How one historic town in Spain's Andalucia is using AI to attract more tourists

How AI is being used to increase tourism in a historic Spanish town.

Louise Brown July 29, 2025 Travel Leave a comment

Visitors to Frigiliana can now chat with an artificial intelligence, AMALia via WhatsApp to get recommendations and make plans Enjoy the picturesque Andalucian town.

The new chatbot was programmed for conversational skills, with a wealth of knowledge about Frigiliana’s top sights, shops and gastronomy as well as walking routes.

Carmen Cerezo is the Travel Councillor of Frigiliana. She believes that this service will provide a personalized experience for tourists visiting the idyllic village.

She said: “Being in a position to rely on new technology enriches our town as well as the region, and guarantees that anyone who visits will have that unique and memorable experience that Frigiliana is able to offer.”

AMALia is a product of Rebeldia Tech. Noemi Carnero, the CEO of Rebeldia Tech, says that AMALia is a more sustainable service and easier to use for tourists.

Carbonero stated: “We are looking to increase the number of visitors, and we want to ensure that tourism respects our local community.”

How does it work exactly?

Tourists are able to add +34 631 04757 to their contacts and send a WhatsApp message in any language. Tourists can send a message to the number +34 631 014 757 and ask questions in any language about Frigiliana, including what to see, do, or how to plan a visit.

The Olive Press is a great source for Andalucia News.