Glastonbury is being used to test a new digital tourism platform that aims to guide visitors beyond the town's best-known attractions.

OURTOR was founded by Glastonbury tour guide Tor Webster and AI engineer Gabriel Moon. The company says its platform combines artificial intelligence, augmented reality, interactive itineraries and digital treasure hunts.

The Glastonbury pilot is intended to connect visitors with attractions, independent businesses and places of local interest. The aim is to encourage people to explore more of the town and help direct visitor spending towards local businesses.

The app's personalised feature, called Travel DNA, is designed to learn about users' interests as they explore and suggest experiences based on what they enjoy.

Mr Webster said: "We want to help people get more out of the places they visit. There is so much more to discover beyond the obvious attractions, whether that's an independent business, a fascinating piece of local history or somewhere tucked away that visitors might never have found on their own."

The company says its platform features 1,244 places worldwide, including 827 UK attractions, and that more than 50 locations are added each week.

The town is now the setting for the company's first local destination pilot, after five years of platform development.

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