Visit Leicester revealed the launch of FOXI, England’s first official tourism AI chatbot integrated into its website to assist visitors planning trips to Leicester and Leicestershire. The tool, named Find Out Xtra Info and inspired by the county’s fox mascot linked to local sports teams, answers queries on attractions, events, dining, and accommodation. FOXI draws exclusively from the Visit Leicester website to ensure responses remain accurate and current.
The chatbot supports responsible destination marketing by guiding users towards a wider range of experiences, including lesser-known sites alongside main attractions, to distribute visitor interest more evenly. The updated website includes interactive mapping, a mobile-first design, and an improved interface, which contributed to a 17% rise in visits and longer user sessions in the first six months. Collaboration with Edinburgh-based Whereverly delivered the AI development.
Iain McNeill from Whereverly and Mike Denby from Visit Leicester confirmed the innovation positions the organisation at the forefront of tourism technology. The approach prioritises accuracy, trust, and balanced promotion to enhance visitor planning and encourage sustainable outcomes for the area. Visitors can access FOXI directly on the Visit Leicester website.
Iain McNeill shared “We’ve been delighted to partner with Visit Leicester to deliver our most powerful AI chatbot yet. FOXI is a tool that not only represents the innovation at Visit Leicester, but empowers visitors to the region by providing them with the most comprehensive content with which to plan their trip and make the most of their time in the region. FOXI is a first for tourism organisations across England and firmly cements Visit Leicester as a front-runner in tourism innovation.”
Mike Denby shared “We are always looking to be at the forefront of new developments in destination marketing. Harnessing the real power of AI allows us to help visitors make better-informed decisions, and we are incredibly proud to be the first UK tourism organisation to launch an official AI chatbot. AI will fundamentally change how people plan and experience travel, but destinations have a responsibility to use it thoughtfully. For us, the priority is accuracy, trust and balance — using technology to help visitors discover more of what Leicester and Leicestershire has to offer, not just the same headline attractions. When used responsibly, AI can support better journeys for visitors and more sustainable outcomes for places.”
