Case of success · Tourism of Aragon / Government of Aragon

Avatar Goya

+100

Questions about Aragon.

Case summary

The AI avatar of the painter Francisco de Goya that became the best host the Aragón stand at FITUR 2021 could have.

FITUR, the International Tourism Fair of Madrid, is one of the most important events in the global tourism sector. In its 2021 edition—the year of the 275th anniversary of the birth of Francisco de Goya and the first edition of FITUR after the impact of Covid-19—Tourism of Aragón faced two combined challenges: highlighting the figure of Aragón’s most universal painter with an innovative and distinctive project, and respecting the health restrictions that limited human contact in interactions with visitors. The response was Goya, a hyperrealistic avatar with Artificial Intelligence and 3D art that incarnated the painter to directly interact with the visitors of the stand.

Client

Tourism of Aragon / Government of Aragon

Sector

Tourism

Service

Historical figures · AI agents

+100 questions

From the conversational framework.

Up to 80%

Reduction of human contact.

275 years

From the anniversary of Goya commemorated.

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01 The challenge

Differentiating the Aragon tourism stand at FITUR post-Covid

FITUR 2021 was a particularly complex edition: the first after the Covid-19 pandemic, with health restrictions, reduced capacity, distancing measures and a special focus on reducing human contact in professional interactions. Tourism de Aragón faced a twofold challenge in this context. On the one hand, differentiating its stand at an event where dozens of Spanish and international tourist destinations competed. On the other, respecting the health measures without sacrificing the personal, personalized and memorable attention that a human attendant would have offered under normal circumstances, while also taking advantage of the moment to collect contact data and prescribe the Aragonese destination.

02 The solution

An avatar of Goya greeting visitors with his own voice

The solution is a hyperrealistic avatar of Francisco de Goya with Artificial Intelligence and 3D art, capable of interacting with the visitors of the Aragón stand at FITUR. Installed to almost life-size on a vertical screen, Goya moves, displays expressions, and responds by synthetic voice to more than one hundred questions posed by the visitors, both about Aragón—culture, landscapes, gastronomy, heritage—and about the painter himself. When asked who is the best painter in the world, he answers that it is him; when asked if he was deaf, he also has an original answer. The experience, in the vein of voice assistants like Siri or Alexa applied to cultural tourism, reduced human contact with the visitor by up to 80% during a time of current health restrictions.

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Key learnings

What this case teaches the sector.

The local historical character is the best ambassador of territorial brand.

Tourist stands at major fairs often rely on photographs, brochures, and tour guides to differentiate themselves. When an autonomous community chooses its most universal cultural figure as the stand’s avatar, it transforms the territorial brand message into an unforgettable experience with symbolic anchorages and recognizable identity.

The fair is the moment and the place where the most data is collected.

Every visitor interested in a trade fair stand is a high-value contact: they come with an informational intent. Designing the avatar to capture contact data and automatically integrate it into the CRM makes the fair the most effective lead-generation moment and place of the year for the destination.

The health restriction can become an opportunity for differentiation.

The restrictions imposed by Covid-19 forced a rethinking of physical contact at trade shows, stands and receptions. A virtual assistance with Artificial Intelligence that reduces human contact by up to 80% turns a temporary limitation into a strategic decision of innovation with a communicative return that goes far beyond the health context.

Innovating in the way a territory communicates strengthens its tourist positioning.

A tourist destination competes not only for its natural or heritage resources, but also for the perception it projects in professional channels. Presenting itself at a major fair with the most advanced technology sends a message about the modernity, innovation, and ambition of the territory to the industry.

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