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Reddit and AI Search: What Every Tourism Business Should Know
Last updated on September 23, 2025
In this week’s Tourism Tech Session, we explored how Reddit is increasingly influencing search engine results, particularly in Google’s new AI Overviews, and what this shift means for tourism operators.
We also explained how tourism businesses can show up in Reddit search results, use the platform to increase visibility, and why it’s becoming a key part of modern Generative Engine Optimisation (GEO). If you’re a member and logged in, you’ll see the full replay below. If not, here’s what you missed!
What Are Tourism Tech Sessions?
Tourism Tribe’s Tourism Tech Sessions are twice-monthly, small group online workshops for tourism businesses who want to stay ahead of the digital curve. Each session tackles a trending topic in plain English, shows you how to use practical tools, and gives you the chance to ask questions about your own business.
They’re available to members on our Liferaft and Rapid Response Digital Assistance Plans.
Why Reddit Is Showing Up in Google’s AI Results
In 2024 and 2025, Google has increasingly prioritised Reddit threads in its search results – especially inside AI Overviews (formerly called Search Generative Experience or SGE).
Why is this happening?
- Google has invested in Reddit’s data and now indexes more of its content
- Reddit content is community-sourced, trustworthy, and written in natural language — perfect for AI summaries
- In many cases, Reddit posts are outranking tourism websites for common travel questions
That’s right — a well-upvoted Reddit post from a backpacker can appear above your official website if you’re not actively optimising your content.
Why Reddit Is Now Part of GEO (Generative Engine Optimisation)
GEO is about being visible to AI-powered search engines like ChatGPT, Perplexity, and Google’s AI Overview. (Not sure what GEO is? Learn the basics of GEO here.)
These tools don’t just scrape websites. They:
- Look for helpful, natural-language answers
- Prioritise sources that show community trust (like upvotes, shares, and comments)
- Pull from a mix of forums, review sites, blogs, and yes – Reddit
Tourism operators who want to stay visible need to go beyond their website and start showing up where conversations are happening.
How Tourism Businesses Can Use Reddit
Reddit isn’t just for memes and hobbyists – it’s full of real travel planning questions and firsthand advice. Here’s how to use it smartly:
1. Start by Lurking
- Download the Reddit app or visit reddit.com
- Search for subreddits like:
- r/Australia
- r/Queensland
- r/Backpacking
- r/Sydney
- r/TravelHacks
- Look at what people are asking about your region or type of experience
2. Join the Conversation
- Comment helpfully on posts where you can add insight NOT salesy answers
- For example, if someone asks about things to do near Agnes Water:
“We run a kayaking tour and see turtles almost every week! If you love nature, this part of Queensland is amazing. Feel free to DM if you need planning tips.”
Keep it genuine and useful, not promotional.
3. Create a Helpful Post
- Once you’re familiar with the community, consider creating a post that shares insights from a local’s perspective
- For example:
“As a tour operator in the Whitsundays, here’s what we tell guests about avoiding jellyfish season…”
Posts like this are seen as valuable by the Reddit community and by Google.
A Note on Voice and Visibility
If you post on Reddit as your business, be transparent. Mention you’re from XYZ Tours in your flair or post, but don’t overdo it. Some operators post using a personal account and simply speak “as someone who works locally.”
The goal is to be seen as:
- A helpful expert
- A local voice
- A community contributor
Final Thoughts: Be Where People Are Planning
Reddit is now part of the AI search ecosystem. If you’re ignoring it, you may be invisible in some of the fastest-growing discovery channels.
Here are some small steps you can do to get started on Reddit
- Sign up for a Reddit account
- Follow subreddits relevant to your region
- Start small — read, comment, then post when you’re ready
- Add this to your monthly content or visibility checklist
By participating in online conversations, you’re not just helping potential visitors, you’re helping your business show up in the places that matter.
FAQ
I’m not tech-savvy – is Reddit worth my time as a tourism operator?
Yes! Even if you only spend 10 minutes a month reading relevant threads and sharing helpful comments, you can increase your online visibility and build trust with future visitors.
Can I post on Reddit as my business?
You can, but it’s more effective to post as a local expert and disclose your business only when helpful. Reddit communities value transparency and discourage hard selling.
Why is Reddit showing up in Google search results more often now?
Reddit content is community-driven, conversational, and trusted – all qualities that Google’s AI Overview prioritises. Google has also signed a data licensing deal with Reddit, giving it better access to posts and discussions.
What subreddits should I follow as a tourism business?
Start with popular travel-related subreddits like r/Travel, r/Backpacking and your regional areas like r/Australia, r/Queensland. You can also search for niche ones about your local area or type of activity.
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Julia Retson
Julia is our Operations Manager, bringing sharp technical expertise and a strategic mindset to everything from website management and marketing automation to data reporting and workflow optimisation. She ensures our systems run smoothly and support both a seamless customer experience and informed business decisions. With a background in visual effects, STEM education, and graphic design, Julia has a knack for making complex tools simple to use. She holds a degree in Aerospace Engineering and qualifications in education and design. Originally from Canada, she’s travelled extensively—including a year caravanning around Australia with her young family.