Goa’s tourism department is launching an artificial intelligence-led promotion strategy to improve the state’s visibility across AI-assisted search, conversational platforms and social media, with an initial target of at least 5 million views and a focus on attracting international visitors throughout the year.
The initiative, designed by the department’s consultant KPMG, will promote Goa beyond its conventional beach image by highlighting adventure, spirituality, wellness, culture, heritage, hinterland experiences, workations and meetings, incentives, conferences and exhibitions, officials said.
Tourism director Kedar Naik said the department was using AI in line with Goa’s AI Policy to strengthen the state’s digital presence and convert destination interest into travel demand across domestic and international markets. The system is also expected to help the department understand traveller preferences and emerging market demand, he said.
The broader programme follows the introduction of an AI-powered tourism chatbot. The chatbot provides information on registered accommodation, Goa Tourism Development Corporation properties, transport and visitor enquiries. The department plans to use AI-generated and AI-assisted material for a bank of 60 promotional films and videos, each lasting between 60 and 90 seconds, across eight tourism themes.
Officials said AI would also support other promotional campaigns and targeted digital activity through promotional agents. These agents are intended to direct online traffic to Goan businesses while campaigns are run across selected domestic and international tourism source markets.
The department will first use an AI system to conduct an Answer Engine Optimisation assessment of the Goa Tourism digital ecosystem. The diagnostic exercise is intended to establish measurable benchmarks for AI-led destination discovery before the campaign begins. The official document cited in the report sets a target of at least 5 million views.
Naik said the department’s aim was to encourage travel outside the peak season, support longer stays and extend tourism benefits to local businesses and communities across Goa. He added that technology would complement, rather than replace, the department’s destination marketing efforts.
The initiative is still at the procurement and participation stage. Department sources said a few private agencies had expressed interest in joining the AI-driven promotion and demand-generation project, but the contract had not yet been awarded. The department’s next steps will include completing the digital ecosystem assessment, finalising the campaign structure and selecting the agency or agencies for implementation.
