AI in the Visitor Economy: Full-Day Masterclasses

AI is changing how visitors discover, book and experience places – but many tourism and hospitality businesses are still unsure where to start, or how to move beyond basic experimentation.

This in-person, full-day masterclass is designed specifically for visitor economy businesses in the North East – including accommodation providers, attractions, tours and experiences, transport, and food & drink. You’ll spend a day working through practical, real-world AI use cases, with space to ask questions and try things out in a supportive environment.

Whether you’re in an entry-level role, managing a team, or leading the business, you’ll leave with concrete ideas, tools and next steps tailored to your context.

This masterclass is fully funded by Destination North East England. Refreshments and lunch are provided.

What we’ll cover

Across the day, we’ll explore three key areas:

1. AI foundations & ethics (for everyone, at every level)

• What AI can and can’t do in tourism and hospitality
• Understanding risks and responsibilities: data protection, bias, IP and “hallucinations”
• How to use AI safely at work – even if you’re just starting out

2. Practical AI skills for everyday work

• Using AI to create and improve marketing content (social posts, emails, web copy)
• Simple ways AI can support customer experience and accessibility
• Tools to streamline back-office tasks: FAQs, admin, research, reporting

3. Planning for your business – next steps & implementation

• Identifying quick wins vs. longer-term opportunities
• Mapping AI ideas onto your own customer journey
• How to brief colleagues and get buy-in from the wider team

You’ll get plenty of time to experiment with tools, work on your own examples, and reflect on how AI fits your values and brand.

Who is it for?

This masterclass is for anyone working in a visitor economy business in the North East, including:

• Front-of-house and customer-facing staff
• Marketing, sales and communications roles
• Operations, product and experience design
• Managers, owners and senior leaders

No prior AI experience is required. If you’re already using AI, you’ll learn how to deepen and structure your practice; if you’re brand new, we’ll start from the basics and build your confidence.

What you’ll leave with

By the end of the day, you will:

• Understand the opportunities and limits of AI in your part of the visitor economy
• Have hands-on experience with AI tools relevant to your role
• Know how to use AI ethically and safely, including data and guest privacy
• Leave with an “AI in Visitor Economy” toolkit and practical prompts you can reuse
• Have a shortlist of 3–5 experiments to try in your business over the next few months

Participants will also be able to access follow-on AI support clinics as part of the wider programme.

Events - please only register for one event. The content is the same on each day.

Durham - 8 January - 9:30am – 4:30pm (refreshments from 9:00am) - Room WB-0002, Waterside Building, Durham University

Newcastle - 15 January - 9:30am – 4:30pm (refreshments from 9:00am) - Map Room, The Common Room, Westgate Road, Newcastle-upon-Tyne

Northumberland - 20 January - 9:30am – 4:30pm (refreshments from 9:00am) - Community Room, The Lindisfarne Centre, Alnwick

Practical details

• Format: In-person, full-day masterclass
• Time: 9:30am – 4:30pm (refreshments from 9:00am)
• Locations: Durham, Newcastle & Alnwick
• Cost: Free to attend – funded by Destination North East England
• Catering: Tea/coffee on arrival, refreshments and lunch provided

Please bring a laptop or tablet if you can, so you can try out tools live during the session.

Delivered by

Dr Yulia Dzenkovska (Service Design North) – AI and customer experience specialist, helping organisations adopt AI tools in practical, human-centred ways.

Simon Laing (Northern Latitude) – Visitor economy innovation specialist with long-standing experience supporting tourism SMEs to grow sustainably across the North East.

They are delivering this masterclass as part of Destination North East England’s AI in Tourism programme.