Businesses encouraged to embrace AI translation technologies for enhanced tourism collaboration
Researchers at UHI North, West and Hebrides have compiled a report detailing various options for local businesses to engage with cutting-edge Artificial Intelligence (AI) translation technologies.
Researchers at UHI North, West and Hebrides have compiled a report detailing various options for local businesses to engage with cutting-edge Artificial Intelligence (AI) translation technologies.
The report, which was written in collaboration with West Highland Peninsulas, has highlighted areas that could be appropriate to many other businesses and projects.
It showcases the growing importance of foreign language provision in Scottish tourism, with VisitScotland reporting that Scotland experienced a 23% increase in international visitors from 2022 to 2023.
Kendra Turnbull, Project Officer at the Centre for Recreation and Tourism (CRTR) at UHI North, West and Hebrides explained:
“AI translation technologies offer a unique opportunity to overcome language barriers, enhance visitor experiences, and position an area as a welcoming destination for global tourists.
The ever-emerging technology can act as that extra helping hand to rural communities and businesses which traditionally don’t have the capacity to offer foreign language provision. The report has been written with that in mind and focuses on technologies and ideas which consider everyday usability and, where possible, free technology.”
The report outlines different types of AI translation technology and provides examples of how they might be used by a destination management organisation or a tourism business. This includes, for example, how to create multilingual visitor experiences via digitalisation and translation of interpretation boards, the creation of foreign language audio tours or foreign language marketing. Other possibilities could be visitor resources such as travel guides, welcome packs or even making translation technology available to visitors to the area.
UHI have access to funding opportunities to encourage collaboration between businesses and academia. This funding could be used to develop AI translation projects and initiatives, so they would like to invite local businesses to get in touch and see how they could join this transformative initiative and leverage AI translation technologies to enhance the international visitor experience.
For more information and to discuss how CRTR can help implement these solutions for your organisation, please contact Kendra Turnbull, Centre for Recreation and Tourism Research UHI North, West and Hebrides Email: Kendra.Turnbull@uhi.ac.uk