Artificial intelligence is making increasing inroads in tourism, and not just on large international platforms. With "Maia," the Ferienregion Lana und Umgebung in Südtirol has now introduced its own AI-powered travel companion designed to help both visitors and locals find their bearings and simplify vacation planning. The region south of Merano is taking a step that illustrates how profoundly tourism communication is changing right now: away from traditional brochures and static websites, toward personalized digital assistants available around the clock.
The name "Maia" was chosen deliberately. It draws on the historical roots of the area around Merano. As far back as Roman times early settlement structures existed here, which later evolved into what became known as the "Castrum Maiense." The historical designation "Mairania," dating to 837, also points to this development. The new digital assistant thus connects regional history with modern technology.
Answers Instead of Information Overload
When traveling, many visitors today are looking for quick, precise information: Which hike is suitable in changeable weather? Which bus connection is currently running? Where can families find day-trip destinations or regional restaurants? This is exactly where Maia is meant to step in.
The system was developed in collaboration with the South Tyrolean startup Touristinfo.ai. According to the tourism organization, the AI is based exclusively on verified and up-to-date content. This is supplemented by weather data, public transportation information, and other open data sources, helping to prevent the AI from delivering inaccurate or outdated recommendations, a problem that comes up repeatedly with many publicly available AI systems.
Another difference from traditional tourism websites: Maia responds in a conversational, dialogue-oriented manner. The AI asks follow-up questions, recognizes interests, and tries to tailor recommendations individually. Those traveling with children, for example, will receive different suggestions than athletically inclined hiking vacationers or guests specifically seeking rest and relaxation.
Access Directly via WhatsApp
The experience is kept intentionally simple. Maia works directly via WhatsApp or, alternatively, through a web version of the Ferienregion Lana. Users do not need to install an additional app. In tourism particularly, this low-barrier access could be an important factor, as many travelers want to retrieve information as effortlessly as possible while on the go.
According to the tourism organization, the AI is familiar not only with the best-known attractions but also with smaller localities, the distinctive features of individual municipalities, and the region's infrastructure details. This is intended to help visitors discover lesser-known offerings, from culinary addresses and cultural events to quieter day-trip destinations off the beaten path.
Digital Visitor Management as a Model for the Future
Particularly noteworthy is the strategic approach behind the project. Maia is meant not just to inform, but to actively guide visitor flows. The region is relying on what is known as "nudging," gentle recommendations that steer users in a particular direction without imposing restrictions. In practice, this means the AI tends to suggest public transportation recommends regional producers, and points toward less crowded locations and alternatives. The goal is a more sustainable form of tourism that places greater consideration on both the environment and the quality of life for local residents.
In popular regions of South Tyrol, managing visitor flows is becoming an increasingly pressing issue. High guest numbers bring economic benefits, but they also create traffic problems, crowded town centers, and strain on natural areas. Digital systems like Maia could therefore play a growing role in distributing tourism flows more effectively in the future.
Further Development Already Planned
The tourism organization is already planning to connect Maia to additional data sources, including information from the greater Merano area, so that the service can be continuously expanded and more closely integrated across the region.
Whether AI assistants like Maia will become a lasting part of everyday travel remains to be seen. What is already clear, however, is that more and more vacation regions are turning to digital helpers to provide guests with information that is faster, more personalized, and more current. Lana and its surroundings are thus among the regions in South Tyrol that are actively embracing this shift early on.