BNFR AI
Our clear, grounded approach to AI training for tourism.
AI is transforming how tourism teams think, plan, and sell. It's influencing the way tourism products are shaped, booking decisions are made and content is created.
For destinations and tourism businesses SMEs, it presents both opportunity and responsibility: to work smarter, act with clarity, and grow with purpose.
We’re here to help.
What we offer
We help destinations, SMEs and tourism development programs apply AI to real-world tourism challenges and focus on what works, not just what's new.
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A practical introduction for entrepreneurs and teams who want to understand AI and start applying it responsibly in day-to-day work.
Outcome: Stronger confidence, clearer decisions, practical first steps.
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Support for tourism businesses using AI during the design phase: from market insight and persona development to storytelling and refinement.
Outcome: Smarter, stronger offers that align with sustainability values.
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Guided audits to map out a business’s current digital setup and identify where AI can add value and where it may not.
Outcome: A realistic, priority-based roadmap for adopting AI.
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Workshops to help tourism teams use AI before, during, and after B2B events. From messaging to lead follow-up, we help make participation more effective.
Outcome: More confident, prepared teams that get results from events.
How we work
Our approach is modular, flexible, and shaped by years of delivering tourism training in remote, hybrid and in-person settings.
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We adapt our AI workshops to align with your programme’s branding, materials, and tone. Ideal for donor-funded initiatives or institutions seeking a unified training identity.
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Pre-developed and field-tested, our workshops are ready to go. Use them as standalone interventions or slot them into your events, roadshows, or digital skills programmes.
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We work with you to create a new training offer tailored to your exact needs — from national tourism academy content to bespoke workshops for specialist audiences.
Who we've helped
Who we've helped
In jordan we worked with ASEZA and JTB to develop AI-assisted Traveller personas, and improved the AI literacy of local tour operators. In uganda we trained 25 tour operators on how to use ai to develop more responsble products. We also developed an open source ai training module for tourism smes. In ethiopia we trained the ministry of tourism on AI fundamentals for destination marketing, and improved the ai literacy for a tourism community in hanbaricho. For cbi’s market intelligence department we c0-wrote an ai market study, and developed an online ai master class series for tourism smes.
What people said
"It was my first time attending this type of workshop, and it was eye-opening. I appreciated the hands-on approach and the actionable examples provided."
— Abriham Melese, Tourism Marketing Division, MoT
“I really enjoyed the course, I learned a lot actually and lost my apprehension for ChatGPT. One of my biggest problems with using it was the generic tone it used and over-excessive language. This course showed me how to use/train the AI to represent my company's voice, so now I think I can utilize it a lot more. It will be very useful as we are currently re-making our website.”
— Jenny Caunt, Himalayan Single Track, Nepal
"The seminar was excellent; I gained a clear understanding of the potential of AI in market research and intelligence. It was very well-organized and insightful."
— Ms. Alemnesh Flselassil, MoT, Ethiopia
“The training gave our team practical, hands-on exposure to AI tools for content creation, campaign planning, and market analysis — not just theory, but real skills we could immediately put into practice. This has been especially important in helping us position our products for the European market. What made the programme even better was the communication throughout: always clear, supportive, and personal, which made us feel guided every step of the way!”
— Ayman Abd Alkareem, CEO, Experience Jordan
“The AI course was really, really good. Very grateful that I got the opportunity because I have been terrified of it, and actually, it is quite fun.”
— Juanita Yiah, Director of Tourism, Liberia
“This course explains and teaches best practices in a quick and efficient manner, so that it helps us to get good results within a very short time. The 6 videos series on YouTube was also really helpful!”
— Marco Degasper, Simien Eco Tours, Ethiopia
“The AI training under the CBI Jordan Tourism Program has opened new horizons, allowing us to elevate the digital presence of Holy Land Jordan with precision and foresight. This balance between progress and tradition will ensure Jordan’s tourism remains both modern in reach and eternal in spirit.”
— Amer Essam Al-Twal - Jordan Tourism Board (JTB)