Technology is changing the way visitors discover, book, and experience tourism. Hospitality Newfoundland and Labrador is helping tourism businesses navigate these changes with confidence through A.D.A.P.T. – Advancing Digital and AI Pathways in Tourism, a three-year initiative designed to make digital technology and artificial intelligence (AI) more accessible, practical, and valuable for tourism operators across the province.
Whether you operate an accommodation, restaurant, attraction, tour company, or other tourism business, A.D.A.P.T. is here to help you explore how digital tools and AI can support your business goals. From saving time on everyday tasks and improving online visibility to enhancing customer experiences and streamlining operations, the program will help businesses identify opportunities to work smarter, strengthen their competitiveness, and prepare for the future.
What Will A.D.A.P.T. Offer Tourism Businesses?
Through A.D.A.P.T., tourism operators will have opportunities to access personalized digital readiness assessments, practical training, expert guidance, and hands-on support to explore and adopt digital and AI solutions. Training and resources will focus on real-world tourism applications, including digital marketing, online booking and reservation systems, customer communications, workforce planning, cybersecurity, and responsible AI use.
The initiative will also create opportunities for businesses to participate in innovative pilot projects, explore emerging technologies, and access a provincial Digital Resource Hub featuring helpful tools, resources, and industry insights. The goal is to make technology less overwhelming and help operators find solutions that are realistic, affordable, and suited to their individual business needs.
Supporting Tourism Businesses at Every Stage
You don’t need to be a technology expert to participate. A.D.A.P.T. recognizes that every tourism business is different, with its own priorities, challenges, and level of digital experience. Whether you’re just getting started or looking to build on the tools you already use, the program is designed to meet you where you are.
Your business. Your pace. Your path forward.
Together, we’re building a more digitally confident, innovative, and resilient tourism industry in Newfoundland and Labrador.
Connect With Our Project Team
Bahar Hashemi, MBA
Project Manager | A.D.A.P.T.
Bahar Hashemi leads the coordination and implementation of the A.D.A.P.T. initiative at Hospitality Newfoundland and Labrador, working with tourism operators, industry partners, and technology specialists to support digital transformation across the province.
Interested in learning more about A.D.A.P.T. and upcoming opportunities for your tourism business? Connect with Bahar to learn about the program, planned activities, and ways to get involved.