Free workshops giving Welsh tourism businesses the tools to harness AI

Businesses representatives from across Mid Wales left a Newtown workshop this week with the tools and knowledge to harness the power of Artificial Intelligence (AI) to attract more bookings and improve their online visibility.

Funded by Welsh Government and delivered by Mid Wales Tourism (MWT Cymru) for Visit Wales, the free workshop was the first of second series designed specifically for tourism and hospitality businesses, regardless of their previous experience with AI.

These businesses are being encouraged to embrace the next evolution of digital marketing by understanding exactly how AI is changing the way visitors search, discover and plan their holidays.

Rather than focusing on the technology itself, the practical workshops demonstrate how AI is already influencing visitor behaviour and how simple changes can improve the online visibility of businesses, save time and strengthen their marketing.

As with all the pan-Wales workshops, the Newtown participants were introduced to Harri, Mid Wales Tourism’s own AI-powered content assistant which has been trained to use local insight, Visit Wales brand guidance and visitor data to create clearer, more consistent content faster. 

Harri was a big talking point, as his advice was compared with other more general AI tools which don’t create the same authentic content.

Marc Brown, shoot sales and marketing manager at Bettws Hall, 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, added: “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. It comes at a good time as I am just reviewing the Love2Stay Mid Wales website.”

Zoe Hawkins, MWT Cymru chief executive, 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.”

Future workshop venues are: The Barn at Brynich, Brecon on July 28, Welsh Government office, Swansea on July 29, Wrexham University August 11, Welsh Government office, Llandudno Junction on August 12, Lamphey Court Hotel & Spa, Tenby on September 8, Welsh Government office, Carmarthen on September 9, Moody Meadows (Bargoed Farm), Aberaeron on September 10, Y Cwt (Longacre Farm), Barry on October 7, Mercure Newport, Newport on October 8, Ty Newydd Country Hotel, Merthyr Tydfil on October 13 and Baskerville Hall Hotel, Hay-on-Wye on October 14.

Places are free but booking is essential. To view the full programme and book a place, visit:https://industry.visitwales.com/get-involved/industry-engagement-events/ai-made-practical-free-hands-workshop .