6th June

Next Cohort

During X. Design Week

Register Now

XR Immerive Experiences

Mater XR Immersive Experiences in Tourism

Transform your organisation's approach to XR through hands-on experimentation, peer learning and expert guidance.

Latest from Our Content Series

Explore our latest insights and practical demonstrations showing how leading destinations are implementing AI technologies.
Destination Transformation

Spotlight on Destination Transformation at X. Design Week 2025

Destinations are harnessing digital innovation, AI and inclusive design to future-proof tourism, with initiatives like the North East’s Destination Development Partnership leading the way. By supporting skills development, small businesses and data-driven tools, tourism is driving regional transformation and sustainable growth.
Podcast

Impactful Experiences: Transforming Tourism With Purpose

A digitised ecosystem is pivotal to sustainable tourism development and achieving objectives such as promoting off-season travel, mitigating pressure on tourist hotspots and empowering local businesses to thrive through tourism.
Event

Data Architecture in the Experience Economy

Explore how destinations can create more connected, personalised and engaging visitor experiences by integrating digital infrastructure, data and technology into product and experience design, while emphasising the importance of collaboration across the tourism ecosystem.

The Learning Journey

A Complete Learning Journey

Our programme combines three powerful elements to ensure you not only understand the potential of AI technology, but gain hands-on experience implementing it.

Editorial Report & Playbook

Your comprehensive guide to implementation, with strategic insights and practical roadmaps.
  • Strategic implementation framework
  • Real-world case studies
  • Best practice guidelines

Editorial Report & Playbook

Detailed tutorials and demonstrations for practical implementation.
  • Step-by-step tutorials
  • Practical demonstrations
  • Expert tips and insights

Intensive In-Person Workshop

Your comprehensive guide to implementation, with strategic insights and practical roadmaps.
  • Hands-on experimentation
  • Expert guidance
  • Peer learning opportunities

Strategic Outcomes

Tone of Voice

Craft a language that reflects your brands personality and values, supporting consistency across all communications.
  • Generate destination guides and compelling marketing copy
  • Handle translations and localisation across multiple languages
  • Create interactive chatbot experiences with consistent brand voice

User Experience

Craft a language that reflects your brands personality and values, supporting consistency across all communications.
  • Generate destination guides and compelling marketing copy
  • Handle translations and localisation across multiple languages
  • Create interactive chatbot experiences with consistent brand voice

Brand Opportunities

Craft a language that reflects your brands personality and values, supporting consistency across all communications.
  • Generate destination guides and compelling marketing copy
  • Handle translations and localisation across multiple languages
  • Create interactive chatbot experiences with consistent brand voice

Responisble Use

Craft a language that reflects your brands personality and values, supporting consistency across all communications.
  • Generate destination guides and compelling marketing copy
  • Handle translations and localisation across multiple languages
  • Create interactive chatbot experiences with consistent brand voice

A Collaborative Community

6x Hack the AI Workstreams

Regular collaborative sessions to share insights and shape the future of AI in tourism.
  • Bi-monthly strategic sessions
  • Hands-on problem solving
  • Peer learning opportunities

Discussion
Thread

Continuous knowledge exchange to stay ahead of rapid developments.
  • Expert moderation
  • Real-time updates
  • Community insights

Prototyping
Lab

Collaborative space for experimenting with tools and sharing implementation insights.
  • Experimental projects
  • Shared resources
  • Implementation feedback

Ready to Transform Your Organisation?

Choose the access level that best suits your needs and goals.

Evolve Member

Online Access

€0

per person
  • Complete online curriculum
  • Access to recorded sessions
  • Basic community access
Access Dashboard

Impact +

Enterprise Solution

Custom

per person
  • Full programme for your team
  • Customised sessions
  • Year-round development
  • In-house delivery
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