Artificial intelligence is increasingly making its mark on tourism, and no longer solely through major 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 holiday planning. The region to the south of Merano is taking a step that illustrates just how rapidly tourism communication is changing: away from traditional brochures and static websites, towards personalised digital assistants available around the clock.
The name "Maia" is a deliberate choice. It draws on the historical roots of the area around Merano. Early settlement structures already existed here during Roman times , later developing into what became known as "Castrum Maiense". The historical designation "Mairania" from the year 837 points to the same origins. The new digital assistant thus connects regional history with modern technology.
Answers rather than information overload
When on holiday, many travellers today are looking for fast, precise information: which walk is suitable in changeable weather? Which bus connection is currently running? Where are family-friendly excursion destinations or local restaurants to be found? This is precisely where Maia is intended to step in.
The system was developed in collaboration with the South Tyrolean start-up Touristinfo.ai. According to the tourism organisation, the AI is based exclusively on verified and up-to-date content, supplemented by weather data, public transport information and further open data sources. This is intended to prevent the AI from delivering inaccurate or outdated recommendations, a problem that continues to be raised in discussions about many publicly accessible AI systems.
A further difference from conventional tourism websites: Maia responds in a conversational manner. The AI asks follow-up questions, identifies interests and attempts to tailor recommendations individually. Those travelling with children, for instance, will receive different suggestions from those offered to activity-minded walking holidaymakers or guests seeking rest and relaxation.
Through tastings, excursions, and regional experiences, the AI assistant "Maia" is set to provide guests in Lana and the surrounding area with tailored recommendations going forward.
Access directly via WhatsApp
Use has been kept deliberately straightforward. Maia works directly via WhatsApp or, alternatively, through a web version on the Ferienregion Lana website. There is no additional app to install. In tourism particularly, this low-threshold access could prove a significant factor, as many travellers on the move want to retrieve information with as little fuss as possible.
According to the tourism organisation, the AI is familiar not only with the best-known sights but also with smaller localities, the distinctive features of individual communities and the region's infrastructure. This is intended to help visitors discover lesser-known offerings, from culinary addresses and cultural events through to quieter excursion destinations away from the usual hotspots.
Digital visitor management as a model for the future
Particularly noteworthy is the strategic thinking behind the project. Maia is not merely intended to inform but also to guide visitor flows in a purposeful way. The region is drawing on what is known as "nudging", gentle recommendations that steer users in a particular direction without resorting to prohibitions. In practical terms, this means the AI is more likely to suggest public transport , recommend regional producers or point towards less crowded locations and alternatives. The aim is a more sustainable form of tourism that takes greater account of both the environment and the quality of life of local residents.
In popular parts of South Tyrol, visitor management is becoming an ever more pressing concern. High visitor numbers bring economic benefits but also create traffic problems, crowded town centres and pressure on natural areas. Digital systems such as Maia could therefore play an increasingly important role in distributing tourism flows more evenly in the future.
Further development already planned
The tourism organisation is already planning to connect Maia with additional data sources, including information covering the greater Merano area. This will allow the service to be continually expanded and more closely integrated at a regional level.
Whether AI assistants such as Maia will establish themselves as a fixture in travellers' everyday lives remains to be seen. What is already clear, however, is that a growing number of holiday regions are turning to digital helpers in order to provide guests with information more quickly, more personally and more up to date. Lana and its surrounding area is therefore among the regions in South Tyrol that are actively embracing this transformation at an early stage.
