More travellers are turning to AI tools to plan their trips, discover experiences and decide where to go. But when someone asks AI for recommendations, will your tourism business show up — and what will it say?
Destination Canada has launched a new Generative AI Authority Playbook to help tourism businesses understand and improve how they appear in AI-generated recommendations.
Building on its first playbook released in November 2025, the new guide looks beyond your website to the other sources AI relies on, including online reviews, travel blogs, listings and social platforms.
The free guide offers practical steps to help businesses:
- Get noticed: Understand when and how AI recommends your business.
- Build credibility: Identify the online sources AI trusts and correct outdated or inaccurate information.
- Stay consistent: Make sure your business is described accurately across different platforms.
- Track visibility: Learn how to measure whether AI is mentioning and recommending your business.
Yukon Represented at IMPACT Atlantic Canada
The playbook was launched at the IMPACT Atlantic Canada Regional Event in St. John’s, which brings together tourism leaders to explore sustainability, innovation and the future of tourism.
The Yukon is represented at the event by TIA Yukon Board Chair Ben Ryan, who is speaking on behalf of Air North and also serves on Destination Canada’s Board of Directors, and by the Klondike Visitors Association Executive Director, Ricky Mawunganidze, both of whom are speaking on panels.
Explore the Free Resources
Destination Canada’s Canadian Tourism Data Collective offers three free resources to help businesses get started or build on their AI visibility:
- 10-Step Getting Started with GEO Checklist
- Generative AI Search Playbook
- Generative AI Authority Playbook
