Every month, billions of questions are being asked of AI tools like ChatGPT. People are turning to them for everything from how to cook a meal to where to spend a weekend away. That quiet, everyday behaviour marks one of the most significant changes in how people plan and make decisions.
So what does it mean when travellers choose to ask, rather than search?
At the Business Outlook Forum, I ran a demo asking ChatGPT to plan a weekend in Toronto with my daughter. I gave it a few hints about what she enjoys, and within seconds, it generated an itinerary that she would actually love.
What stood out wasn’t just the accuracy, but the sources behind it: a mix of trusted media, travel blogs, and our (DT) own content.
AI isn’t inventing stories; it’s curating them. The story it tells about Toronto depends on what the world has already said about us. It’s the content we create, the coverage we earn, and the consistency of the story we share.
These legacy and high-authority media outlets are also disproportionately recognized in the data that trains large language models, meaning their coverage feeds the broader web of information that shapes how destinations like Toronto appear in AI-generated answers.
That’s both the challenge and the opportunity.
Because every piece of earned coverage, every feature article, every broadcast mention teaches AI who we are. These stories don’t just inspire travellers; they shape the systems now deciding how travellers see us.
Our media relations work has always been about visibility and reputation. What’s changing is where that influence shows up. A story in a trusted outlet like Conde Nast Traveller or The Economist no longer reaches only the readers who see it directly. These legacy and high-authority media outlets are also disproportionately recognized in the data that trains large language models, meaning their coverage feeds the broader web of information that shapes how destinations like Toronto appear in AI-generated answers.
In other words, those earned stories have become signals of credibility. That makes the work of telling Toronto’s story through influential, authentic voices more important than ever, not just for awareness, but for accuracy, relevance, and long-term visibility in this new landscape.
AI may be rewriting the mechanics of discovery, but what drives travel hasn’t changed: curiosity, connection, and the desire to experience something real.
As we plan for 2026 and beyond, here are a few things to keep in mind:
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Think like a teacher. Everything we publish teaches AI who we are. Make sure your content, from websites to event listings, is current, clear, and consistent. If you’re unsure where to start, our Marketing Playbook provides brand and content guidelines that help align your story with Toronto’s broader voice.
- Extend your reach. AI draws from the broader web, not one site. Strengthen your presence where people are already talking: review sites, discussion threads, and social platforms that feed into AI training data, including Reddit and TripAdvisor. Encourage positive engagement, respond thoughtfully, and share credible, experience-based content.
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Champion credibility. Trusted voices carry weight that algorithms recognize. Get involved in our media relations program by participating in hosted media visits and FAMs, or by sharing story ideas with our team. You can stay informed by subscribing to our Media Opportunities Newsletter, where we share upcoming opportunities for inclusion in pitches and media visits.
AI may be rewriting the mechanics of discovery, but what drives travel hasn’t changed: curiosity, connection, and the desire to experience something real.
As a community, our role is to lead in how those stories are told and shared so that when travellers turn to AI for inspiration, the answers point them right here to Toronto.
