AI Local Guides: Rediscover Swiss Destinations with Digital Expert Knowledge

The project was realized by Zürich Tourism together with Basel Tourism, Lucerne Tourism, Graubünden Tourism with Chur Tourism, graubündenVIVA and Tourism Engadin Scuol Samnaun Val Müstair (TESSVM) as well as the Swiss start-up Holoai AG. The implementation was supported by the Innotour funding program of the State Secretariat for Economic Affairs SECO. The AI Local Guides are now available on the websites of the respective destinations.

With the AI Local Guides, visitors receive interactive digital travel assistance with direct access to local expert knowledge. In addition to the existing information offerings of the destinations, the AI-based guides answer questions, provide orientation, and deliver context-related information on sights, restaurants, or activities. Locals also benefit from the insider knowledge of the guides and receive historical backgrounds as well as information on current events and cultural offerings.

The foundation for this is curated content from local experts, maintained by the tourism organizations. The AI processes this knowledge in an understandable manner and provides it in the appropriate context in real-time. This creates reliable recommendations that clearly differ from generic suggestions. At the same time, the AI Local Guides enable destinations to use AI-based technologies safely and controllably, while content, context, and quality remain their responsibility.

Each participating destination has developed its own AI Local Guides with specific personalities. The following examples show how local knowledge is made tangible:

Zürich Tourism: Sophie shows Zurich off the beaten path and, as a Hidden Gem Hunter, draws attention to places and stories beyond classic sights.

Basel Tourism: Dr Waggis guides through the history, symbolism, and social significance of the Basel Carnival. His perspective is humorous, pointed, and deeply rooted in local self-understanding.

Lucerne Tourism: Lucie knows Lucerne like the back of her hand as a local and shows the city beyond the known highlights, with real favorite spots and insider tips.

Graubünden Holidays: Lucia Casutt offers a comprehensive overview of the entire region as a versatile guide. She connects locations, themes, and peculiarities.

Chur Tourism: Flavius Curiensis, a Roman contemporary, takes visitors into antiquity and explains how Switzerland's oldest city looked and functioned during Roman times.

Tourism Engadin Scuol Samnaun Val Müstair: Conradin Tschalèr is dedicated to the architectural history of the region. He explains construction methods, structures, and the cultural significance of Engadin houses and villages.

graubündenVIVA: Madlaina Köstlich tells about regional specialties, local producers, and the history behind typical dishes.

The project originated from close collaboration between several Swiss destinations and the Swiss start-up Holoai AG, which developed the technical foundation. Janine Rupf, Head of Marketing at Zürich Tourism, emphasizes: "Together we have succeeded in developing an innovative digital solution that makes local knowledge available at any time and personally for guests and locals. This is a strong sign that Swiss tourism is working together on the digital future."

The platform "Joaia Guide Studio" developed specifically for this purpose by Holoai AG is now also available as a license-based solution for other destinations and tourism players.

Editor's note: Image rights belong to the respective publisher. Image rights: Graubünden Ferien