East Japan Railway, NTT, NTT Comware, and Beemap have conducted a trial with an app called ‘Morioka Mekuri‘ that uses AI to recommend attractive local spots in real time to encourage changes in tourist behavior. AI-powered travel recommendations

This app is designed to enhance the travel experiences of tourists by offering personalized recommendations based on their preferences and the current tourist flow at different destinations.

The second phase of this experiment will commence on 19 July, building on the results from the initial phase conducted in February 2024. This phase will introduce push notifications to provide real-time updates on ‘recommended experiences’ and ‘notifications from shops and facilities’

Overview of the demonstration experiment

A demonstration experiment was conducted in Morioka City, Iwate Prefecture, from February 1st to 29th, 2024 (weekends and holidays included). The goal was to assess the effectiveness of AI-powered recommendations on a tourist navigation site called “Morioka Mekuri.” The AI analyzed user browsing history and interests to suggest personalized travelogues written by like-minded tourists and recommend suitable tourist spots. Researchers examined the impact on “promoting tourist movement” (e.g., length of stay, number of stores visited) and “creating local fans” (increased attachment and support for Morioka) through web service logs and questionnaires.

How to use Marioka Mekuri app:

① Start by visiting the website. You can refer to tourist spots, facilities, shops, travelogues and introductory articles in Morioka.

② You can create a travel plan to visit spots that suit your preferences using the AI ​​recommendation function based on your membership registration information, travel journals, and article reference status.
③ You can check the route map of your travel plan while traveling.
④ Recommended spots are suggested based on the people you are traveling with, the time of day, and your current location. If there is a sudden change in plans or you have some free time, nearby recommended spots will be recommended.

Use of AI in the travel industry

The use of AI in the travel industry is not limited to Morioka Mekuri. AI is also used in flight price prediction, personalized recommendations, and chatbots for customer service. Furthermore, AI can help manage and optimize resource allocation and routing in tourist destinations.

AI can also be a champion for sustainable travel. Imagine AI-powered recommendations steering tourists towards less crowded destinations, alleviating the pressure on popular hotspots. This not only benefits the environment but also allows you to discover unique gems off the beaten path.

Moreover, tourist mobile apps like ‘Morioka Mekuri’ can provide interactive features such as augmented tours and gamified experiences, making travel more engaging.

Lastly, AI is being used in conjunction with the metaverse to create virtual travel experiences and provide individualized recommendations. However, it’s crucial to strike a balance between innovation and concerns related to privacy and data security.

About Morioka

Immerse yourself in the charm of Morioka, the capital of Iwate Prefecture in northern Japan. This city, nestled amidst picturesque mountains and rivers, offers a delightful mix of history, culture, and nature.

History buffs will be fascinated by Morioka Castle, a significant landmark hinting at the region’s rich past. For a contemporary twist, explore the energetic Morioka Hachiman Festival, a vibrant celebration showcasing local culture.

Nature lovers have their haven too. The Iwate Prefectural Museum of Art provides a tranquil escape while venturing outside the city brings you to Koiwai Farm, one of Japan’s most renowned dairy farms.

Foodies won’t be disappointed either – Morioka is famed for its delectable noodles! Whether you prefer a historical or modern ambiance, Morioka offers an unforgettable Japanese experience.

And if you visit in the spring, you’ll be treated to a spectacular display of cherry blossoms! Morioka boasts several beautiful spots to enjoy these delicate flowers, including Morioka Castle Ruins Park and Takamatsu Park. The blossoms typically reach peak bloom in mid-April, so be sure to plan your trip accordingly. During this time, the city comes alive with the Morioka Sakura Festival, offering a chance to experience Japanese culture at its finest.

Final thoughts

The future of travel promises to be even more engaging. Tourist apps like “Morioka Mekuri” pave the way for interactive features like augmented reality tours and gamified experiences. The world of travel is merging with the metaverse, offering personalized recommendations and even crafting virtual travel experiences! AI-powered travel recommendations