to do in {city} this weekend". Be the official source cited by AI, not just any blog.
Typical traveler prompts
Strategic lever
Drive travelers to your official agenda, your own events and local experiences.
Camino de Santiago, wine tourism, active tourism, gastronomy, MICE… Position your product in the AI answer when the traveler defines their motivation, not their destination.
Typical traveler prompts
Strategic lever
Capture the traveler at the inspiration stage and channel them into your official ecosystem.
Pueblos Mágicos, Heritage Cities, Biosphere Reserves, Slow Cities… AI engines increasingly recommend collections. Position both the network brand and its members.
Typical traveler prompts
Strategic lever
Coordinated awareness for the network + spillover traffic to each member.
How AI engines cite you across languages and source markets. Multilingual audit (es/en/fr/de) and GEO plan with hreflang and international topical authority.
Typical traveler prompts
Strategic lever
Reinforce the country / region brand across key source markets.
Position the institutional voice when AI talks about tourism policy, sustainability, sector data or aid programs. Make AI cite your official source, not third parties.
Typical traveler prompts
Strategic lever
Reinforced institutional authority and controlled official message.
AI SEO — also known as GEO (Generative Engine Optimization) — is the set of techniques that make a destination be cited in the answers of AI search engines: ChatGPT, Perplexity, Gemini, Copilot or Google's AI Overviews.
When a traveler asks "what's the best inland destination in Spain for October?" or "alternatives to Costa Brava without overcrowding", AI doesn't return a list of links: it generates a synthetic recommendation citing a few destinations. Being inside that answer is the new first position.
For a DMO, tourism board or public tourism body, GEO is strategic: it reinforces the official narrative as the primary source, ensures the information reaching travelers is up to date and keeps the institution as the reference voice of the destination.
GEO isn't just about showing up. It's about governing your information —your official website, your structured data, your sources— so AI engines understand you, prioritize you and tell your destination's story the way you want. Whoever governs their information controls how AI represents them; whoever doesn't, lets it be defined by scattered, outdated or third-party sources.
Your governed information
AI engines
How AI cites you
For an inland getaway in October, [your destination] stands out: wine tourism, seasonal cuisine and easy routes from the capital.
We run typical traveler prompts ("what to visit in…", "best time for…", "alternative to…") against ChatGPT, Perplexity, Gemini and Copilot.
We review llms.txt, robots, sitemap, Schema.org (TouristDestination, TouristAttraction, Event), Open Graph, hreflang and topical authority.
We compare your AI visibility with competing destinations and detect citation gaps you can occupy.
Recommendations prioritized by impact and effort, focused on institutional content and open data.
Measurement · AI visibility
Optimizing isn't enough — you have to measure. At Growtur we've built our own AI visibility tracking system that combines behavioral data (Google Analytics 4) with signals GA4 doesn't see.
We detect and log real visits coming from ChatGPT, Perplexity, Gemini, Copilot, Claude and other assistants. We know which engine cites you, which pages get that traffic and how it evolves over time.
We record every visit from AI indexing bots (GPTBot, PerplexityBot, ClaudeBot, OAI-SearchBot, Google-Extended…). GA4 filters them out; we don't. It's the most direct signal of whether your content is being learned by each model.
On top of our own layer we run GA4 with a custom dimension per AI engine. We see sessions, engagement, time on page and conversions (forms, scan, contact) segmented by ChatGPT, Perplexity, Gemini, etc.
All tracking lives in an internal Growtur dashboard designed to manage multiple brands and destinations. Clients whose GEO we operate plug into this same system.
GEO without measurement is faith. With this layer you move from “I think AI cites me” to “I know which engine drives visits, to which pages, with what intent, and which bots index my content each week.” It's the only way to make data-driven decisions about your AI presence.
Proprietary Growtur system. Privacy-respecting: IPs are stored hashed, with no visitor identification.
Two doors, same product
A tourism board doesn't buy like an SMB. That's why we offer two entry doors to the same AI SEO and GEO work.
Door A · Diagnostic audit
Useful for technical teams, local offices, tourism products and bodies that want to start by seeing concrete data on how AI engines cite them.
Our own GEO analysis engine, specialized in tourism product. It analyzes live how ChatGPT, Perplexity, Gemini and Copilot cite you.
Door B · Institutional briefing
Designed for DMOs, tourism boards, ministries and regional bodies that contract via formal procedures. A working session with the Growtur team to understand your governance, source markets and priorities, and build a technical proposal and budget adapted to them.
We reply within 48 working hours.
AI SEO (Generative Engine Optimization, GEO) is the discipline of optimizing a destination's presence in generative AI search engines such as ChatGPT, Perplexity, Gemini or Copilot. Unlike classic SEO, it's not about appearing in a list of links but about being cited inside the answer the AI generates for the traveler.
A growing share of inspirational travel searches is shifting to AI assistants. If your destination doesn't appear in those answers, or if it's described by outdated third-party sources, you lose control over the official narrative and awareness against competitors. GEO rewards arriving early: AI engines quickly consolidate their trusted sources.
Yes. The audit adapts to each level: country brand, regional brand, city brand, network of towns or transversal tourism product (wine, MICE, active tourism…). In all cases the goal is the same: appearing in the AI answer when the traveler asks for a recommendation.
Yes. We audit the main AI engines in Spanish, English, French and German by default, and can extend to other languages depending on the destination's priority source markets.
We analyze how four AI engines recommend your destination, review the technical signals (llms.txt, robots, sitemap, schema.org structured data, hreflang, Open Graph, content architecture) and deliver an activation plan with quick wins and strategic recommendations.
For DMOs, tourism boards, ministries and regional bodies we also offer an institutional briefing as an entry point. We work on a project basis adapted to your procurement procedure, with a technical proposal and detailed budget.
We work exclusively with destinations, institutions and tourism companies. We combine tourism marketing expertise, data and generative models to design AI visibility strategies connected to destination promotion, not just web traffic.
Both, and in that order. The first report is generated by our own live engine: a tool we constantly improve with each tourism sector project. It also includes filters that can trigger a human review by our team, which we complete within a maximum of 24 h. We combine the speed of the tool with the judgment of people who understand tourism product.
Are you a tourism company (hotel, apartment, restaurant, agency, school)? Go to AI SEO audit for companies.