Families today are planning their days out very differently than they did even five years ago. Instead of flicking through leaflets in a tourist office or relying on word of mouth at the school gates, they’re turning to social media and AI tools to discover where to go, what to do and which places are genuinely worth their time and money.
For farm attractions, farm shops, independent cafés, heritage venues and tourist destinations, this shift has opened a huge opportunity. If you show up in the right places online, you can inspire a visit before a family has even thought about getting in the car.
Often, it starts with social media, especially short-form video. Platforms like TikTok, Instagram Reels and YouTube Shorts are now the modern-day equivalent of the holiday brochure. Parents scroll during breakfast, after school drop-off or while unwinding in the evening, and they’re looking for content that feels real, relatable and reassuring. A quick 10-second clip of a child feeding a goat, a family tucking into cake in a sunny courtyard or a parent praising the parking and facilities can be more persuasive than any glossy advert. These tiny snippets of daily life at your venue do three things instantly: they show the experience, they set the expectations, and they build trust.
And families aren’t just passively watching, they’re searching too. TikTok has become one of the fastest-growing search engines for parents planning days out. Queries like “things to do with kids near me”, “best rainy day ideas”, “family days out Warwickshire” or “farm parks open today” get thousands of searches.
If your content is searchable, with simple captions, clear titles and relevant hashtags, you can appear in these moments of decision-making and instantly become a frontrunner for the upcoming weekend.
Then there’s AI, which has quietly become a trusted digital assistant for modern families. Tools like ChatGPT, Google’s Gemini and even AI-powered voice assistants are increasingly being used to ask questions such as “Where can I take the kids this weekend?”, “Which farm attractions are open today?”, or “Find me somewhere with a café, toilets and good parking.” These tools scan the web, socials and listings to recommend places that look welcoming, easy and enjoyable. This means your visibility online directly impacts whether you’re suggested or ignored.
AI tends to favour businesses who keep their online presence up to date. Regular social posts, recent Google Business photos, clear opening hours, consistent event announcements and positive reviews all act as “signals” that your business is alive, active and worth recommending. A farm shop or attraction with weekly updates and fresh content will appear far more trustworthy to AI tools than a similar venue whose last post was three months ago.
Reviews play a huge part too. Families rely heavily on opinions from other families, not just on TripAdvisor but across Google, Facebook and even TikTok comments. A handful of recent positive reviews saying things like “great for toddlers”, “perfect for a rainy day”, “really friendly staff” or “the kids loved the animals” can tip the balance instantly. And when visitors feel encouraged to share photos or videos of their trip, even better user-generated content is like digital word-of-mouth and travels much further than you think.
Ultimately, what families want is reassurance: that the place they choose will be easy, enjoyable, safe, friendly and worth the effort of packing the car. Social media and AI allow you to show that before they’ve ever visited. Simple posts about parking, menus, opening times, facilities, baby-changing areas, pram access, rainy-day options and clear pricing all help families feel informed and confident about choosing you.
Social media and AI aren’t replacing traditional recommendations, they’re amplifying them. They’re making it easier than ever for families to discover beautiful, meaningful days out close to home. And for rural businesses, they’re a golden opportunity to be found by exactly the people who are searching.
Families are already online, already scrolling and already asking AI for suggestions. If your business shows up clearly, consistently and confidently, you won’t just be found – you’ll become their new favourite day out!
