Google AI Overviews are now available in France. For tourism professionals, this development is changing how travelers plan trips, compare offers, and choose destinations. Google can display an AI-generated summary before the standard search results. I propose a concrete method to make your content more useful and visible, without claiming that any technique can guarantee citation.

In short

Google now responds before displaying all links

Google has announced the launch in France of AI Overviews, also known as AI Overviews, as well as AI Mode on July 22, 2026. AI Overviews can present a concise answer to certain searches, accompanied by links to explore the sources and delve deeper into the subject.

According to the official announcement from Google France, these experiments are designed to address more complex questions and facilitate web exploration. They do not systematically replace traditional search results: their display depends on the query and the estimated usefulness of the generated answer.

According to the press, this arrival also presents a challenge for publishers and websites that rely on organic search engine optimization (SEO). As Le Monde reports, the answers can appear above traditional links, fueling concerns about a potential decrease in clicks to the source sites.

I want to be very clear on this point: no one knows a formula to force Google to include a page in an AI Preview. Google does not publish a list of criteria guaranteeing selection. However, the company has issued several official recommendations to help sites remain eligible and improve their overall visibility in generative search.

Google AI Overviews are forcing tourism professionals to transform their field expertise into reliable, accurate content that is directly useful to travelers.

What this changes for tourism professionals

Tourism is directly affected because planning a trip involves complex questions. A user no longer simply searches for "hotel Lisbon." They might ask which neighborhood to choose in Lisbon for a stay with two children, without a car, on a specific budget, and with activities within walking distance.

A travel agency might encounter searches about the best time to travel, formalities, choosing a tour, or the differences between two destinations. A hotel might appear in searches related to a specific neighborhood, type of clientele, or particular needs. A tourist office might answer questions about weather, accessibility, transportation, or the length of a stay.

For me, the main change is this: tourism professionals should no longer just focus on positioning their commercial pages. They must transform their local knowledge into useful editorial responses.

A hotel with in-depth knowledge of its neighborhood possesses information that major platforms don't always present with the same accuracy. A specialized agency has feedback on routes, connections, and client expectations. A tourist office holds local data, maps, calendars, and practical information that are difficult to replicate.

It's this expertise that needs to be showcased on the site. I can't guarantee it will automatically lead to a mention in Google AI Overviews. However, I can say it makes the content more useful, more distinctive, and more aligned with Google's recommendations.

AI insights: Tourism professionals must now adapt their SEO strategy to the new Google search.

The eight actions I recommend to tourism stakeholders

1. Gather the real questions from customers

I would start by interviewing the people who speak to travellers on a daily basis: agency advisors, receptionists, guides, sales teams, community managers and reservation services.

The questions asked by customers provide far more interesting editorial material than a list of generic keywords. They reveal the hesitations, constraints, and decisions that travelers actually have to make.

A hotel might ask questions like, "Can we come without a car?", "Which neighborhood is the quietest?", or "Which rooms are suitable for a family?". A travel agency might ask about formalities, daily budget, seasons, insurance, or the pace of a tour.

I would then classify these questions according to their proximity to a business decision: choosing a destination, booking accommodation, comparing two offers, preparing for a departure, or solving a specific problem.

2. Respond quickly, then add the nuances

A useful page should provide an initial answer right from the start. The reader shouldn't have to scroll through several screens before grasping the essential information.

For a search like "Where to stay in Bordeaux without a car?", I would start by indicating the most convenient areas, their main differences, and the types of travelers they suit. I would then detail transportation options, distances, price ranges, and any potential limitations.

This organization is not an officially recognized trick for getting cited in Google AI Overviews. It is primarily a good editorial practice: a quick response facilitates understanding, while subsequent developments help avoid oversimplification.

In tourism, these nuances are essential. A recommendation may vary depending on the season, the age of the travelers, their mobility, their budget, or the presence of children.

3. Create content that platforms cannot easily copy

Google recommends producing unique, useful content based on genuine expertise. For a tourism professional, this means going beyond the information already available on dozens of websites.

A hotel can publish a photographic route between the train station and its establishment, a detailed comparison of its room categories, or personal recommendations from its staff. A travel agency can detail the differences observed between two routes, common mistakes, or the actual budget incurred on the ground.

A tourist office can offer a unique map, verified accessibility information, a program adapted to the weather, or an itinerary developed with local partners. An activity provider can explain the difficulty levels, necessary equipment, and conditions under which an activity must be postponed.

For InfosTourisme.com, I would prioritize interviews, methodical comparisons, tool tests, document analyses, public figures and operational consequences for tourism businesses.

4. Prove the information that may change

Tourist information becomes outdated quickly. An air route may be cancelled, a formality changed, a price revised, or public funding discontinued.

All sensitive information must be linked to an identifiable source and accompanied by a verification date. When a page deals with regulations, taxes, transportation, health, or entry requirements, I would prioritize official sources.

I would also distinguish between facts and recommendations. Stating that a train runs at a specific time is a verifiable fact. Stating that a neighborhood is the most pleasant for a family is more of an opinion, which must be explained by concrete criteria.

This rigorous approach does not guarantee a citation by Google. However, it protects the reader's trust and the credibility of the company publishing the content.

5. Clearly identify the author and their method

I advise against anonymous travel guides. The reader should be able to understand who wrote the article, what experience that person has, and how the information was verified.

For a hotel, the guide may be signed by a member of the reception team or by management. For a travel agency, it may be written or reviewed by a destination specialist. For a tourist office, the content may specify the local partners consulted.

Google recommends creating trustworthy content, primarily aimed at people, and offering real value. Its documentation specifically encourages publishers to consider the author, the production method, and the reason for publishing the content.

A transparent biography does not automatically grant access to AI Insights. However, it does help build trust and demonstrate that the content is based on identifiable editorial responsibility.

6. Maintain the technical fundamentals of SEO

According to Google Search Central's AI features documentation, a page must be indexed and eligible to display a snippet in Google Search in order to appear in generative experiments.

Google also clarifies that no new files, special tags, or AI Preview-specific markup are required. The search engine relies on its existing index and search systems.

I would therefore check the following:

the page is accessible to Google's robots;
it is not blocked by an indexing directive;
its canonical URL is consistent;
its main content is available in HTML;
it is correctly linked to the rest of the site;
It displays correctly on mobile;
Structured data corresponds to visible content;
Technical errors are tracked in Google Search Console.

These controls do not allow you to command an appearance in an AI Preview. Their main purpose is to prevent a technical problem from preventing Google from discovering, indexing, or understanding the page.

7. Organize the site around topics you have mastered

I prefer a site recognized for a few strong areas of expertise to a site that publishes superficially on all travel topics.

A travel agency specializing in Japan can build a coherent set of content on seasons, itineraries, transportation, budgets, accommodations, and traveler profiles. A mountain hotel can develop expertise on activities, access, weather, amenities, and the needs of families.

For InfosTourisme.com, the main editorial themes could focus on artificial intelligence, tourism marketing, distribution, hotels, travel agencies, technological tools and regulations.

Internal linking should follow the reader's logic. A main article can introduce the topic, then link to more specific guides. Links should not be added mechanically: each one should help the professional to explore a decision in greater depth.

8. Measure visibility and business results

An appearance in a generated response is only valuable if it contributes to a real objective: awareness, booking, quote request, subscription, download or contact.

In June 2026, Google announced a performance report dedicated to generative features in Search Console. This report provides views specifically for impressions associated with AI Overviews and AI Mode. Its availability may depend on the property and accessible data.

I would also track searches containing the brand name, conversions from organic search, quote requests, direct bookings, subscriptions, and pages that gain impressions without a corresponding increase in clicks.

This analysis is important because a generated response can produce visibility without immediately resulting in a visit. Traffic remains a key metric, but it should no longer be the only one.

What content should be produced based on the tourism activity?

Job	Questions to be addressed	High value-added content	Action expected
Independent hotel	Where to sleep, how to get there, which room to choose, what to do nearby?	Neighborhood guides, detailed directions, room comparisons, reception advice	Direct booking
Travel agency	When to leave, which route to choose, what formalities to expect?	Tested itineraries, circuit comparisons, budgets, expert advice	Request for a quote
TOURIST OFFICE	What to do depending on the duration, weather, season or visitor profile?	Routes, maps, verified calendars, accessibility data	Consulting the local offer
Tour operator	Which offer suits the traveler, and what are the differences between two tours?	Transparent comparisons, comfort levels, paces, commitments and limits	Connecting or booking
Camping	What location or accommodation should I choose, and what amenities are available?	Accommodation comparisons, maps, advice by profile and seasonal information	Direct booking
Activity provider	Which activity should you choose based on age, skill level, or weather?	Difficulty levels, equipment, safety, postponement conditions	Booking a time slot
B2B tourism media	Which tool to choose, which rule to apply, which trend to anticipate?	Tests, interviews, studies, comparisons and industry analyses	Subscription or contact

What Google actually recommends

Google presents optimizing for its generative features as a continuation of SEO. In its official guide to generative search, the company recommends maintaining technical fundamentals, publishing unique and useful content, and avoiding artificial tactics.

Google specifically states that an llms.txt file, special markup, or a new format designed solely for generative engines is not required to appear in Google Search. Structured data remains useful for certain rich results, but it is not a specific requirement for AI Insights.

Google also advises against searching for artificial mentions or creating excessive generic content. The company clarifies that its generative features rely on its ranking and anti-spam systems.

Finally, Google reiterates that the use of artificial intelligence tools is not prohibited per se. However, the mass creation of pages with no added value may violate its rules regarding large-scale content abuse. This position is detailed in its documentation on the use of AI-generated content.

Questions that professionals are asking themselves

Can we guarantee an appearance in Google AI Overviews?

No. Google decides when an AI Preview is displayed and which sources are suggested. No consultant, tool, or publisher can guarantee a citation. A serious methodology should discuss eligibility, quality, and potential visibility, never guaranteed results.

Do I need to create an llms.txt file?

Not for use in Google Search's generative features. Google officially states that it does not use this type of file as special markup for its AI experiments. A publisher may have other reasons for testing this format, but it should not present it as a Google requirement.

Is GEO replacing SEO?

No, according to Google. The terms GEO, for Generative Engine Optimization, and AEO, for Answer Engine Optimization, are used in the industry. However, Google considers the optimization of its generative features to be a component of SEO, as these rely on its index and search systems.

Do structured data guarantee a citation?

No. Google explains that no special structured markup is required for its generative features. Structured data can help make a page eligible for certain rich results, but it doesn't guarantee an appearance in an AI Preview.

Can an article written with artificial intelligence be published?

Yes, provided the result offers real value and complies with Google's rules. The tool used isn't the only criterion. Accuracy, originality, verification, usefulness, and editorial responsibility are paramount. Publishing hundreds of generic, value-laden pages, on the other hand, represents a risk.

The specific case of an independent hotel in Annecy

Let's take the example of an independent hotel located in Annecy. Positioning itself solely on "hotel Annecy" forces it to compete with booking platforms, comparison sites, hotel groups and numerous establishments.

I would naturally maintain a sales page optimized for this search. But I would also develop content that reflects travelers' actual decisions:

Where to stay in Annecy without a car?
Which neighborhood should I choose in Annecy with children?
How to get to Annecy from Geneva airport?
What to do in Annecy when it rains?
How many days should I plan to spend exploring Annecy?

For the first question, the hotel could compare the historic center, the train station area, and the neighborhoods near the lake. The guide would specify walking distances, public transport lines, parking difficulties, and the advantages of each area based on the traveler's profile.

The establishment could add a map created by its team, original photos, reception tips, and links to official transport information. It would then present its own location transparently, without claiming to be suitable for all travelers.

This content would be genuinely useful before booking. It wouldn't be created solely to place the hotel's name on an extra page. It would help travelers make a decision and could attract a more qualified audience.

I can't say for sure that Google would select this guide for an AI Preview. However, this page would meet the essential recommendations: original information, local expertise, practical usefulness, verifiable sources, and an accessible structure.

What needs to be put in place starting this week

Collect twenty questions actually asked by customers.
Choose five questions directly related to a decision or a booking.
Check what the pages that are already ranked actually contribute.
Identify missing, inaccurate or outdated information.
Produce a response based on the company's experience.
Add original data, photos, maps, or examples.
Cite official sources and date sensitive information.
Clearly identify the author and the verification method.
Check the indexing and the main technical elements.
Link each piece of content to a measurable business action.

I don't recommend writing to artificially entice an AI. I recommend building the best possible resource for a question your customers are actually asking. It's more demanding than simple keyword optimization, but it's also more beneficial for the business.

Tourism professionals must become their own sources

Google AI Overviews don't make SEO obsolete. They reinforce the importance of content that can accurately answer complex questions.

Tourism professionals have an advantage that generic content lacks: firsthand experience of travelers, destinations, and operational constraints. Receptionists know what hinders customers. Travel advisors understand their hesitations. Tourist offices know what information is missing on the ground.

My advice is simple: transform this knowledge into clear, dated, signed, and verifiable resources. You can never force Google to cite you. However, you can become a source that travelers have an interest in consulting and that search engines have good reason to understand.

Have you identified a recurring question in your travel agency, hotel, or destination? Send it to the InfosTourisme.com editorial team. It could be used in one of our upcoming practical guides for industry professionals.

Updates

July 25, 2026: Initial publication following the launch of AI Previews and AI Mode in France on July 22, 2026. Verification of official Google recommendations regarding page eligibility, structured data, the llms.txt file, AI-generated content, and Search Console reports.