The potential of AI for visitor management at culturally rich destinations

While Porvoo is a popular Finnish day-tour destination with occasional large crowds during the summer season and key events, it does not face the severe overtourism pressures seen in major European hotspots such as Barcelona or Berlin. Instead, Porvoo’s challenge is twofold: attracting more overnight tourists to boost the local economy and distributing tourist traffic more evenly across the town, ensuring that lesser-known areas also receive the attention they deserve.

The CULTURATI-project is launching the updated version of its platform in Porvoo. The new version features sensor data on visitor density, making it possible for the AI interface to direct visitor flows as part of the routes and game function (Ascenção, Lybeck & Horn 2024). This innovation tackles a familiar challenge faced by many popular destinations: managing visitor flow effectively, especially in a town where tourism fluctuates between quiet off-seasons and bustling peak periods.

Managing visitor flow challenges

Tourism in Porvoo reflects a familiar pattern. Iconic sights, such as the historic Old Town and its vibrant shopping street, experience heavy footfall during peak times. Meanwhile, other culturally and historically significant areas remain overlooked. This imbalance not only affects the visitor experience but also limits the benefits that tourism can bring to the wider community.

CULTURATI – a data-driven platform is designed to address these disparities. Using sensors installed at ten strategic locations across the town, it collects real-time data on visitor density. The platform’s AI algorithms analyse this information to create dynamic suggestions for visitors, guiding them toward less crowded areas.

During high-season events, this system helps manage crowding in popular spots, preventing the stress and inconvenience that comes with large gatherings. Outside of these peak periods, the platform shifts its focus to enhancing the visitor experience by spreading footfall more evenly across the town’s sights. This ensures that all areas, not just the tourist hotspots, benefit from tourism activity.

The platform also aligns with the 15-minute (Moreno et al. 2021), 20-minute (Gower & Grodach 2022) and 30-minute (Birkenfeld et al. 2023) neighbourhood/city principles, as well as with slow travel principles (Dickinson & Lumsdon 2010).

Encouraging independent exploration outside of peak hours

A standout feature of the CULTURATI-platform is its ability to support independent exploration. Rather than sticking to pre-designed itineraries or relying solely on guided tours, visitors can use the platform to discover Porvoo’s hidden gems at their own pace at a time convenient to them.

Thanks to the sensor data and AI interface, they can have a smooth experience of exploration along the routes suggested by the platform. This approach not only enriches the visitor experience but also reduces overcrowding in the most popular areas.

The routes generated by the platform brings into light sights that are often missed by visitors. Porvoo offers a wealth of sights that go beyond the traditional organised tourist trail. The town is known for its high-end restaurants, Finland’s oldest shopping street, and an active arts scene that includes galleries, artist residencies, and contemporary environmental art installations. Despite this, many of these unique offerings remain underutilized, as visitors often gravitate to the same iconic spots.

CULTURATI changes this dynamic by showcasing a broader range of experiences. Visitors can learn about local artists, explore environmental art scattered across the town, or uncover the history and stories behind Porvoo’s lesser-known locations. By continually updating its content with the help of a network of volunteers from the culture and creative industries (CCI), the platform creates an evolving map of sights, encouraging visitors to return again and again, knowing there is always something new to explore.

Supporting sustainable travel and tourism

As highlighted in Porvoo’s city strategy Unelmien Porvoo 2030 (The Porvoo of dreams 2030), sustainability is of central importance. Similarly, one of CULTURATI’s core strengths is its contribution to sustainable travel and tourism.

By redirecting visitors to underutilized areas, the platform is aiming to reduce the strain on overcrowded locations and ensures that tourism benefits are spread more evenly across the town. This approach aligns with Porvoo’s long-term goals of fostering economic growth and improving the well-being of citizens and visitors while preserving its cultural and historical heritage.

The platform’s adaptability is particularly valuable during peak events, where it can be used for critical crowd management. Sensors can be strategically repositioned to gather data from key event areas, ensuring that the system responds dynamically to the town’s changing needs. This flexibility enhances Porvoo’s ability to host large events without compromising visitor safety or the quality of the experience.

Enhancing sustainable tourism and visitor experience

Through the CULTURATI platform, Porvoo sets an example of how technology can be integrated into sustainable tourism strategies. By addressing challenges such as uneven visitor distribution and underutilized sights, CULTURATI not only enhances the visitor experience but also strengthens Porvoo’s position as a forward-thinking destination.

The potential of CULTURATI extends beyond Porvoo, offering a blueprint for other culturally rich destinations facing similar challenges. With its focus on balancing tourism and sustainability, the platform is more than just a tool for managing crowds – it is a step toward redefining how visitors experience and interact with the places they visit.

By enabling active and unhurried forms of engagement with culture and art, the platform encourages deeper community involvement.

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