VOX Group unveils VOX AURA at WTM 2025: AI-Powered Multilingual Guiding That Speaks Your Language

Real-time multilingual audio translations to VOX radio devices - no phones, no apps, and over 50 languages.

London, 4 November 2025 VOX Group, the travel-tech pioneer with nearly 25 years of innovation in guiding solutions, will unveil VOX AURA, the world's first AI-powered simultaneous translation device for group guiding, at WTM London 2025. With VOX AURA, groups of any size can listen to their guide in their own language, without smartphones, apps or roaming charges all in real time, faster than a live interpreter.

Elio Epifani, Vox Founder, commented "When I launched our first VOX radio systems, we set out to make guides' commentary clearer and more inclusive. As we approach our 25th year, VOX AURA shows how far that vision has come - a defining step forward in travel technology. It's the world's first AI-powered multilingual device for groups, fully integrated with VOX tour guide systems. Operators can now deliver guided experiences without phones, apps or roaming charges. It opens new opportunities for operational efficiencies and new source markets. We're raising the bar for guided travel."

Fabio Primerano, CEO of VOX Group, said: "Small and lightweight, simple and ready to use, VOX AURA goes beyond standard voice translation tools by understanding speech in context before translating. Powered by our VOX-developed AI algorithm, it identifies and retains names, historical details and local references in real time, producing smooth, natural translations in over 50 languages. With clear, high-quality audio streamed directly to VOX radio devices, it's the closest thing to having a live interpreter."

The User Experience - Make Every Guest Feel Included

Imagine a guided experience where every guest hears live commentary in their own language - instantly, seamlessly and without smartphones or apps. Made in Italy, from VOX AURA to VOX radio devices; their hardware is engineered for performance and built to last. VOX AURA brings AI-powered live translation to over 50 languages, transforming tours, events and attractions with simplicity, and reliability. It's the most effortless way to break language barriers and make every guest feel part of the story.

AURA works across the VOX ecosystem, providing simultaneous live translation that connects directly with VOX devices, delivering the right story to every guest, every time.

Destination Discovery - Live Group Guiding with AURA, Self-Guided with POPGuide

POPGuide is VOX's multilingual self-guided digital solution for cities and venues, enabling guests to explore at their own pace with on-demand audio, interactive maps and curated routes, all in their chosen language.

For operators, POPGuide makes it easy to publish and distribute high-quality content crafted by VOX's in-house team. VOX's editorial strength: a deep catalogue of expertly written, voiced and produced audio created by in-house editors, linguists and voice artists.

PopGuide, together with VOX AURA and VOX radio devices, provides a complete technology solution for all your guiding needs. The result is a consistent guest experience - live guiding when you want it, self-guided when you choose it - each story told your way.

Worldwide Operations

This launch underscores VOX's position as a global market leader, backed by an operational footprint that spans 150+ countries and a network of more than 5,600 industry partners. With established offices and on-the-ground teams worldwide, VOX supports a broad range of partners, from DMCs, ground handlers, and shore-excursion specialists to tour operators, cultural institutions, and DMOs. With AURA, VOX sets a new benchmark, bringing real-time multilingual capability to its global partner network.

Fabio added "At VOX, operations and logistics are the backbone of what we do. From VOX radio devices to our newest innovations, our best-in-class processes and trusted service standards underpin every deployment. With VOX AURA, nothing changes: partners receive the same expertly packed boxes, pre-programmed devices and seamless plug-and-play setup they expect."

As VOX approaches its 25th anniversary in 2026, WTM marks the start of an ambitious new chapter - combining Italian craft, reliable operations and cutting-edge AI that raise the bar for guided travel.

VOX AURA: Key Tech Attributes

Revolutionary technology - 50+ languages in real time: AI-powered simultaneous translation in 50+ languages.

● Effortless guest experience: No smartphones, no apps, no roaming. Ultra-light-weight radio receivers providing perfect clarity and comfort to every guest.

● Coverage: Auto-pairing and long-distance transmission

● Dependable & scalable: One guide device supports any group size.

● Premium & sustainable: Reusable devices, EU-made, top audio clarity, long battery life.

● Management efficiency: Consolidate mixed-language groups so every seat can be sold, and fixed costs go further.

● Secure by design: Real-time only (no storage). GDPR-compliant.

● Best-in-class AI, VOX Cloud: Market-leading AI combined with the VOX-developed algorithm, deployed in the VOX Cloud for speed, accuracy and reliability.

Meet the Vox team at WTM: Stand N8-428

Journalists and operators are invited to discuss VOX AURA, with Alka Carter-Manning (CCO).

Alka will be presenting a session "Navigating Diversity in Travel Tech", exclusively at WTM, sharing insights at the intersection of diversity, technology, and business transformation.

Alka commented, "The travel tech industry has come a long way, but there's still more to do. I'm joining this panel to share experiences and open the conversation about how greater diversity brings new perspectives, better ideas, and stronger teams - something we're proud to be building at Vox Group."

Postal address:
Vox S.p.A. Società Unipersonale
Via Sebastiano Veniero 39 - 00192 Rome

Press contact:
Aimee Miller / Anna Paganelli
anna@annapaganelli.co.uk
07501 987822

Founded in Italy in 2001, Vox Group is a global leader in guiding and travel technology. For nearly 25 years, Vox has partnered with tour operators, cruise lines, cultural institutions, attractions, and destinations to deliver innovative solutions that make guided travel and interpretation clearer and more inclusive. Its portfolio includes award-winning group guiding systems, AI-powered multilingual translation devices, self-guiding digital maps, and destination pass platforms, all supported by a network of offices in over 50 countries.

Vox's mission is to make exploration more accessible, sustainable and inclusive. By combining proprietary technology with deep industry expertise, Vox helps partners reach new audiences, create richer cultural exchanges, and continually raise the bar for guided travel.

Headquartered in Rome, Italy, Vox Group operates through more than 50 offices worldwide, including a major base in the UK, with local teams in London and the West Midlands supporting partners across Britain and Ireland.

This release was published on openPR.