We bring together tourism, research, design and development to help destinations, associations and businesses improve how travellers find and understand them.
Visible Tourism was founded by Adam Schmutz to connect tourism knowledge with practical digital work. Our experience spans destination organisations, local businesses and the people who support them. We understand both the wider picture of a region and the details of an individual business’s presence on Google and in AI answers.
Academic research is part of our day-to-day work. It informs how we design audits, repeat measurements and analyse large datasets. We explain what the findings show, where their limits are and what they mean for the decisions our clients need to make.
We also help put those decisions into practice: improving business profiles, developing content, delivering training and implementing technical changes. Each project is shaped around the organisation, its team and the improvements it can realistically make.
Founder · Tourism Consultant · PhD Candidate
Adam combines tourism consulting with doctoral research. He helps destinations, associations and businesses understand their visibility, decide what to improve and turn research findings into practical action.
Full-Stack Developer · Tourism Technology
Bence develops the digital tools, mapping solutions and integrations behind our projects. His MA in tourism helps connect technical decisions with how tourism organisations and businesses work.
UX/UI Researcher · Advisor
Vivi studies how places are presented online and how visitors experience them. Her research helps make digital information clearer and more useful, connecting the online experience with what people find on the ground.
UX/UI Researcher · Data Analyst · PhD Candidate
Eszter analyses tourism data and explores how people use digital services. She connects UX research with data analysis, alongside doctoral research in tourism and technology.
Our AI visibility methodology uses repeated queries across multiple models to examine how destinations are represented. The pilot presented on this site analysed 34,560 AI answers about European lakeside destinations.
The methodology is fixed. A research data article describing the method and a sample dataset is in preparation for Scientific Data.
Explore the research methodology