Visit Leicester Launches England's First Tourism AI Chatbot: What It Means for Hospitality and Events
February 11, 2026 - Visit Leicester has launched FOXI, England's first official tourism AI chatbot, giving visitors a faster, more reliable way to plan trips across Leicester and Leicestershire.
FOXI (Find Out Xtra Info) is inspired by the county's fox mascot, a nod shared by Leicester City Football Club and Leicestershire County Cricket Club. It fields questions on attractions, events, food, and places to stay - and only uses content from the Visit Leicester website. That keeps answers accurate, current, and aligned with the destination's priorities.
Context: AI in travel is growing, but so are the stakes
Major players are rolling out AI trip tools, from itinerary assistants to real-time Translation and digital check-ins. See, for example, Booking.com's AI trip planner announcement here. These tools reduce friction for travelers, but broad, algorithm-driven recommendations can funnel people to the same hotspots and create pressure on popular areas.
FOXI takes a different path. It's built to support responsible destination marketing by surfacing a broader mix of experiences - guiding visitors to both flagship highlights and under-the-radar options. That means better dispersion, happier guests, and a healthier visitor economy. For a wider view on managing visitor pressure, see UNWTO's overview of overtourism here.
The website behind FOXI: built for speed and mobile
Alongside FOXI, Visit Leicester's website now offers interactive mapping, a simpler interface, and a modern, mobile-first Design. With more than 80% of users on smartphones, this focus matters. Early results are strong: a 17% increase in visits in the first six months, with users spending more time on site.
Why this matters to hospitality and event professionals
FOXI helps visitors make quicker, better decisions - which leads to clearer expectations and fewer pre-arrival queries. It also spreads demand across venues and neighborhoods, supporting capacity management and year-round visitation.
- Give guests instant answers. Share FOXI with visitors for up-to-date hours, transport details, booking info, and nearby options - fewer calls and emails for your team.
- Build smarter itineraries. Balance marquee draws with lesser-known spots to ease peak-time pressure and improve flow during events.
- Keep your listing sharp. FOXI pulls from the Visit Leicester website, so update images, opening times, accessibility details, menus, and booking links.
- Plan promotions around dispersion. Feature niche experiences, off-peak specials, and neighborhood trails that FOXI can surface to curious planners.
- Make it easy on-site. Add QR codes to lobbies, rooms, welcome packs, and delegate guides so guests can get quick, reliable answers.
- Use query insights. Ask Visit Leicester about common questions and trending searches to shape packages, content, and staffing.
What leaders are saying
Iain McNeill of Whereverly, the Edinburgh-based digital company behind the build, said their team partnered with Visit Leicester to deliver their most advanced chatbot yet - a tool that helps visitors plan with comprehensive local content and sets a new benchmark for tourism organisations in England.
Visit Leicester's Director of Place Marketing, Mike Denby, emphasized the goal to lead on practical innovation in destination marketing. He highlighted that AI is helping visitors make better-informed decisions and noted pride in being the first UK tourism organisation to launch an official AI chatbot.
He also underlined responsible use: AI will change how people plan and experience travel, but destinations should apply it with care. Accuracy, trust, and balance come first - using technology to help visitors discover more of Leicester and Leicestershire, not just the headline attractions. Done well, this supports better trips for guests and more sustainable outcomes for the place.
Next steps for operators
- Review your Visit Leicester listing this week - refresh copy, photos, amenities, accessibility notes, and booking links.
- Create 2-3 FOXI-friendly experiences (e.g., themed menus, micro-tours, early-bird or late seating offers) that work during busy periods and shoulder times.
- Brief front-of-house teams to recommend FOXI for live planning help; place QR codes where guests naturally ask questions.
- Coordinate with nearby venues to build mini-itineraries that FOXI can surface (pre-theatre dining, family routes, accessible trails).
Want to build team skills around practical AI for guest comms, itineraries, and operations? Explore curated options by role at Complete AI Training.
Bottom line
FOXI gives Leicester a clear advantage: fast, trustworthy answers and a smarter way to spread demand. For hotels, venues, and event planners, this is your cue to update listings, shape offers that FOXI can surface, and make it easy for guests to plan more - and stay longer - across the region.
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