Visit Tipperary Embraces AI to Transform Visitor Engagement and Destination Intelligence

Overview

Tipperary Tourism has partnered with Great Visitor Experiences to launch a new AI & Data Itinerary, providing visitors with a personalised way to discover everything the county has to offer while giving the destination valuable insight into visitor interests and behaviour.

Developed over a ten week implementation period, the platform combines artificial intelligence, personalised itinerary planning and destination intelligence into a single visitor engagement solution. The project represents an important step in Visit Tipperary's digital transformation strategy, enabling the organisation to inspire visitors before they arrive while generating valuable first party data to support future tourism marketing and destination management.

About Visit Tipperary

Tipperary is one of Ireland's most diverse tourism destinations, offering world class heritage attractions, outdoor adventures, food experiences, festivals, accommodation and authentic local communities.

With attractions spread across the county, Visit Tipperary recognised the opportunity to better connect visitors with the full breadth of experiences available. By making it easier for visitors to discover attractions, activities and events that match their interests, the destination aims to encourage longer stays, increase visitor spend and distribute visitors more evenly throughout the county.

The Challenge

The way visitors research and plan holidays has changed dramatically. Increasingly, visitors expect personalised recommendations rather than simply browsing static web pages. They want instant answers, tailored suggestions and itineraries built around their own interests.

Like many destinations, Visit Tipperary identified several challenges within the traditional visitor journey.

Visitors often struggled to know where to begin planning their trip, making it difficult to discover the full range of experiences available across the county. Hidden gems, local businesses and lesser known attractions were frequently overlooked, while the destination had limited visibility into what visitors were actually searching for before they arrived.

Traditional website analytics could show page views and visitor numbers, but they could not answer strategic questions such as:

• What experiences are visitors most interested in?
• What types of accommodation are they searching for?
• Which events influence travel decisions?
• What themes are attracting families, couples or international visitors?

Industry research also suggests that up to 70% of potential bookings can be lost during the pre-travel planning stage due to poor digital engagement and a lack of inspiration. Visit Tipperary recognised this as a significant opportunity to engage visitors earlier in their decision making journey.

The Solution

To address these challenges, Visit Tipperary selected Great Visitor Experiences AI & Data Itinerary platform. Rather than acting as a traditional itinerary builder, the platform combines AI powered visitor engagement with destination intelligence.

The solution enables visitors to ask natural questions about the destination while also receiving personalised recommendations based on their interests. Within seconds, visitors can build tailored itineraries that combine attractions, activities, accommodation, food experiences and events.

Key features include:

• AI powered itinerary planning
• Personalised visitor recommendations
• Website integration
• Accommodation discovery
• Attractions and activity recommendations
• Food and drink suggestions
• Family friendly experiences
• Hidden gem recommendations
• Event integration
• Destination Intelligence Dashboard
• Visitor intent analytics

The result is a more engaging planning experience for visitors while simultaneously providing Visit Tipperary with valuable first party data that can support future tourism strategies.

Delivering the Project

The implementation was completed over a ten week period through a collaborative partnership between Visit Tipperary and Great Visitor Experiences.

The project commenced with a discovery workshop to establish the destination's strategic objectives before progressing through weekly project meetings to refine the visitor experience, content structure and platform functionality.

Approximately 240 tourism businesses and experiences were incorporated into the platform, ensuring visitors have access to a comprehensive range of accommodation, attractions, activities, restaurants and events across the county.

The final solution was seamlessly integrated into the Visit Tipperary website, creating a frictionless experience that allows visitors to begin planning their trip without leaving the destination's own digital ecosystem.

Creating a Better Visitor Experience

Today's visitors expect destinations to provide inspiration as well as information. Instead of manually searching through multiple web pages, visitors can simply describe the type of experience they are looking for.

Whether planning a family holiday, a short break, a food focused escape or an outdoor adventure, the AI & Data Itinerary creates personalised recommendations tailored to individual interests.

Visitors can build complete itineraries incorporating accommodation, attractions, restaurants and events before saving or sharing their plans. This transforms destination websites from static information sources into intelligent trip planning platforms that actively help visitors make travel decisions.

From Visitor Engagement to Destination Intelligence

While the personalised visitor experience is immediately visible, one of the platform's greatest strengths lies behind the scenes. Every visitor interaction helps build a richer understanding of visitor intent.

Rather than relying solely on traditional website metrics, Visit Tipperary can begin understanding:

• What visitors are searching for before they arrive.
• Which attractions generate the highest levels of interest.
• Demand for accommodation.
• Interest in family experiences.
• Popular themes and travel motivations.
• Event demand.
• Emerging visitor trends.

These insights can support more informed marketing campaigns, stronger stakeholder engagement and better strategic decision making across the destination.

By combining visitor engagement with destination intelligence, the platform provides value for both visitors and the tourism organisation.

Conclusion

The launch of the AI & Data Itinerary marks an important milestone in Visit Tipperary's digital journey. By combining artificial intelligence, personalised visitor engagement and destination intelligence within a single platform, Visit Tipperary is creating a more engaging visitor experience while building the insight needed to support smarter tourism decisions.

The project demonstrates how destinations can move beyond simply providing information to actively inspiring travel, supporting local businesses and capturing the visitor intelligence needed to shape future tourism growth.

For Great Visitor Experiences, the project reinforces a clear vision: helping destinations deliver exceptional visitor experiences while transforming visitor engagement into meaningful destination intelligence.

See the tool in action: Itinerary Builder - Time for Tipperary

To find out more about how the Great Visitor Experiences solutions could help you, contact us here