Rye's Digital Lifeline: How an AI Pirate Revived Visitor Services

RYE, United Kingdom – November 24, 2025 – Visitors arriving in the historic citadel of Rye are no longer greeted by a closed tourist information office, but by the cheerful invitation of a familiar pirate. With a quick scan of a QR code, they can now chat directly with Captain Pugwash, the iconic children's character, who has been digitally resurrected as the town's new AI guide. This innovative service, powered by Matador Network's GuideGeek platform, provides instant, personalized itineraries and recommendations, steering visitors toward local businesses and attractions.

Beneath this charming surface lies a story of community resilience and strategic innovation. Faced with the loss of a critical service due to funding cuts, the town's volunteer-led Chamber of Commerce harnessed public funds and cutting-edge technology to create a solution that is not only cost-effective but also deeply rooted in local heritage. Rye's journey offers a compelling blueprint for how communities can navigate fiscal challenges to build stronger, more connected futures.

From Crisis to Catalyst: Answering a Critical Need

For a town that thrives on its visitor economy, the closure of Rye's tourist information point in April 2023 was a significant blow. The decision, driven by a lack of funding, left a palpable void in the town's service infrastructure. As Rye Chamber Chair Jane Brook noted, being without a dedicated information service was difficult for a premier tourist destination. The physical center, like many across the country, had become financially unsustainable, a casualty of shifting visitor habits and strained local government budgets.

This challenge, however, became a catalyst for change. The Rye Chamber of Commerce, a volunteer-run organization, took the lead in finding a forward-thinking solution. Their opportunity came through the UK's Levelling Up fund, a government initiative designed to boost regeneration in local communities. By successfully securing a portion of this capital, facilitated through the Rother District Council, the Chamber was able to finance a project that would have been unattainable through traditional means. The funding allowed them to bypass the high overheads of a physical building and paid staff, investing instead in a sustainable digital asset designed for the modern traveler.

This strategic use of public funds demonstrates a powerful model for service innovation. Rather than simply plugging a gap, the Chamber invested in a long-term solution that not only restores but enhances the visitor experience, ensuring that crucial tourism information remains accessible, current, and engaging for all who come to explore the town's cobbled streets.

Blending Heritage with High-Tech Engagement

The brilliance of Rye's solution lies in its unique fusion of advanced technology with beloved local culture. The choice of Captain Pugwash, a character created by long-time Rye resident John Ryan, was a masterstroke. Instead of an impersonal chatbot, visitors are greeted by a personality brimming with character, transforming a simple query into a delightful interaction.

"I'm delighted that some familiar and much-loved faces will be seen on the tourist signage around town," said Isabel Ryan, daughter of the creator, who collaborated on the project. "Captain Pugwash is jumping for joy at being part of a very big adventure in Rye!"

This collaboration was central to the project's authenticity. Working with John Ryan's estate, the team was able to train the GuideGeek AI on extensive local data from the Chamber of Commerce, all while capturing the pirate's unmistakable voice. The AI provides real-time, personalized responses on everything from restaurant recommendations to family-friendly itineraries, connecting visitors directly with Rye's businesses. The new system is seamlessly integrated into platforms travelers already use, accessible via the town's tourism website and, crucially, through WhatsApp—making it an ever-present guide in a visitor's pocket.

For Matador Network, a media brand known for its creator-first content and travel technology, the project represented a series of firsts. "Not only is Rye the first UK destination we've worked with to develop a custom AI tool on the GuideGeek platform, but Rye Chamber is also the first volunteer-run organisation we've worked with," stated Ross Borden, CEO of Matador Network. "Discovering Pugwash and training the AI to adopt his jolly pirate vibe has also been a highlight for us."

A New Model for Accessible, Scalable Service

Rye's adoption of this technology places it alongside major global destinations like New York City, Greece, and New Zealand, all of which use custom GuideGeek tools. Yet, the significance of this launch is its demonstration that sophisticated AI solutions are no longer the exclusive domain of large, heavily funded tourism boards. The project serves as a powerful proof-of-concept for countless smaller towns and community organizations facing similar resource constraints.

GuideGeek's platform stands out in a growing market of travel AI. Unlike many competitors, it is designed for mass accessibility through popular messaging apps and monetizes through white-label partnerships rather than ads or selling user data. This business model makes it an attractive partner for public service-oriented organizations like the Rye Chamber. By providing a scalable, adaptable framework, it allows destinations to build a powerful information hub without the need for in-house development teams or costly infrastructure.

The tool's potential extends far beyond answering tourist questions. The platform is already scaled for future applications designed to directly benefit local businesses, including footfall data capture, push notifications to visitors about events or special offers, and a vehicle for running town-wide promotions. This transforms the AI from a simple information kiosk into a dynamic economic development tool, capable of driving traffic and providing valuable insights into visitor behavior. It represents a shift from a passive to an active model of visitor engagement, creating a more resilient and responsive local economy.