AI discovery is here - what does that mean for your attraction online?
Broadcast On 06/05/2026
This Industry Insight webinar explored how AI-powered search tools such as ChatGPT, Google’s AI Overviews and Perplexity are changing the way visitors discover attractions online, often answering queries directly without directing users to attraction websites. Neil Lewin, Managing Director of Semantic, explained how this shift is already impacting organic website traffic for visitor attractions and outlined practical steps organisations can take to improve their visibility in AI-generated search results.
Neil shared a clear and practical playbook tailored specifically to the visitor attraction sector. The session covered how AI search works, why many existing websites struggle to appear in AI-driven answers, and the key content and structural changes attractions can make to improve discoverability.
Attendees also received a simple audit framework to assess their own websites, along with straightforward, jargon-free tactics they could implement immediately. The webinar was relevant for organisations of all sizes, from small heritage sites to large multi-venue operations, and focused on realistic, actionable approaches for the sector.