The partnership focuses on optimizing visitlondon.com to improve how content is crawled, understood, and cited by large language models. By analyzing user behaviors and content preferences, the agency plans to restructure user journeys to capture more AI-generated referrals and convert them into direct ticket sales for city attractions and tours.

Paul Tatman-Madsen, Head of Growth at Visit London, noted that the collaboration is essential to ensure the organization's digital assets remain effective as consumer research habits migrate toward AI tools. Alex Hill, Sales Director at The SEO Works, described the move as a necessary adaptation for iconic brands, emphasizing that an integrated SEO and Generative Engine Optimization (GEO) approach is now the standard for maintaining online prominence.