Tourism businesses urged to embrace AI with free training

Tourism and hospitality businesses in north Powys are being offered free training to help them use artificial intelligence to improve their online presence and attract more visitors.

New dates have been added to the AI Made Practical programme following demand from small and micro businesses across Wales.

The Welsh Government-funded programme is being delivered by MWT Cymru and includes a workshop at Y Plas in Machynlleth on November 10, providing a local opportunity for tourism businesses from across north Powys.

Other Mid Wales sessions will take place at Baskerville Hall Hotel, Hay-on-Wye, on October 14 and Elan Valley Lodge, Rhayader, on October 19.

The workshops focus on practical uses of AI rather than the technology itself, including helping businesses keep websites, Google profiles, tourism listings and social media content up to date.

They will also look at changes in the way people search online, including the increasing use of AI-powered search tools, and how businesses can ensure accurate information about them can still be found.

Claire Owen of MWT Cymru said: “Many small tourism businesses know they need to keep their online content up to date, but finding the time to do it consistently can be difficult.

“We have all seen examples of AI being used badly, particularly generic content that does not sound like the business behind it. These workshops are about showing businesses how to use it properly, as a tool to support what they already do rather than replace their own knowledge and personality.

“The level of demand shows there is a real appetite for straightforward, practical help, which is why we are pleased to be able to release these additional dates.”

MWT Cymru said it had monitored businesses which attended previous workshops and found participants were making improvements to websites, social media and online listings.

Welsh Government figures released with the programme suggest businesses taking part have seen an average 64 per cent increase in website traffic, as well as more referrals through AI-powered search tools.

Zoë Hawkins, chief executive of MWT Cymru, said: “For us, the important measure is what happens after the workshop. We are seeing businesses take what they have learnt, make practical improvements to their marketing and, importantly, attract more traffic directly to their own websites and content.

“As AI becomes a bigger part of everyday life and the way people search for information, businesses need the confidence to understand how to use it effectively.

“It is not about using AI for the sake of it. It is about knowing where it can genuinely save time or improve what you are already doing, while keeping the knowledge and personality of the business at the heart of the content.”

Welsh Government Cabinet Minister for Enterprise, Connectivity and Energy Adam Price said smaller tourism and hospitality businesses needed support to take advantage of changes in digital technology.

“These workshops are helping businesses use AI in a practical and responsible way, saving time, strengthening their online presence and helping them reach more potential visitors,” he said.

“It's particularly encouraging to see the results businesses are already achieving. Businesses taking part have, on average, seen a 64% increase in website traffic and received significantly more referrals through AI-powered search tools. That's helping more Welsh tourism businesses reach new customers and grow their business.”

Each workshop includes step-by-step guidance, live demonstrations and practical activities, with an optional afternoon Action Lab allowing businesses to apply what they have learned directly to their own websites and marketing.

Places are free but numbers are limited. Businesses can book or join a reserve list through the Business Wales Events Finder - AI Made Practical: Simple Tools to Support Your Tourism Business.