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AI-First Digital Visibility

AI-first digital visibility strategy and roadmap for a state tourism organisation

A discovery that showed why a tourism brand was losing visibility as travellers shift to AI-led search, and a phased roadmap to make its content discoverable, citable and scalable.

SectorTourism
ClientState tourism organisation
RoleAdobe Solution Architect and Tech Lead
PeriodDec 2025 - Present
EmployerAnchora
201020122014201620182020202220242026
Outcomes at a glance

The numbers

4phase roadmap: Quick Wins, Discoverable, Citable, Scalable
10quick wins identified with low impact on the current architecture
5domains: performance, crawlability, understandability, accessibility, process
2032horizon for capturing AI-driven tourism demand
The challenge

Where it started

  • Declining organic visibility in a changing search landscape
  • Limited discoverability across LLMs such as ChatGPT and Gemini
  • A single-page application (SPA) architecture restricting AI crawlability
  • No structured, AI-ready content framework
  • Reduced referral traffic to tourism operators
Approach

How it was delivered

  1. 1Phase 0

    Quick Wins

    10 quick wins resolved with low impact on the current architecture, across 5 domains.

  2. 2Phase 1

    Discoverable

    Assess crawlability, performance and SEO gaps; Core Web Vitals and architectural constraints; platform readiness for AI indexing.

  3. 3Phase 2

    Citable

    SSR/SSG architecture direction; structured content in AEM with schema and metadata; platform and infrastructure evolution.

  4. 4Phase 3

    Scalable

    Validate AI crawlability and generative search readiness; performance optimisation strategy; ongoing monitoring and enhancement model.

What was delivered

Scope and deliverables

  • Discovery assessment of AI-led travel discovery and its impact on the brand
  • Opportunity definition: reposition the client as an AI-discoverable destination authority
  • Four-phase roadmap balancing speed, value and risk
  • Target state for AI systems to crawl, understand and cite the client's content
Architecture view

How the pieces connect

Architecture view: Tourism website (AEM + React SPA) connected to AI crawlers, LLM answers (ChatGPT, Gemini), Search engines, Structured data (JSON-LD), llms.txt, Core Web Vitals, Tourism operatorsTourism website(AEM + ReactSPA)AI crawlersLLM answers (ChatGPT, Gemini)Search enginesStructured data (JSON-LD)llms.txtCore Web VitalsTourism operators

Simplified view of the main platform and the systems it connects to.

The result

Outcomes

  • A clear opportunity to move from declining performance to sustainable growth
  • A phased path from a legacy SPA to an AI-optimised architecture
  • Content engineered for LLM ingestion and citation
  • Performance treated as a strategic growth lever, anchored in multi-year investment thinking
Technologies

Platforms and tools

Adobe Experience ManagerReactJSON-LD and schema.orgllms.txtCore Web VitalsSSR and SSG
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