For Tourism Destinations
Turn local knowledge, expertise and perspective into AI Local Guides that help visitors discover, understand and navigate the place while your organisation stays part of the relationship.
Why destinations
They bring together local knowledge, trusted expertise and a perspective on the place as a whole. AI creates a new way to make that advantage directly useful to visitors.
01
Knowledge that goes beyond the obvious
A destination can combine official information with stories, recommendations and expertise from people who genuinely know the place. That helps visitors discover more than the same highlights every generic travel answer already knows.
02
Recommendations with a different incentive
A destination benefits when the visitor has a great overall experience of the place. That creates a different starting point from systems whose business model primarily depends on advertising, affiliate revenue or maximising an individual transaction.
03
A view of the destination as a whole
Destination organisations increasingly care not only about attracting visitors, but also about where they go, what they discover, how local value is distributed and how tourism works for residents and businesses. Contextual guidance can support that wider management role without giving visitors worse recommendations.
04
A direct relationship worth building
External AI can represent destination information. Direct interaction adds something different: the opportunity to inspire beyond the first question, understand what visitors need and remain part of what happens next.
The opportunity in practice
Help visitors more and learn more from every interaction
The same AI interaction can improve an individual visitor's experience, make more of the destination discoverable and give the organisation new insight into what visitors actually need.
Be useful throughout the stay
Support visitors while they are researching, deciding, already on site or adapting their plans. AI can respond to the situation instead of forcing every visitor through the same information structure.
Make more of the destination visible
Connect a visitor's interests and context with neighbourhoods, cultural offers, local businesses, secondary sights and experiences they may never have known to search for by name. The goal is not to push visitors away from what they want. It is to make the long tail of the destination genuinely discoverable when it is a better fit.
Steer recommendations towards more local value
A destination can influence what the AI prioritises and how recommendations are made, while the recommendation still responds to the visitor's actual needs and context. This makes it possible to give greater visibility to relevant local businesses, lesser-known places, strategic themes or parts of the destination where additional demand creates value. Steerability gives the organisation an active role in the recommendation system without turning guidance into a fixed ranking or sacrificing relevance for the visitor.ctivities
Turn questions into destination intelligence
Visitor interactions reveal what people care about, what they cannot find, which recommendations they ask for and where the destination's knowledge is incomplete. Joaia brings those signals into Guide Studio Analytics, where teams can identify patterns and improve content and visitor services over time. Agent Workflows can help turn recurring findings, such as unanswered questions or knowledge gaps, into concrete organisational work.
How Joaia fits
One AI foundation. Many visitor experiences
Joaia connects the knowledge behind the destination, the AI Local Guides that represent it and the interfaces where visitors interact with them.
Getting started
The effort is usually not only technical. Preparing and maintaining enough good local knowledge can consume just as much time. Joaia is designed to reduce both.
Your existing CMS and destination databases can stay connected as structured sources. For the knowledge that normally requires content teams to collect, rewrite and organise material manually, Guide Studio can process unstructured sources such as documents, interviews, presentations, transcripts and existing editorial material and turn them into usable knowledge for your AI Local Guides.
The same principle applies to implementation. Joaia's Visitor Solutions are already built and can be configured for your organisation rather than developed as individual AI projects. Your team decides how much it wants to manage itself, while Joaia can support setup, content production and ongoing operation where additional capacity is useful.
This makes it possible to start with a focused use case, get it in front of visitors quickly and expand later on the same knowledge, AI Local Guides and AI Engine.
FAQ
Questions from tourism destinations
Why does a destination need its own AI when visitors already use ChatGPT?
Visitors will use general-purpose AI, and destinations should care about being represented accurately there. A destination-operated AI experience serves a different purpose: it gives visitors direct access to the destination's own knowledge and perspective, lets the organisation provide contextual guidance across its own touchpoints and creates direct insight into what visitors need.
Do we need to replace our CMS or destination database?
Do we need to launch a new app?
Can several tourism organisations work in one setup?
Can we decide what the AI is allowed to use and recommend?
How much work does it take to get started?
Can we start with one use case?