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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.
AI
The Gap Between AI-Readiness and Using AI Effectively
Business AI adoption crossed 50% for the first time in March 2026, up from 35% a year earlier. Alongside that figure sits another finding worth reflecting on. AI capabilities themselves are advancing sharply.
AI
How Recursive AI Is Changing What Teams Can Do
Stop "context rot" from degrading AI results. Discover how recursive prompting and context folding break complex tasks into reliable units, while shared prompt libraries and token efficiency transform AI into a scalable team asset.
News from our Partners
Showing up earlier with relevance: Destination Glasgow and Tiki
Discover how Destination Glasgow used AI and Tiki’s Envoy to boost U.S. tourism. This article reveals how dynamic, contextual ads achieved a 7.98% CTR by reaching travellers exactly when they were planning their trips to Scotland.
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.
