In March 2025, local businesses, policymakers, and digital innovators gathered at Wicksteed Park for a pivotal conversation about the future of tourism in Northamptonshire.
Organised by the South Midlands Growth Hub in partnership with the British Business Bank, the event brought together a wide range of stakeholders in the region’s visitor economy. Central to the day’s discussions was the role of digital transformation and emerging technologies in helping tourism providers adapt, recover, and thrive.
Spotlight on AI: Fliweel.tech Leads the Conversation
One of the key sessions of the event was a panel discussion chaired by Andy Paul, CEO of Fliweel.tech, focusing on the role of artificial intelligence in the tourism sector. The session explored how AI is reshaping the way customers engage with destinations, attractions, and experiences from AI-powered concierge services to real-time guest interaction and predictive booking tools.
Andy Paul emphasised that, “AI should be seen as a co-pilot for tourism providers enhancing service, not replacing the human touch.” The discussion highlighted how businesses of all sizes can adopt scalable, affordable AI solutions to elevate customer experience and streamline operations.
Key Themes from the Event
Throughout the day, speakers and attendees explored several pressing themes for the future of tourism in the South Midlands region:
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Access to finance: The British Business Bank outlined funding opportunities tailored to the needs of the visitor economy.
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Digital innovation: Tools such as chatbots, AI-driven analytics, and smart ticketing were presented as immediate areas for growth.
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Sustainability: There was a growing call for greener, tech-enabled practices to reduce overheads and environmental impact.
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Collaboration: The event encouraged regional coordination between digital providers, tourism boards, and local authorities.
A Catalyst for Growth and Modernisation
For local tourism operators including independent hotels, heritage venues, and event organisers, the event served as a clear message: embracing innovation is no longer optional. Technology is not just for large chains; it is increasingly accessible and essential for smaller enterprises looking to grow sustainably.
As one attendee put it, “Events like this are vital. They help us move from reacting to change, to actively preparing for it.”
What’s Next for Tourism Businesses?
If you missed the event, here are some practical takeaways:
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Review your current tech stack – Are you capturing and using customer data effectively?
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Investigate AI opportunities – Tools like Fliweel.tech’s conversational platforms can automate FAQs and bookings.
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Stay connected – Engage with local growth hubs and funding bodies to access support and community.
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Build partnerships – Collaborate with digital firms, sustainability experts, and experience designers to enhance your offer.
Continuing the Conversation
Fliweel.tech was proud to be part of this initiative and is committed to supporting the region’s tourism businesses in unlocking new potential through AI and automation.
For more on the event, visit the British Business Bank website.
Interested in exploring how AI could benefit your tourism business? Book a discovery call with Fliweel.tech today.
ABOUT FLIWEEL.TECH
Fliweel.tech is a leading provider of AI and automation solutions, specialising in intelligent bot development and robotic process automation. Our mission is to help businesses streamline their operations, reduce errors, and focus on higher-value tasks through innovative technology. With a commitment to excellence and customer satisfaction, Fliweel.tech delivers customised solutions that drive tangible results for clients across various industries.
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