Curators
The discovery and trust layer. Curators know things venues can't say about themselves.
The job
Curator
Job: Support my members' AI discoverability. Verify quality. Tell regional stories.
I know my territory. I work with these venues. I can vouch for them in ways no global platform can.
What's broken today
DMOs and tourism boards spend significant resources helping their members get discovered—updating listings, running campaigns, managing content across platforms. But none of this helps when an AI agent is doing the searching.
For DMOs:
- Member venues invisible to AI agents
- No way to transfer your local knowledge to machines
- Years of verification work locked in PDFs and databases
- Campaigns optimised for humans, not algorithms
For your members:
- Your stamp of approval doesn't show up in agent recommendations
- Quality venues compete with unverified alternatives
- Regional identity lost in generic global platforms
What changes with agents
AI agents don't visit tourism websites. They query structured data. Your local expertise becomes valuable again—but only if it's machine-readable.
From campaigns to credentials: Instead of marketing spend, you issue verifiable credentials. When you verify a venue, that verification becomes evidence attached to their record. Agents see it and weight it.
From content to stories: The stories you tell about your region—interviews with hoteliers, local perspectives, insider knowledge—become evidence that venues can't create themselves. Real voices that agents can cite.
From visibility to discoverability: Your verified members appear with your stamp. Agents know to trust venues you've vouched for. Your curation shapes what gets recommended in your territory.
The Chorus Principle
"The destination doesn't describe itself. Its people do. The Curator's job is to listen and amplify."
Stories create evidence that venues can't create for themselves:
- Interviews with owners and staff
- Local perspectives and insider tips
- Specific details that ring true
- Real voices, not marketing copy
How the specs answer this
| Spec | What it does |
|---|---|
Curator.coverage | What the curator knows about—venue count, geography |
Curator.verification | Certification levels and editorial badges |
Curator.stories | Narratives that reveal place through people |
Curator.actions | What agents can ask: recommend, answer, verify |
Curator.transparency | Required disclosure of relationships and methodology |
Types of curators
| Type | Examples | Authority basis |
|---|---|---|
| DMO | VisitScotland, Tourism Ireland | Geographic scope, official recognition |
| Portfolio | Cottages.com, Great British Hotels | Curated selection, booking relationships |
| Editorial | Michelin, AA Rosettes, Good Food Guide | Reputation, editorial judgment |
Links
- Product: Working with Selfe - DMOs
- Specs: Curator, Trust