Visit Leicester Launches FOXI: England’s First Official Tourism AI Chatbot

On The Table Read Magazine, “the best arts and entertainment magazine UK“, visit Leicester with FOXI – England’s first official tourism AI chatbot, now helping visitors plan smarter, more balanced trips to Leicester and Leicestershire with accurate, up-to-date local recommendations.

Visit Leicester has taken a significant step forward in digital innovation by introducing FOXI, England’s first official AI chatbot developed by a tourism organisation. This smart digital assistant aims to simplify trip planning to Leicester and Leicestershire, offering visitors quick, accurate, and helpful guidance.

What is FOXI and How Does It Work?

FOXI, which stands for Find Out Xtra Info, serves as a reliable virtual assistant on the Visit Leicester website. Visitors can ask it anything about local attractions, upcoming events, dining options, and accommodation. Unlike general AI tools, FOXI exclusively uses information from the official Visit Leicester website. This ensures all responses are accurate, trustworthy, and fully up to date, giving users confidence when making travel decisions.

The chatbot draws inspiration from Leicestershire’s beloved fox mascot, a symbol also reflected in the names of prominent local sports teams, Leicester City Football Club and Leicestershire County Cricket Club.

Supporting Responsible and Balanced Tourism

AI adoption is a major trend in tourism for 2026. Leading platforms like Expedia and Booking.com are integrating advanced language models, while real-time translation and digital check-ins are becoming more common. These tools help reduce planning stress and friction for travellers.

However, concerns remain around algorithmic recommendations that can contribute to overtourism by directing most visitors to the same popular spots. Visit Leicester has addressed this by designing FOXI to promote responsible tourism. The chatbot encourages exploration of a wide variety of experiences across the city and county, highlighting both flagship attractions and lesser-known gems.

A Modern, Mobile-First Website Experience

The AI chatbot forms part of a broader website overhaul launched last year. The refreshed Visit Leicester site now features:

• Interactive mapping tools
• A cleaner, more intuitive user interface
• Modern design optimised for mobile devices

This mobile-first approach reflects real user behaviour, with more than 80% of visitors accessing the site via smartphones. Early results have been strong, showing a 17% increase in site visits in the first six months alongside higher user engagement and time spent exploring content.

Collaboration Driving Innovation

Visit Leicester partnered with Edinburgh-based digital development company Whereverly to create both the new website and FOXI. The project positions Leicester as a leader in tourism technology, empowering visitors with comprehensive, tailored information to make the most of their stay.

The initiative reflects a thoughtful approach to AI in destination marketing. By prioritising accuracy, trust, and balance, Visit Leicester aims to enhance visitor journeys while supporting more sustainable tourism outcomes for the region.

Why This Matters for Travellers

FOXI represents more than just a chatbot — it signals a shift in how destinations can use technology to improve the visitor experience. For anyone planning a trip to Leicester and Leicestershire, it offers a fast, dependable way to discover what the area has to offer, from iconic landmarks to hidden highlights.

As AI continues to reshape travel planning, Visit Leicester’s responsible implementation sets a positive example for other UK destinations. Travellers can now enjoy smarter, more personalised guidance while helping support a more balanced distribution of visitors across the region. Whether you’re looking for family-friendly attractions, cultural events, great places to eat, or unique stays, FOXI is ready to help make your Leicestershire adventure smoother and more memorable.

Find Visit Leicester now:

 www.visitleicester.info

www.visitleicester.info/uncoverthestory

www.visitleicester.info/see-and-do/activities/

www.visitleicester.info/taste-the-place