Panaji: Moving beyond traditional influencer marketing, the tourism department is pursuing artificial intelligence (AI)-driven tourism promotion, according to officials. To this end, the department is deploying AI systems to improve Goa Tourism’s visibility and discoverability across emerging AI-assisted search, conversational platforms and social media, including through AI-designed promotional campaigns.The strategy, designed by the department’s consultant KPMG, aims to position Goa as a year-round destination by promoting sectors beyond the conventional beach segment, including adventure, spirituality, wellness, culture, heritage and MICE, officials said.“The department is leveraging AI, aligned with Goa’s AI Policy, to strengthen the state’s digital presence and convert destination interest into travel demand through targeted promotion across domestic and international markets,” said tourism director Kedar Naik. “AI-driven insights will help us understand traveller preferences and emerging market demand while promoting Goa’s diverse offerings, from heritage and spirituality to wellness, adventure, hinterland experiences and workations. ”The department has already introduced an AI-powered tourism chatbot that provides information on registered accommodation, GTDC properties, transport and visitor enquiries. The broader AI-led destination discovery and digital promotion initiative follows the chatbot’s rollout.“Our aim is to encourage travel beyond the peak season, drive longer stays and extend tourism benefits to local businesses and communities across Goa. Technology will complement our destination marketing efforts,” said Naik.As part of the initiative, the department plans to use AI in creating a bank of 60 promotional films and videos, each 60 to 90 seconds long, across eight tourism themes. AI will also be used to generate other promotional campaigns, officials said.The deployment also includes AI-driven promotional agents that will execute targeted digital campaigns across domestic and international tourism source markets, directing online traffic to Goan businesses.The initiative further includes an AI system to conduct an initial Answer Engine Optimisation assessment of the Goa Tourism digital ecosystem before the campaign launch. According to the official document, the diagnostic assessment will establish measurable benchmarks for AI-led destination discovery, with a target of at least 5 million views.Department sources said a few private agencies have expressed interest in participating in the AI-driven promotion and demand-generation project, but the contract has yet to be awarded.
