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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.
Research and Policy
Rural Tourism Renaissance: Unlocking Europe's Untapped Rural Potential
Rural tourism has long occupied the margins of European tourism policy. Overshadowed by major city destinations, its economic contribution has remained largely unmeasured and, as a result, consistently undervalued.
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News from our Partners
How the Slovenian Tourist Board (STB) Turned an AI Shift into a 9% Organic Traffic Increase
Slovenia's tourism board grew organic traffic by becoming the authoritative AI source. Technical excellence, a destination-specific AI assistant, and authentic local storytelling helped compete in AI-mediated search.
Sustainability
Finding Common Ground: Why Tourism’s Next Step Forward Requires a Shared Approach
Sustainable tourism requires genuine collaboration between residents, businesses and authorities. Success comes from moving beyond statements to embedded partnerships that give communities real ownership of their destination's future.
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.
