Tourism Tech Session Recap: How to Optimise Your Google Business Profile for Local Search and AI Visibility

Google Business Profile has evolved through the years from its humble origins as pin on Google Maps to these days acting more like a mini social media profile for your business. From photos and posts to reviews and Q&As, travellers are increasingly using your Google Business Profile listing to size up your business before clicking through to your website (if they even do).

That’s why keeping your listing up to date is critical. It influences how you’re found on Google Maps, how you appear in local search results, and now, how you’re referenced by AI tools like Google’s AI Overview and ChatGPT.

In this Tourism Tech Session, we unpacked exactly how local search works, what influences your visibility, and what you can do right now to get more eyes (and bookings) from Google – whether people are searching in Maps, browsing the web, or asking AI.

What are Tourism Tech support sessions?

Our Tourism Tech Sessions are designed to support Digital Assistance members, whether you’re a direct member or a participant of one of our tourism digital capability programs. These sessions provide a space to:

• Learn the latest developments in tourism tech
• Ask questions in a safe, supportive environment
• Hear real-life examples and get practical demos
• Get the confidence to implement what you’ve learned

Missed the live session? Don’t worry!

If you’re a logged in Tourism Tribe member with a valid Digital Assistance Plan you’ll see the replay below. Login here to view the replay. If you’re not a member, this article will walk you through the key takeaways, actionable strategies, and crucial insights shared and you can get a Digital Assistance Plan to join us for our next Tourism Tech Session and ask your own questions.

What Is Google Business Profile and why it’s important for your business

Your Google Business Profile is a free listing that connects your tourism business to potential customers across Google Maps and Search. But it’s also evolved into a highly influential local marketing tool.

Your Google Business Profile influences how:

• Your business appears in Google Maps (especially when someone is nearby)
• You rank in the local map pack for searches like “kayak tour near me” or “farm stay Agnes Water”
• Your content is picked up by AI tools and assistants, thanks to reviews, photos, and structured content
• Customers form a first impression of your business, including visual and social cues

Photos, Reviews & Reactions: Google’s Social Side

During our session, we explored how Google Business Profile is looking more and more like a social platform:

• People can react to and share photos
• User-uploaded photos now appear prominently, sometimes even replacing your official images
• Reviews with photos are prioritised in Maps results, even if they’re low rated!

✅ Tip: Ask happy customers to leave a review with a photo. These images often show up first in local search results and give your listing more visual punch.

How Google Ranks Local Listings

Google uses three factors to determine which businesses show up first in local search:

1. Relevance – Does your listing match what the user is searching for?
2. Distance – How close is your business to the user’s location?
3. Prominence – How well-known and actively engaged is your business?

Prominence is influenced by:

• Review count and quality
• Engagement signals like people clicking “Get Directions” or visiting your profile
• Consistency of your business information across the web

✅ Tip: Add a Google Maps link to your pre-arrival emails to encourage customers to tap “Get Directions”. This sends a positive engagement signal to Google.

Where Google Business Profile Content Shows Up on Google

When someone searches for experiences like “boat tour in 1770,” Google displays:

• Sponsored ‘Tickets & Tours’ (via Google Things To Do integration)
• Google Ads (sponsored results)
• Local Map Pack (where Google Business Profile listings appear)
• People Also Ask (FAQs pulled from structured website content)
• Organic Search Results (your standard SEO rankings)

Your goal: show up in multiple spots to increase visibility!

Golden Rules for Local SEO Success

1. Contact Detail Consistency
   Ensure your Name, Address, and Phone Number are 100% consistent across:

• Your website (footer, contact page)
• Online directories
• Social media pages

2. Set Up Multiple Locations Properly
   If you operate in multiple locations, create separate Google Business Profiles. Don’t rely on one listing to cover multiple regions.
3. Add a Real Address (Even for Mobile Businesses)
   Use the closest verifiable address, especially for businesses like mobile surf schools or kayak hire vans. Add context and photos to your website and Google Business Profile description to explain your setup.

Categories, Products & Posts: Unlocking Google Business Profile Features

Google lets you select a primary category and multiple secondary categories – these influence which searches you show up in.

✅ Tip: Use ChatGPT to brainstorm relevant secondary categories, e.g. “eco-tour,” “guided hike,” “family-friendly activity.”

Also:

• Use the ‘products’ section for merch or physical goods (not tours!)
• List tours under ‘Tickets, Attractions, or Activities’ to increase eligibility for Google’s Things To Do carousel
• Post regularly to keep your listing fresh and active

The AI Angle: Google Business Profile and Generative Search

Google’s AI Overview and other AI search tools now pull content from high-quality, structured sources – and your Google Business Profile is a prime one.

The more complete and active your listing, the more likely AI tools will:

• Mention your business in AI-generated travel planning responses
• Use your photos, reviews, and posts to summarise what you offer
• Prioritise you in local AI search results

✅ Tip: Treat Google Business Profile like your first line of AI visibility. It’s not just a listing, it’s your AI-ready business card.

Next Steps to Improve Your Local Search Performance

Here’s what you can do this week:

• Review your Google Business Profile categories and add secondary ones
• Add or update your ‘Tickets, Attractions, or Activities’
• Post a photo and an offer or event update
• Check that your name, address and phone details match across all platforms
• Link to your Google Maps location in confirmation emails

Want help? Our team can audit your Google Business Profile, improve its AI visibility, and help you rank higher in local search. Just get in touch. If you’re a Digital Assistance Plan member your membership may include tech support in the form of Tourism Tech Sessions or the Tech Hotline where you can also get your questions answered.

FAQs