Introducing the Generative AI Search Playbook
Published December 8, 2025 | Environment, Energy and Climate Action
Generative AI is transforming how travelers find inspiration, plan trips, and choose experiences. Instead of browsing links, people now receive AI-generated answers—making trusted, structured content essential.
To help tourism operators adapt, Destination Canada created the Generative AI Search Playbook—a practical guide to understanding generative-engine optimization (GEO), why it matters, and how to prepare for AI-driven search.
The playbook explains factors influencing AI travel recommendations and offers strategies to keep your business visible. It includes checklists and actionable steps to strengthen your online presence and align content with visitor expectations.