Sheffield, England – September 22, 2026 -- Visit London, the capital's official visitor guide, has appointed digital growth agency The SEO Works to lead a new Generative Engine Optimization (GEO) strategy aimed at increasing citations in AI-driven search platforms.
Visit London targets AI referrals to drive ticket sales
The tourism board sought an agency partner to adapt to zero-click search environments as more travelers use AI platforms to plan trips. The SEO Works was selected based on its expertise in AI search and prior experience in the travel sector.
Paul Tatman-Madsen, Head of Growth for Visit London, said AI is transforming how consumers research and plan trips, and the partnership will ensure the organization's digital assets are optimized for AI search.
Campaign will restructure content and user journeys for LLM discovery
The SEO Works will work with Visit London to optimize visitlondon.com with the goal of increasing large language model (LLM) citations, focusing on how content is discovered, crawled, and understood by AI systems.
The engagement includes analysis of audience profiles, user behaviors, and content preferences to shape new user journeys and content formats. The stated objective is to deepen engagement and convert a higher share of AI-driven referrals into completed bookings for attractions, theatre shows, hotels, and tours.
Agency cites integrated SEO-GEO approach as new standard for visibility
Alex Hill, Sales Director at The SEO Works, said search habits are shifting quickly and that brands are increasingly combining SEO and GEO campaigns to maintain visibility. The SEO Works has previously worked on AI search strategy with global B2C brands including DHL Express, Rave Coffee, and Purdy & Figg.