GuideGeek, the AI travel platform from Matador Network, has partnered with ExploreNB to launch Explora, an artificial intelligence–powered chatbot designed to assist visitors in planning trips to New Brunswick.
The tool, piloted in early 2025 and now rolled out broadly, provides instant conversational answers to travel and tourism inquiries. Explora connects users to local businesses, beaches, hiking trails, cultural sites, and seasonal attractions across the province.
Explora’s responses are generated by AI trained on New Brunswick destination data and integrate more than 1,000 travel information sources from GuideGeek. Since its pilot, the chatbot has facilitated thousands of online interactions with prospective visitors.
“AI is exceptionally well suited to helping travellers discover and navigate hidden gems, and New Brunswick is full of them,” Ross Borden, CEO of Matador Network, said in a press release.
“From the highest tides in the world to the warmest saltwater beaches north of Virginia and rich First Nations and Acadian heritage, Explora helps travellers build trips that reflect their interests and preferences,” Borden added.
The chatbot is accessible via the chat icon on TourismNewBrunswick.ca. Users can request itineraries for coastal road trips, family cycling routes, kayaking adventures, or dog-friendly activities.
“New Brunswick offers an incredible range of experiences, and new digital tools like Explora give visitors an intuitive, personalized way to learn more about the province,” Isabelle Thériault, Minister of Tourism, Heritage and Culture, said.
“The conversations it enables also give us valuable insight into traveller interests, helping us highlight key experiences across the province and strengthen our tourism sector,” Thériault added.
ExploreNB’s adoption of GuideGeek technology aligns it with other Canadian destination marketing organizations using AI-driven tools, including Destination Toronto, Travel Manitoba, Discover Halifax, Tourism Jasper, and Tourism Richmond. International destinations utilizing GuideGeek include New Zealand, Greece, and New York City.
GuideGeek, developed by Matador Network, has more than 1 million consumer users and provides custom conversational AI to numerous travel brands and destinations. Matador Network reaches over 15 million followers across social media and distributes content through partnerships with airlines, airports, gas stations, and rideshare companies.
The platform has generated significant interaction online, with its videos receiving more than 140 million monthly views. Explora represents a continuation of GuideGeek’s expansion into AI-based travel tools for regional tourism organizations.