Swiss tourism organizations have introduced a new generation of AI-powered local guides designed to give visitors a personal digital travel companion. These AI Local Guides offer carefully curated insights and local expertise, presented in a clear, structured format that is easy to navigate and understand.
The project was developed through a collaboration between several regional tourism boards, including Zürich Tourism, Basel Tourism, Lucerne Tourism, and Graubünden Tourism together with Chur Tourism and Tourism Engadin Scuol Samnaun Val Müstair. The initiative also involved graubündenVIVA, a program promoting regional culinary heritage, and the technology company Holoai AG based in the canton of Lucerne. Support came from the Innotour funding program, coordinated by the State Secretariat for Economic Affairs (SECO). The AI guides are now available on the official websites of the participating destinations.
Each region has created its own AI travel guide with a distinct voice and personality. The content is based on knowledge curated by local experts and is continuously maintained and updated by the respective tourism organizations. The technology behind the guides is powered by the Joaia Guide Studio platform developed by Holoai, which is now also offered to other destinations and tourism partners as a licensed solution.
“Together, we have developed an innovative digital tool that makes local knowledge accessible to both visitors and residents in a highly personal and convenient way, at any time,” says Janine Rupf, Head of Marketing at Zürich Tourism.
These AI travel guides complement existing information services by answering questions, providing directions, and offering contextual insights into attractions, restaurants, and activities. They are equally valuable for local residents, who can use them to discover historical background, explore cultural offerings, and stay up to date with events in their area.