AI Search
Tourism businesses are being equipped with AI tools to boost bookings and improve online presence.
Workshops are being held to support businesses through practical training in digital marketing and content creation as artificial intelligence rapidly transforms the travel and hospitality sector.
A recent session in Newtown, organised by Mid Wales Tourism (MWT Cymru), marked the first in a second series funded by the Welsh Government and delivered for Visit Wales.
Zoe Hawkins, chief executive of MWT Cymru, said: “We are experiencing a huge shift in visitor search behaviour.
“They are increasingly using AI tools to ask questions, discover destinations and plan their trips.
“Tourism businesses need to understand how this technology works because it is already changing how people find information online.
“The workshops help businesses get ahead of that change and those that understand how AI is influencing search today will be in a much stronger position for the future.”
The sessions focus on practical applications of AI, particularly in understanding how travellers search, find, and plan their getaways.
Attendees are shown how AI influences visitor choices and how small changes can enhance digital marketing, save time, and improve their online reach.
A key feature of the workshops is ‘Harri’, MWT Cymru’s AI-powered content assistant trained to use local insight, Visit Wales brand guidance and visitor data.
Marc Brown, shoot sales and marketing manager at Bettws Hall in Bettws Cedewain, said: “We already use AI commercially, but this workshop was hugely beneficial to our hospitality and accommodation requirements.
“The Mid Wales Tourism team did a great job in presenting something that is very complex.
“I am leaving with a good understanding about what Harri and other AI assistants have to offer and the importance of authentic and trustworthy content.”
Alina Turrell, marketing officer at Welshpool and Llanfair Light Railway, said: “I think Harri is a very useful tool and it has been interesting to compare it to other AI assistants.
“We used AI for events but the workshop has confirmed that we really need to refresh our website.”
Lee Bebb, a director of Love2Stay Mid Wales resort at Caersws, said: “The workshop was very informative and it has given me the confidence to use Mid Wales Tourism’s tool, Harri.
“It has confirmed just how important AI now is to tourism and hospitality businesses.”
Further workshops will take place throughout Wales until October.
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