A modern solution to a historic challenge
Like many heritage towns, Rye no longer has a dedicated Visitor Information Centre. The responsibility of helping tourists navigate the town often falls, unfairly, to the volunteer staff at the Rye Heritage Centre.
Without funding to employ staff, finding a long-term solution is a challenge for any destination. Rye & District Chamber of Commerce has developed a sustainable solution that has the benefit of not needing staff or indeed premises and can remain current and accessible.
Visit Rye is the town's new tourism information service. It features an AI-powered virtual assistant that can act as a 24/7 year-round town guide helping visitors discover everything Rye has to offer right from their smartphones.
This project isn’t just a practical solution; it’s a transformative tourism innovation the first of its kind in the UK delivered via WhatsApp.
Funded by the people, for the people
Thanks to successful lobbying by the Chamber, this initiative is being funded via Levelling Up Partnership - through a capital grant for public realm projects. The funding has meant that Rye will have a multilingual, real time tourist information service that ensures the visitor experience is seamless, while helping support the town's businesses. The AI tool has been created to be playful and in keeping with the town's personality.
Why Captain Pugwash?
The idea was to create more than just a chatbot. The goal was to celebrate a much-loved cartoon character with roots in Rye that visitors could truly engage with, adding a layer of charm with strong connections to Rye that visitors could truly engage with, adding a layer of charm and storytelling to tourist experience.
Created by the celebrated writer and animator John Ryan who lived in Rye during the latter part of his life, Captain Pugwash is a character already steeped in maritime mischief and loved by generations. With permission from the Ryan family estate, the loveable Pugwash character is being reimagined, true to his original spirit, but this time as the friendly virtual tour guide for Rye.
Through Captain Pugwash, visitors can:
- Ask questions about the town’s history, attractions, events, and businesses
- Receive personalised suggestions for where to eat, shop, and explore
- Engage in an experience that’s interactive, playful, and entirely unique to Rye
How it works
The Captain Pugwash chatbot accessible via WhatsApp. Simply scan the QR on tourism information boards at the station or around town in the carparks. around town. There is also a webchat tool right here on www.vistrye.co.uk.
Future expansion is in the pipeline for chatting to Pugwash via Facebook and Instagram Messenger.
Benefits for local businesses
By guiding visitors through the town’s unique shops, cafés, galleries, and experiences, the chatbot becomes a digital concierge, encouraging increased footfall and dwell time.
In future phases, the platform can integrate business offers, promote events, and even track visitor trends allowing for smarter desitnation marketing decisions and business planning.
Heritage meets innovation
This project is not just a quirky addition to Rye’s tourism toolkit, it’s a pioneering example of how historic towns can embrace technology without losing their character. The Captain Pugwash chatbot will celebrate Rye’s story, share its secrets, and welcome visitors with a distinctive voice that’s both helpful and delightfully familiar.
As the very first WhatsApp tourism chatbot in the UK - powered by a beloved cultural character and supported through public investment - this project places Rye on the national map for digital tourism innovation. Rye & District Chamber of Commerce, a not-for-profit and entirely volunteer-led organisation, has worked with the Matador Network in the US to bring this to life. Matador is the world's No. 1 media brand for adventurers and the creator of GuideGeek.
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