Just like we ignored TikTok for a while and hoped it would go away and it didn't, we've accepted that AI is here to stay and we need to our tourism businesses and days out to be visible. A Q&A with Catherine Warrilow, founder of The Plot, on why AI search is a commercial risk for visitor attractions right now - and why it’s easier than you might think to educate the LLMs that are speaking to customers on your behalf. When there's a conversation happening about your attraction, experience or...

Every year, around the end of May, as visitor attractions we all take a sharp intake of breath as we realise the school summer holidays are just 6 weeks away. The whole team goes into 100% operational mode. Heads down. All hands on deck. The summer is coming, the visitor numbers are building, and there is literally no time to think about anything other than getting through the day. And then it's September. And someone, usually in a meeting, usually slightly frustrated says: "We really need...

AI thought starters for visitor attractions When I first wrote this, AI was the clever assistant you had quietly working in the back office - drafting your captions, crunching your reviews, saving you a Tuesday afternoon. But my gosh, it’s moving fast - too fast to keep documenting every opportunity as it evolves, so here is a snapshot from my perspective as a marketer for visitor attractions in 2026. The biggest change isn't what you can do with AI for visitor attractions when it comes to...