‘AI can feel exciting and overwhelming at the same time’
Jason Bradbury speaking at the Visit Hull and East Yorkshire (VHEY) Tourism Conference.(Image: Visit Hull and East Yorkshire)
Emerging AI technology is supporting ambitions in the region’s tourism economy, a key conference has heard. The Visit Hull and East Yorkshire (VHEY) event held at the Mercure Hull Grange Park Hotel in Willerby brought together industry leaders to discuss opportunities that AI brings to operations, marketing, visitor insight and customer experience.
TV presenter and producer Jason Bradbury served as keynote speaker, with others including Visit England director Andrew Stokes and Kerry Yeo, founder of East Yorkshire-based Kerry Yeo Creative. The event followed publication of Visit Britain and Visit England data that suggests annual visitor spend in Hull and East Yorkshire has topped £1bn
Chris Blacksell, chair of VHEY, the Local Visitor Economy Partnership for the region, said: “Everyone knows how important this sector is for jobs and future job prospects, employing 10% of people in the area. It’s so valuable in bringing pride, identity, belonging and confidence – offering huge potential for growth.
“It deserves support and will give fantastic return on investment when it is supported. Working collectively, we provide a strong voice for tourism.”
Mr Bradbury, who presented The Gadget Show UK and is an inventor in his own right, gave the audience a technology history lesson before answering questions about how AI could shape, assist or impact on jobs and skills within the tourism sector. He said AI is a good solution for data entry and call-related issues but added: “I don’t think we’re going to be replaced in meaningful ways very quickly.
“AI is really good at the pizzazz – it can write a good email response to an awkward email. But that doesn’t mean it’s going to write a novel that people are going to care about in a big way.”
Andrew Stokes presented figures showing tourism is worth £147bn annually to the UK economy, and supports one in 15 jobs. And Kerry Yeo, who is a life coach and marketeer, delivered advice on the role of AI.
She said: “AI can feel exciting and overwhelming at the same time. It’s not about replacing people, it’s about replacing tasks and freeing up your time so you can focus on what tourism is really about.
“Tourism is emotional – personality, place, warmth and experience. AI should support your voice and your brand, not replace it. It’s about saving time, improving marketing and enhancing visitor experience.”
VHEY’s Tourism Conference followed English Tourism Week, which aimed to showcase the outstanding quality and exceptional value that tourism brings to visitors and communities. VisitEngland’s Tourism Superstar competition saw Hull and East Yorkshire’s HEY! Volunteers placed second nationally during the week, which was praised by conference speakers and visitors.
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