Tourism and hospitality businesses across Wales are being given more opportunities to learn how to use artificial intelligence practically and responsibly, following strong demand for a series of free workshops.
New dates have been added for October and November as part of the AI Made Practical programme, funded by Welsh Government and delivered by MWT Cymru (Mid Wales Tourism).
The hands-on workshops have been developed specifically for small and micro tourism and hospitality businesses, where keeping websites, Google profiles, destination listings and social media up to date often has to compete with the day-to-day demands of running the business.
Rather than focusing on the technology itself, the sessions show businesses how AI can be used as a practical tool to save time, improve existing content and strengthen their online visibility, while retaining the personality, knowledge and human judgement behind their business.
They also explore how online search is changing and what businesses can do to make sure accurate, useful information about their business can be found by both traditional search engines and newer AI-powered search tools.
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 has been monitoring businesses following previous workshops and has seen participants putting the learning into practice through improvements to their websites, social media and online listings, alongside increases in organic website and social media traffic.
Zoë Hawkins, MWT Cymru chief executive, 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.”
Adam Price, Welsh Government Cabinet Minister for Enterprise, Connectivity and Energy, said:
“Digital technology is creating new opportunities for businesses of every size, but it is important that smaller tourism and hospitality businesses have the support and confidence to make the most of them.
“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.
“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.”
The additional programme includes workshops at Goldworks, Ebbw Vale on October 13; Baskerville Hall Hotel, Hay-on-Wye on October 14 and and Elan Valley Lodge, Rhayader on October 19.
November workshops will be held at Tregroes Caravan, Camping and Glamping Park, Fishguard on November 3; Swansea University’s Bay Campus on November 4; Y Plas, Machynlleth on November 10; Cardiff Metropolitan University on November 18; Criccieth Memorial Hall on November 23 and Llangollen Pavilion on November 24.
Each workshop includes step-by-step guidance, live demonstrations and practical activities. An optional afternoon Action Lab gives businesses additional time and support to apply what they have learnt directly to their own website and marketing.
Clare Ranson of RoR Escapes, Ruthin, who attended a previous workshop, said:
“Fantastic session, huge amount of learnings, really accessible and understandable and the team were amazing… no question unanswered or too basic.
“It has been a hugely beneficial session. Real human hand-holding that makes the brave new world less scary!”
Places are free, but workshop numbers are limited. Businesses can book a place, or join the reserve list where a preferred session is already full, through the Business Wales Events Finder: Business Wales Events Finder – AI Made Practical: Simple Tools to Support Your Tourism Business
