SEO for AI: Positioning your tourism business on ChatGPT

For years, the online visibility of tourism businesses has revolved around a single axis: Google. Ranking for specific keywords was (and still is) essential to capture demand, generate traffic, and increase direct bookings. However, traveller behaviour is evolving rapidly. More and more users are asking their questions directly to artificial intelligence tools such as ChatGPT, seeking clear, contextualised answers tailored to their specific situation.

This shift does not eliminate traditional SEO, but it does expand it. A new scenario emerges in which content must not only rank, but also be understood, selected, and reused by AI. This is where what is now known as AI SEO comes into play: AEO (Answer Engine Optimization) or GEO (Generative Engine Optimization).

In this in-depth post, we explain—from a practical perspective applied to tourism—how to adapt your content strategy to increase the chances of your tourism business appearing in ChatGPT’s answers, combining SEO, inbound marketing, and real knowledge of the traveller.

What it means (and what it doesn’t mean) to rank in ChatGPT

First, it’s important to clarify a key point: ChatGPT does not work like a traditional search engine. It does not display ranked results or visible links. Its role is to generate answers based on information it considers reliable, relevant, and well structured.

To do so, it relies on:

• High-quality public content
• Specialised sources with topical authority
• Contextual, well-explained information
• In web-connected versions, up-to-date and verified sources

This means that ChatGPT does not “reward” SEO tricks, but rather content that clearly and thoroughly solves real questions. If your website explains better than anyone else where to stay in a specific area, for a specific traveller profile and with practical criteria, you are far more likely for the AI to use that content as a reference.

OpenAI explains this process transparently in its official documentation on how to position content in ChatGPT.

From classic SEO to AI SEO: a necessary shift in focus

AI SEO does not replace traditional SEO; it takes it one step further. While classic SEO has historically focused on keywords, links, and technical aspects, AI SEO prioritises search intent and the quality of the answer.

In tourism, this shift feels natural. Travellers don’t simply search for “hotel + destination”; they look for answers to very specific questions:

• What is the best area to stay in if I’m travelling with children?
• Which hotel is best for a quiet couples’ getaway?
• Where should I stay if I’m looking for sustainable tourism and nature?

Google has been moving in this direction for some time with its concept of “helpful content,” which remains fully valid for AI.

The difference is that now we’re not just writing to appear in a list, but so our content can be reused directly as an answer.

Content designed for real traveller questions

One of the pillars of SEO for ChatGPT is moving away from generic content and starting to create conversational content, aligned with how people actually ask questions.

A very clear example in tourism:

• Generic content: “Rural hotel in Navarra”
• AI-optimised content: “Where to stay in Navarra if you’re travelling with children and looking for nature”

The second approach aligns much better with how a user phrases a question to ChatGPT. It also allows for richer content, with context, practical recommendations, and real differentiation.

Tools such as Answer The Public or AlsoAsked help identify these questions, but in tourism there is an even more powerful source: your customers’ real questions. Emails, calls, WhatsApp messages, or front-desk enquiries are the perfect foundation for content that connects with AI because it first connects with people.

Structure, clarity, and natural language: keys for AI understanding

Artificial intelligence needs to clearly understand context in order to use it. That’s why structure and writing are essential. Well-organised texts, with clear introductions, coherent subheadings, and well-developed paragraphs, facilitate both human reading and AI interpretation.

Language should be natural, approachable, and explanatory. Writing the way we speak—without unnecessary jargon—fits much better with the conversational logic of ChatGPT. This approach aligns with the evolution of search toward direct-answer systems and generative engines, a trend widely analysed by specialised media such as Search Engine Journal.

Topical authority: why specialisation matters more than ever

ChatGPT does not select just any content. It prioritises sources that demonstrate experience, expertise, and topical coherence. In tourism, this represents a major advantage for businesses well positioned within their niche.

A rural hotel that consistently publishes content about its natural surroundings, hiking routes, seasons, and traveller types is building authority. A campsite that focuses on family tourism, sustainability, and outdoor experiences reinforces its specialisation. This coherence is key for AI to identify a website as a reference.

This approach directly connects with the concept of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), which remains a cornerstone for both Google and AI systems.

Local context, data, and real experience: tourism’s greatest differentiator

If there’s one thing AI values highly, it’s context. In tourism, local context is a strategic asset. Content that explains specific areas, recommended seasons, distances, climate, regulations, or traveller profiles is far more likely to be used as a reference.

For example, an article explaining which area of a destination is best depending on the type of trip (families, couples, weekend getaways) provides enormous value compared to generic content. This is where real tourism business knowledge makes the difference: AI can generate text, but it doesn’t live the experience.

Strengthen your presence in sources AI considers trustworthy

ChatGPT draws from multiple sources: specialised websites, high-quality blogs, industry media, and public documentation. That’s why building a strong digital presence beyond your own website is essential.

Being cited in industry media, contributing to specialised blogs, or creating reference content increases the likelihood that AI will consider you a valid source. In this sense, off-page SEO and content strategy remain fundamental—now with a more strategic and less tactical focus.

Use ChatGPT as an ally in your content strategy

Rather than seeing it as a threat, ChatGPT can be a powerful ally for tourism marketing teams. It can help identify content gaps, improve clarity, or uncover new long-tail questions related to your destination or traveller profile.

That said, the key is not to delegate the strategy. AI supports the process, but knowledge of the customer, the destination, and the business remains irreplaceable.

AI SEO is a strategic opportunity for tourism

SEO for ChatGPT is not about tricks or magic formulas. It’s about returning to the essence of tourism marketing: understanding the traveller and offering the best possible answer at the right moment.

Tourism businesses that invest in specialised, useful content grounded in real experience will be better positioned not only on Google, but also within search environments powered by artificial intelligence.

At Asiri Marketing, we’ve been working with this philosophy for years through inbound tourism marketing, and today it makes more sense than ever. The visibility of the future is built on strategy, content, and consistency. And the best time to start is now.