B4Experience (OFF TRAIL S.L.) has developed the project “AI and VR for Immersive Experiences” under the “Última Milla” tourism digitalization aid program, a groundbreaking initiative that transforms the way outdoor and adventure travel is booked and experienced.
Index
- AI and VR Transforming Adventure Travel
- Implemented Innovations
- Safety, Sustainability, and Scalability
- A Reference for the Tourism of the Future
AI and VR Transforming Adventure Travel
The project addresses a key need in the sector: ensuring that every traveler books the experience that best fits their level and expectations, minimizing risks, and enhancing customer satisfaction.
This project has been funded by the European Union – Next Generation EU – as part of the Recovery, Transformation, and Resilience Plan of the Spanish Government, through the “Última Milla” aid program for tourism companies. The total eligible budget is €212,713.24, with a granted subsidy of €180,759.
Implemented Innovations
Throughout 2024 and 2025, the B4Experience team has deployed a range of pioneering technological solutions:
- Multilingual Travel Chatbot (8 languages): It provides immediate, personalized responses to inquiries about destinations, activities, and outdoor technical training, powered by over 1,700 minutes of specialized content.
- Experience Levels Recommendation Algorithm: A unique system that assesses each user’s skill in activities such as trekking, mountaineering, skiing, and trail running, automatically matching them with the most suitable trips based on their profile.
- Immersive Virtual Reality (VR): The production of three high-quality VR videos, replicable for future destinations, allowing users to visualize routes and activities before booking.
- Internationalized Training with AI: Over 500 videos from the Outdoor training platform have been translated and dubbed into English with synthetic voice and automatic subtitles, expanding the reach to international markets.
- Big Data Capturing and Analysis: Implementation of a data lake and advanced dashboards that segment customers, predict trends, and optimize lead generation through more than 20 automated processes.
Safety, Sustainability, and Scalability
Thanks to these tools, travelers receive reliable and personalized information, reducing the likelihood of abandoning routes, holding back their group, or exposing themselves to accidents. Additionally, the digitalization of training and the ability to preview routes via VR contributes to reducing the carbon footprint by avoiding unnecessary travel.
The project also promotes gender equality within the sector by featuring female trailblazers, such as Núria Picas, in the VR content and exclusive training and travel programs.
A Reference for the Tourism of the Future
With this project, B4Experience (OFF TRAIL S.L.) establishes itself as a key player in the digital modernization of adventure tourism, aligned with the Sustainable Development Goals (SDGs) and the European objective of tourism sector digitalization. The combination of AI, Virtual Reality, and Big Data positions the company as a scalable and replicable model for agencies, destinations, and operators, marking a significant milestone in the safety and personalization of outdoor travel.
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