Boosting visibility in local area

Hi!I have a client who is focused on boosting their visibility in their local area. They are a hotel and entertainment destination and their competitors show up higher in most local searches (GMB, Hotel Finder, and organic search results). Their competitors also are still getting traffic for generic searches related to hotels. I know a lot of that is hard to work for since Google prioritizes OTA`s and their own travel site. However, my client wants to develop some evergreen content about their local area (and target "things to do in (city)" or "hotels near (landmark)"). They think this will help build authority and show Google how relevant they are to their vicinity. Most competitors have area guides or things to do type of pages as well. Does anyone have any advice on keyword research for this type of page? They also want to kind of use this as a hub to link to all of their entertainment options as well (gaming, shows, restaurants all on-site). I don`t want to waste too much time on this but I know local content is important! Especially evergreen. Cheers!