Developing Tourism With New Technology Study Tour and Discussion

  • The Mobile Device

A new group focusing on how technology and changing customer expectations are influencing the way tourism products are designed and delivered has got under way with a study visit to the London Stadium’s recently launched enhanced reality tour.

GTBF is supporting this new network and a number of members attended the visit, which took place on the afternoon prior to the GO Travel Show on Friday 24th February. ‘There is a wave of innovation taking place across many consumer-facing sectors, and certainly in entertainment and leisure you’ve only got to think of films, games and music and the way they support customers in getting more enriched outcomes from their activities,’ says Peter Stonham.

The group recognises that these days it is possible to put information at people’s fingertips and to bring to life destinations, historic buildings, museums and galleries and their collections in new and imaginative ways. The Future Tourism project is providing a place for those professionals in the tourism industry and suppliers of innovative concepts in enhanced experience to come together and share knowledge and ideas about how the visitor proposition can develop to meet new expectations and market opportunities.

During the first visit of the group Iain George, Project Director of specialist digital visitor experience company Imagineear, explained the thinking behind the new tour and how his company had deployed its own handset with the capability to carry customised modules of visual information and background knowledge about various elements of the stadium and its history. Visitors could learn more of its construction, role in the London Olympics in 2012 and subsequent adaptation as the home of West Home United Football Club, which has its own illustrious history to be seen and heard with the aid of the device, including more about individual players by pointing at their shirts hanging in the team’s changing room.

The tour prompted a number of interesting responses and questions, which the group explored at a round table discussion afterwards over tea at the Podium restaurant at the neighbouring ArcelorMittal Orbit. The discussion included suggestions for future meetings and visits and the enhancement of the project website, The site already includes more information about projects from Imagineear along with further examples of innovative new digitally supported visitor experiences at tourist attractions, museums and historic properties.

If you would like to be involved with the Future Tourism network as a member or a contributor of relevant information about emerging trends or successful new projects, contact Callum Sulsh –

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