What's Does Wikipedia and Reddit Have in Common?

They’re probably not in your 2026 marketing plan. But they should be.

While most tourism businesses focus on websites, SEO, social and paid ads, two of the most influential platforms shaping AI-generated answers are Wikipedia and Reddit.

And as travellers increasingly ask ChatGPT, Gemini and other AI tools where to go and who to book with, these platforms are quietly influencing the results.

Welcome to the era of Generative Engine Optimisation (GEO).

Wikipedia Builds Credibility

Wikipedia is widely considered one of the most trusted data sources used by large language models. It provides structured, referenced information that AI tools rely on to define and validate businesses.

A strong Wikipedia presence helps AI understand:

• Who you are
• What type of tourism business you operate
• Where you operate
• What makes you distinct

Key elements include a clear lead paragraph, structured data in the info box, well-defined service categories, sustainability credentials and credible third-party references.

PRO TIP: Don't think of Wikipedia as a marketing channel. Your business must meet notability guidelines, and content must be neutral, factual and backed by independent sources. If it reads like an ad, it won’t last long. When done well, however, Wikipedia strengthens how AI describes and categorises your business.

Reddit Offers Real Conversations & Influence

Reddit is where travellers ask honest questions and share unfiltered experiences. By the end of 2025, stats showed it had over a billion users with 121.4 millon daily users.

Threads like:

• “Best wildlife tour in Kaikoura?”
• “Is this operator worth the money?”
• “Sustainable tours in New Zealand?”

These conversations often rank highly in search and form part of the data ecosystem AI tools learn from. Tourism businesses should not treat Reddit as an advertising platform. Instead, it can be used to:

• Monitor common traveller questions
• Contribute helpful, transparent insights where appropriate
• Correct misinformation calmly
• Understand how your destination or experience is being discussed
• It’s about participating in the conversation

Why This Matters

AI tools are becoming a new discovery layer for travel. Travellers are asking complex, conversational questions and expecting curated recommendations.

If your business only exists on your website and paid channels, you’re limiting how AI understands and references you.

• Wikipedia helps define you.
• Reddit helps contextualise you.

Neither replaces your core marketing strategy. But together, they strengthen the digital footprint AI relies on. The businesses thinking about this now won’t just be visible in search. They’ll be visible in answers.

Quick Checklist: Are You Visible Beyond Your Website?

Use this as a simple sense-check for your business in the age of AI-driven discovery.

Wikipedia

• Does your business meet notability guidelines with genuine third-party coverage?
• Is there a clear, neutral Wikipedia page defining who you are and what you do?
• Does the lead paragraph clearly state your location, niche and tourism model?
• Are sustainability credentials and certifications referenced with credible sources?
• Are awards or media mentions cited properly from independent publications?

If you don’t meet the notability threshold yet, focus first on building credible media coverage and industry recognition.

Reddit

• Have you searched Reddit for your business name and destination?
• Do you understand how travellers are talking about your experience?
• Are there recurring questions you could answer helpfully and transparently?
• Are you monitoring relevant destination or travel subreddits?
• Are you contributing value rather than promoting?

Remember, Reddit is about trust. Helpful insight builds credibility. Sales pitches erode it.

What To Think About

• If someone asked an AI tool to recommend a business like yours, would your name appear?
• Is your brand clearly associated with your niche, region and sustainability positioning across the wider web?
• Are you thinking beyond SEO and considering GEO?

The way travellers search is evolving. The tourism businesses that broaden their digital footprint beyond owned channels will be the ones AI confidently recommends. Our team can help build both your strategy and content for meeting the challenges of GEO - get in touch to get started.