Plenary Session: Websites – stop rebuilding, start evolving

Wed, Jun 3, 2026 1:30pm – 2:00PM BST

Every few years, something shifts. Mobile changed everything. Booking expectations changed everything. Now AI is changing everything again – and this time it’s moving faster than any rebuild programme can keep up with.

Most attractions respond to digital change the same way: commission a new website. But by the time it launches, the world has moved on. You’re always one rebuild behind.

Neil Lewin, Managing Director of Semantic, has spent years working with visitor attractions across the UK on exactly this problem. In this practical, example-led session he sets out why the rebuild cycle is broken, what the AI revolution really means for how guests find and choose attractions, and what it looks like to treat your website as a living thing that evolves continuously – rather than a project that eventually ends.<

You’ll leave with specific, actionable steps you can take immediately, a clearer picture of where AI discovery is heading and what it means for your attraction, and a different way of thinking about your most important brand asset.

Neil Lewin
Owner
Loop by Semantic

I’m the owner of Semantic, a digital agency focused on designing, developing and optimising awesome websites. For over 20 years, we’ve worked with some of the best-known attraction and leisure brands to solve their online challenges and get results.

Read more about Neil.