Innovation, growth and opportunity: AI takes centre stage at tourism conference
HIGH ENERGY: Jason Bradbury speaking at the Visit Hull and East Yorkshire (VHEY) Tourism Conference
By Rick Lyon, Co-Editor
Hull and East Yorkshire’s thriving visitor economy is entering an exciting new phase, with a major regional tourism conference shining a spotlight on how AI can unlock further growth.
The Visit Hull and East Yorkshire (VHEY) Tourism Conference, held at the Mercure Hull Grange Park Hotel in Willerby, explored how AI is supporting tourism ambitions at local, national and global levels, and how it can play a major part in the future of the visitor economy.
The opportunities AI brings to marketing, operations, visitor insight and customer experience were key topics showcased and discussed throughout the event.
TV presenter and producer Jason Bradbury brought his high energy, knowledge and humour as the keynote speaker, and he was joined by fellow speakers, VisitEngland director Andrew Stokes and Kerry Yeo, founder of Kerry Yeo Creative.
The conference was held after data for an independent economic report revealed Hull and East Yorkshire’s annual visitor spend has topped £1bn.
VisitBritain/VisitEngland’s report, conducted by Oxford Economics, showed the tourism sector’s contribution to the UK economy and employment, its impact across the nations and regions and its potential for growth.
VHEY is the Local Visitor Economy Partnership (LVEP) for the region, nationally accredited by VisitEngland and funded by Hull City Council and East Riding of Yorkshire Council.
Chris Blacksell, Chair of VHEY, said: “Everyone knows how important this sector is for jobs and future job prospects, employing 10 per cent 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.”
GROWTH: VisitEngland Director Andrew Stokes on stage at the annual Tourism Conference
Jason is a former presenter of The Gadget Show UK and co-host of The Gadget Show podcast. His own inventions include the world's first working jet-powered hoverboard and he is also a private pilot and licensed to build transmitters by the Home Office.
Jason gave the audience a technology history lesson as the increasing growth of AI continues, drawing on some of his personal experiences.
He said: “Technology is moving so quickly and it’s really important to know where it’s going. One of the best ways to do that is to know where it came from.”
Jason answered questions from attendees, including interest around how AI could shape, assist or impact on various professions and the individual skills people bring to their roles in travel, tourism and beyond.
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 was awarded the OBE for services to tourism in the King’s first Birthday Honours List in 2023.
He presented figures showing tourism is worth £147 billion annually to the UK economy, supporting one in 15 jobs, and focused on the importance of social tourism and accessibility and inclusion.
Andrew told delegates: “Tourism enhances everyday life for residents and visitors, and it’s a powerful force for community development.”
Kerry is a marketeer and life coach, helping businesses grow their brand awareness and revenue with marketing and AI coaching, workshops and consultancies. She also ran a workshop for conference attendees after the main event.
IMPORTANT SECTOR: The Tourism Conference was held at the Mecure Hull Grange Park Hotel
Kerry 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 showcased 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.
To find out more about VHEY, and how it can support businesses in the visitor economy, visit www.visithullandeastyorkshire.co.uk/