AI and visitor attractions: Member questions lead to new industry insight events
Added: 07 Apr 2026
Artificial intelligence and its impact on visitor attractions emerged as one of the most discussed topics at ASVA’s recent “Insights, Strategy and Marketing Member Exchange”, with members raising a wide range of questions about how rapidly changing technology is affecting marketing, visibility and visitor behaviour.
Discussions highlighted growing uncertainty across the sector, particularly around how AI-powered search and trip-planning tools are changing the way visitors discover attractions online.
The shift towards AI
Following the session, ASVA explored wider industry thinking, including a recent article in “Tourism Review” examining the rise of “agentic commerce”, where AI tools recommend and plan travel experiences on behalf of users rather than directing them through traditional search results.
The article highlights a significant shift: attractions are no longer discovered solely through Google searches or destination websites, but are increasingly being recommended by AI systems that curate experiences automatically.
This means visibility online is no longer just about search rankings, it is about how clearly and consistently attractions present their information across the digital ecosystem.
What attractions can do now
Key practical actions identified include:
- Keep information accurate and up to date – Ensure websites, Google Business Profiles and listings clearly display opening hours, pricing and descriptions.
- Build strong reviews and reputation – Recent, high-quality reviews on platforms such as Google and TripAdvisor help AI tools identify trusted experiences.
- Be clear about your audience – Clearly describe who your attraction is for e.g. families, cultural visitors or short visits, so AI tools can match experiences to user needs.
- Maintain consistency across platforms – Information should align across websites, booking platforms and destination listings such as VisitScotland.
- Answer common visitor questions – Content explaining what visitors can expect, practical tips or suitability (such as rainy-day visits) helps AI systems understand and recommend your offer.
- Make booking simple – AI tools favour experiences that are easy to access, with clear information and straightforward booking journeys.
In short, clarity, consistency and credibility are becoming essential for remaining visible in an AI-driven booking landscape.
New ASVA Industry Insight Events
In response to strong member interest and the volume of questions raised, ASVA is now delivering two free online Industry Insight webinars designed to help attractions understand and respond to these changes.
AI Discovery Is Here – What Does That Mean for Your Attraction Online
Date: 6 May
Time: 10:30 – 11:30
Online | Free to ASVA Members
Visitor attractions have spent years building websites designed to rank well on Google, but AI-powered search tools such as ChatGPT, Google’s AI Overviews and Perplexity are increasingly answering visitor questions directly, often without sending users to websites.
In this practical session, Neil Lewin, Managing Director of Semantic, will share a clear and actionable playbook for improving visibility in AI-generated search results.
Drawing on real-world experience working with attractions including Real Mary King’s Close, Twycross Zoo, Brighton Palace Pier, Silverstone Museum and The Crystal Maze, the session will cover:
Date: 19 May
Time: 10:30 – 11:30
Online | Free to ASVA Members
This Industry Insight webinar, delivered by specialist paid media agency The Media Shop, will explore how AI is transforming paid advertising and what this means for visitor attractions across Scotland.
The session will unpack emerging AI-powered creative tools, opportunities for improving campaign performance, and the potential risks attractions should understand as platforms evolve.
Supporting members through digital change
The new webinars reflect ASVA’s commitment to helping members navigate rapid digital change with practical, sector-specific guidance.
As AI continues to reshape how visitors plan and book experiences, understanding how attractions are discovered online is becoming an essential part of marketing strategy.
Both sessions are free to ASVA members, with registration now open via the ASVA events page.