A Guide for Tourism Operators to Navigate the New World of Search

Think of Google as a key virtual shopfront, just like your website

Your Google My Business Profile is now often your first point of contact with potential customers. Covering key planning information, contact details and testimonials packed with social proof, here’s what you need to nail:

• Keep your profile fresh: Update your operating hours, seasonal information, and pricing regularly
• Encourage guests to leave Google Reviews, and reply to them promptly with a personal touch
• Upload high-quality photos to your listing that showcase your experience in different seasons
• Use Google Posts to share updates about the latest & greatest news, special offers, or behind-the-scenes insights
• Add specific tags to your profile that matter to your audience (think “wheelchair accessible” or “Mandarin-guided tours”)

Embrace social media discovery

More than 70% of TikTok’s European audience say they’re likely to book a holiday based on recommendations they’ve seen on the platform, and research from Tourism Australia reveals that nearly half of British adults (47%) are using TikTok to plan trips.

• Share authentic, high-quality photos across all platforms that reflects your unique offering
• Create fun short-form video content for Instagram Reels, TikTok, and YouTube Shorts that’s bite-sized, informative, and makes the viewer wants to share and save it
• Use location tags and relevant hashtags consistently, like #PlanMyTrip
• Monitor how influencers and content creators are talking about your attraction or accommodation online

Consider how your customer’s queries can be answered with Zero Clicks

When writing website content, structure it in a way that directly resolves common visitor questions, and allows Google to serve up your answers in its AI overviews:

• Create FAQ sections using natural language (e.g., “How much does a bungy jump cost?”, “What should I bring on a Milford Sound cruise?”). Top tip: test out some sample Google searches to see the auto-fill answers.
• Include key details like pricing, durations and locations in easily digestible formats
• Optimise for voice search by using everyday conversational keywords in your content, rather than technical lingo

Traditional SEO still matters

Even in this new AI era, search optimisation essentials are still crucial:

• Build strong backlinks from reputable NZ tourism sites, by keeping your listings updated on NewZealand.com and your Regional Tourism Organisation’s website
• Use location-specific keywords naturally in your content
• Maintain consistent and accurate information across all referral sites