Digital tourism conference connects Shropshire sector with latest technologies

Travel and tourism expert Simon Calder addressing the River Severn Partnership Advanced Wireless Innovation Region digital tourism conference at Theatre Severn

Delegates and exhibitors at the River Severn Partnership Advanced Wireless Innovation Region Digital Tourism Conference in Shrewsbury have hailed it as a resounding success.

The Shrewsbury conference held at Theatre Severn, and an event in Tewkesbury,  brought together more than 200 leaders, innovators, and professionals from the travel and tourism sector to explore the latest trends and technologies shaping the future of the industry.

The delegates were also introduced to the many ways in which advanced wireless technology could support their digital ambitions where the availability of public networks are poor.

Travel and tourism expert Simon Calder addressed the audience at the Shrewsbury event held at Theatre Severn and underscored the critical importance of visibility and book-ability for travel and tourism companies.

His key message was that in today’s competitive market, it is essential for businesses to not only be seen but also to be easily bookable.

Farmer and BBC Countryfile presenter Adam Henson was guest speaker at the conference held at Puckrup Hall in Tewkesbury. He said:-

“Just as a well-connected farm thrives, so too does our world with wireless technology. This technology bridges communities, enhances productivity, and ensures we stay linked to what matters most.

“Connectivity is the lifeblood of modern living, and it is important that all sectors, especially rural economies, embrace the opportunity to develop appropriate strategies that will enhance the visitor experience”.

The events provided a unique platform for companies to showcase their offerings, network with potential partners, and engage with a broader audience. Attendees had the opportunity to learn from experts about the best practices for enhancing their online presence and improving their booking systems.

One of the highlights of both conferences was the series of technical workshops that delved into the transformative power of digital technologies. Delegates participated in hands-on sessions where they learned how to leverage digital tools to enhance their operations and customer experiences.

Topics covered included the use of artificial intelligence in customer service, the integration of virtual reality in travel planning, and the implementation of data analytics to drive business decisions.

Robert Macey, Shropshire Council cabinet member for culture and digital, said:-

“Like our partner local authorities across the region, Shropshire Council is supporting the new Telford and Shropshire Local Visitor Economy Partnership to transform the visitor economy. The RSPAWIR Digital Tourism Conference has provided valuable insights and practical strategies to help this sector thrive in the digital age.

“The technical workshops equipped delegates with the knowledge and skills to harness digital and advanced wireless technologies effectively. This will undoubtedly enhance their ability to deliver exceptional experiences to visitors to our region.”

Karen Woodcock, who runs the All About Newport website and social media channels, attended the Shrewsbury event. She said:-

“I was delighted to see our channels represented in Simon Calder’s talk and it gave us some great publicity for our town.

“The speakers and the exhibitors were all very informative and overall it was an excellent event showcasing the technologies we need to embrace across the sector.”

Gloucestershire County Council organised the events in partnership with the RSPAWIR.

David Gray, Gloucestershire County Council cabinet member for the environment economy and planning, added:-

“As the travel and tourism industry continues to evolve, the need for innovation and digital transformation remains paramount. The conference has laid a strong foundation for ongoing collaboration and growth within the sector.”

Notes: The RSPAWIR, managed by Shropshire Council has been awarded £3.75m of funding from the Government to support the growth of wireless innovation and technology in some of its key economic sectors.

The Partnership comprises the eight English and Welsh councils that cover the River Severn catchment area including Shropshire Council, and is one of 10 UK Innovation Regions to gain funding. The RSPAWIR will focus on accelerating the adoption of advanced wireless enabled technologies across three sectors which have particularly strong roots in the River Severn catchment area:-

• Water management
• Agri-tech
• Public sector

Further information: The award from the Department for Science Innovation and Technology is focused on the delivery of the Government’s Wireless Infrastructure Strategy, published in April 2023. The Partnership will look to its key sectors and communities to take full advantage of the transformative effect of using wireless networks to generate value and growth at the local level.