● The short answer
Tourism businesses get found by being accurate and well reviewed on the platforms visitors plan with: Google Maps and Search, Apple Maps, TripAdvisor and booking platforms, and now AI assistants. Claim and complete every listing with seasonal hours and photos, connect bookable activities to Google's Things to do, earn recent reviews, publish pages that answer trip-planning questions, and get into local guides and tourism bureau content.
Key takeaways
- Visitors search in a planning phase and an in-trip phase; you need to be strong in both.
- Accurate seasonal hours and recent reviews matter more for tourism than most categories.
- Things to do on Google offers free booking links, usually via a connectivity partner.
How visitors find things to do
Visitors search in two phases. Before the trip, they plan: "things to do in Milwaukee in summer," "best kayak tour Milwaukee," "family activities Door County." During the trip, they search nearby and in the moment: "open now," "near me," directions. The first phase is driven by websites, guides, travel platforms and increasingly AI assistants. The second is driven by map listings and reviews. Tourism businesses need to be strong in both.
Reviews carry extra weight because visitors cannot rely on local word of mouth. BrightLocal's 2026 consumer survey found 74% of consumers only consider reviews from the last three months, which is a real challenge for seasonal businesses that go quiet for half the year.
The how is where we come in.
What we walk through with you, for your business:
- The tourism visibility stack
- Step by step for an attraction or tour
- Paid media for tourism
- Our take
Every business is different, so the plan is too. Tell us where you want to show up and we will show you what it takes.
Talk to usMore questions
How do seasonal businesses keep reviews fresh?
Ask every customer during the season, consistently, so the volume is high while you are open. In the off-season, reply to older reviews, post updates and next-season dates, and invite past guests to share memories. Recency still drops in winter, so a strong ask from opening day matters more for seasonal businesses.
What is Things to do on Google?
It is Google's program that shows tours, attractions and activities with ticket and booking options in Search and Maps. Operators can list inventory for free booking links, and can also run paid Things to do ads. Google recommends that most individual operators connect through an approved connectivity partner rather than integrating directly.
Sources
Want us to check this for your business?
Send us your URL. We will show you where you are found, trusted and missing across AI answers, search, maps and reviews, in plain English.
Get a free visibility check