Colour My Travel's AI Research
Research & Innovation at Colour My Travel
For over a decade, Colour My Travel has been at the forefront of reimagining heritage tourism through research and technology. As part of SeyTravel Ltd's commitment to innovation, we actively participate in research projects funded by Xjenza Malta that explore how technology can enhance the visitor experience.
HiD-CATCH: History in Dialogue
History in Dialogue: A Collaborative Approach to Heritage Tours with AI Chatbots (HiD-CATCH) is our current research initiative, funded by Xjenza Malta through the Research Excellence Programme. This project investigates how Large Language Models can complement human tourist guides to create richer, more personalized heritage experiences.
The research addresses a critical question: Can AI-powered conversational systems enhance walking tours while keeping human guides central to the experience? Through carefully controlled pilot tours in Valletta, we're developing frameworks for AI-human collaboration in cultural tourism, creating training protocols for historical accuracy, and establishing guidelines for technologically-enhanced heritage discovery.
The project brings together AI researchers, professional tourist guides, historians, UX designers, and cultural heritage experts—including collaborators from St John's Co-Cathedral Foundation. Our pilot tours—including the experimental "Sins in the City" experience—serve as real-world laboratories where visitors engage with AI chatbots embodying historical figures like Grand Master de Valette and Caravaggio, while our expert guides provide the irreplaceable context, storytelling, and human connection that make tours memorable.
Our Research Portfolio
SeyTravel Ltd has successfully completed multiple research projects. MAtics (REP-2021-033) examined facial recognition technologies in tourism contexts, resulting in peer-reviewed publications on algorithmic bias across demographic groups. REtics (R&I-2022-018L) explored responsible AI deployment in visitor experiences.
Our research directly supports Malta's National AI Strategy and Tourism Strategy 2021-2030. Through international conference presentations, journal publications, and industry guidelines, we're contributing to both academic knowledge and practical applications.
Interested in participating? Join one of our pilot research tours and help shape the future of cultural heritage tourism.
