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Semantic Search became more important with the introduction of Google Hummingbird - an algorithm change at the end of 2013. While semantic search is not a new concept, when Google changed its search algorithm, it became more important than ever. Now all the major search engines are based on the principles. This white paper addresses opportunities for the travel and tourism industry. The focus for tourism marketing efforts should be around content marketing. We show destinations and tourism businesses how to make the most of the new online marketing landscape through content marketing techniques that will connect with your customers.