VISIT LEICESTER LAUNCHES ENGLAND’S FIRST TOURISM AI CHATBOT

Following the launch of a brand new website last year, Visit Leicester is now the first official Tourism Organisation in England to have its own AI Chatbot – a smart new digital assistant designed to make planning a visit to Leicester and Leicestershire quicker, easier and more reliable.

FOXI, is a helpful and handy tool capable of answering any question that visitors to the website may have from attractions and events to places to eat and stay. And unlike using more widely available AI search tools, FOXI will only draw information from the Visit Leicester website, giving visitors the reassurance that its answers are accurate and fully up to date. 

An acronym for Find Out Xtra Info, FOXI is inspired by the county’s much-loved fox mascot, which also lends its name to two of our local sports teams: Leicester City Football Club and Leicestershire County Cricket Club.

The use of AI in tourism has been recognised as one of the key trends for 2026, with major tourism players like Expedia and Booking.com integrating large language models (LLM), alongside the increasing use of real-time translation and mobile digital check-ins.

These technologies are helping visitors reduce the time, friction and stress involved in travelling, but they also present challenges and complications. There is also the danger that algorithmic recommendations can fuel over-tourism, funnelling travellers to the same limited number of  destinations. 

By contrast, FOXI has been designed to support responsible destination marketing, guiding visitors to a broad range of experiences across Leicester and helping them discover lesser-known attractions alongside the city’s flagship highlights.

Alongside FOXI, the new Visit Leicester website features interactive mapping, an easier to use interface and modern design. It is also designed to be mobile first, reflecting the fact that more than 80% of users access the site using a smartphone. This approach has already led to impressive results, with a 17% increase in visits in the first six months and users spending more time exploring the site.

Visit Leicester has collaborated with Edinburgh-based digital development company, Whereverly, on the new website and FOXI. Whereverly boss, Iain McNeill, said: "We’ve been delighted to partner with Visit Leicester to deliver our most powerful AI chatbot yet. FOXI is a tool that not only represents the innovation at Visit Leicester, but empowers visitors to the region by providing them with the most comprehensive content with which to plan their trip and make the most of their time in the region. FOXI is a first for tourism organisations across England and firmly cements Visit Leicester as a front-runner in tourism innovation."

Visit Leicester Director of Place Marketing Mike Denby added: “We are always looking to be at the forefront of new developments in destination marketing. Harnessing the real power of AI allows us to help visitors make better-informed decisions, and we are incredibly proud to be the first UK tourism organisation to launch an official AI chatbot.”

“AI will fundamentally change how people plan and experience travel, but destinations have a responsibility to use it thoughtfully. For us, the priority is accuracy, trust and balance — using technology to help visitors discover more of what Leicester and Leicestershire has to offer, not just the same headline attractions. When used responsibly, AI can support better journeys for visitors and more sustainable outcomes for places.”

For recommendations on all the brilliant places to see, things to do and where to stay in Leicester and Leicestershire, ask FOXI at www.visitleicester.info