Ever the trendspotter, you’ve probably already spotted one of the growing trends in destination marketing: AI-powered assistants. From chatbots on meetings pages to digital concierges in event apps, destinations are getting smarter about how they deliver service and content online.
These assistants are being rolled out to enhance the on-the-ground attendee experience. Our clients, Destination Toronto and Visit Rapid City, are perfect examples of destinations choosing to use this new technology on their sites. Toronto’s intuitive AI chatbot, 6ix, helps attendees navigate the city, find restaurants, locate events and get real-time answers inside the event app. Rapid City’s AI assistant comes in the form of an adorable dinosaur, T.R.I.P. (trip resource and interactive planner), and uses the regional identity from the area’s deep connection to fossil history and nearby attractions like the Black Hills and Badlands National Park to make their digital tool fun, friendly and place-specific.
Here’s the catch: these tools aren’t just for attendees. And they’re not enough on their own.
Because when it comes to planning and experiencing a successful meeting, both planners and attendees benefit from a combination of valuable web content and real-time AI support — they just use them differently.
So, let’s KISS (Keep It Simple, Smarties): Web to win the meeting. AI to enhance the experience.
Let’s take a look at how to integrate both AI and quality web content to welcome a 360º approach to your DMO’s offerings for planners and attendees.
The Planner’s Digital Journey:
For many planners, AI answers specific questions – and web content earns trust. Planners need to make informed, often high-stakes decisions about where to host their meeting. They rely on available content support, like:
- Downloadable specs and capacity charts
- Toolkits
- Past event proof of success (i.e., case studies, etc.)
- Maps, venue & hotel locations and neighborhood context
This kind of static content isn’t outdated. It’s essential. It supports RFPs, internal approvals and sourcing decisions. But here’s where AI starts to add value: imagine a chatbot that can answer nuanced planning questions, like what local experiences have helped boost attendance for similar events? That kind of insight enhances the workflow — and builds confidence in meeting planning.
Pro Tip: Use Chat Logs to Uncover Content Gaps
AI chatbots are great listeners. When planners ask questions like, “What venues are near walkable dining options?”, that only leaves room for your content to raise its hand and say, “Hey, we’re missing something.”
Most AI chatbot platforms offer a backend where you can:
- View conversation transcripts
- Export logs to CSV or dashboard tools
- See the most common queries
- Track fallbacks (when the bot didn’t have an answer)
Over time, these chat logs become a goldmine for your marketing team. They show you exactly what planners and attendees are looking for and where your content might need a little backup.
The Attendee’s Digital Journey:
Often, for attendees, the web inspires the trip, and AI enhances the moment. Attendees crave context, convenience and relevance — in the moment. AI assistants that live inside event apps or on destination websites and microsites give attendees:
- Local suggestions
- Wayfinding to breakout sessions or group dinners
- Recommendations for free time and spousal programs
But content plays a role here, too. Attendees may want to pre-read about the destination, get packing tips or understand the sustainability ethos behind the event — all before they arrive. The right mix of static content and AI support makes the experience smoother, more engaging and more personal.
Pro Tip: Make Your Website AI-Ready for Attendees
With the launch of new tools like eventCopilot (like ChatGPT but reimagined for events), DMOs can become AI-ready content hubs and fuel the attendee experience.
- eventCopilot pulls data from websites, microsites, maps and PDFs — which means DMO sites with well-structured, meetings-ready content will have a competitive edge.
- If your content isn’t optimized (outdated hotel maps or venue information, or lack of itineraries), your destination becomes harder to promote through AI, even if you’re the host city.
And Don’t Forget…
No AI or web content can replace your organization’s sales team. We’ve been saying this for a while now: a CVB remains invaluable to meeting planners, even with the AI revolution.
A lot of AI assistants, when asked a high-context, planner-specific question, like “What venues in the city are within three blocks of a four-star hotel with 200 rooms?”, respond with character and charm, but ultimately route the user to the sales team. This isn’t a failure; it’s a strategic redirect.
Planners often ask layered, spatial and logistical questions that require local insight, updated availability or cross-department coordination. AI just isn’t equipped for that level of nuance.
And when chatbots or web content can’t solve the problem and lead planners to contact your team, that’s an opportunity. The sales team becomes the closer, the expert and the value-add that differentiates your destination.
Two Roles, Two Realities
Planners and attendees use your digital tools differently.
| PLANNERS | ATTENDEES |
| Use DMO site & sourcing tools pre-event | Use AI assistants during the event |
| Need spec sheets, maps & toolkits | Want local food, transit & recommendations |
| Rely on RFP-friendly content | Respond to real-time suggestions |
| Trust web content for decision-making | Trust AI for in-the-moment support |
| Ask high-stakes, high-context questions | Seek quick wins, personal relevance |
Together, AI assistants and web content create a cool, cohesive digital world that supports both decision-makers and experience-seekers. To DMO teams, our best advice is to invest in content that builds trust, explore AI tools that add value and always keep your sales team in the loop — because when tech hands off to humans, that’s when destinations win.
Let us help you build a digital experience strategy that supports planners and attendees and empowers your team.
