Vox Group marks 25 years with AI upgrade to Aura

Vox Group is marking its 25th anniversary with a major update to Aura, its AI-powered guiding platform, now available in 200 languages. The Rome-based tourism technology company says the new tools are designed to make group travel more inclusive, flexible and easier to manage across more than 150 countries.

Why it matters: - Vox Group’s latest upgrade pushes AI deeper into guided travel, with tools that can support multilingual groups, accessibility needs and real-time guest questions. - The move matters for tour operators, cruise lines, DMCs, museums and other destination partners that need to manage more complex visitor experiences. - The company’s anniversary also highlights how a niche travel-tech product became infrastructure used across much of the tourism sector.

What happened: - Vox Group marked its 25th anniversary in Rome on September 24, 2026. - Founder Elio Epifani said the company began in 2001 with a van and a box of radios. - Vox Group says its Aura platform now supports guiding in 200 languages. - Aura can translate simultaneously in up to four languages at once. - Vox Group also introduced Vox BT, a Bluetooth accessory that lets guests connect their own earbuds or hearing aids to the tour system.

The details: - Aura started as a real-time translation device and has expanded into a broader AI guiding platform. - The language library has grown from 50 languages to 200. - Aura includes live subtitles for deaf or hard-of-hearing guests. - The platform supports parallel commentary channels within the same group. - An AI companion gives guides verified answers in real time using operator-approved content, not open web sources. - Vox Group’s systems are used by tour operators, DMCs, cruise lines, museums, galleries, cultural sites and destination-experience partners. - Vox Group’s technology operates in more than 150 countries. - More information is available here. - The company’s LinkedIn page is available here.

Between the lines: - Epifani’s pitch is that travel technology should be invisible to guests and useful to guides, not a replacement for human expertise. - The company’s growth story is also a leadership story: Vox says family members who work there started from entry-level roles and advanced over time. - Vox Group frames international expansion as a culture problem as much as a product problem, arguing that company standards must hold even when leaders are not in the room.

What’s next: - Epifani says the tourism companies that survive in the next five years will be the ones that control the guest experience end to end. - He expects technology to decide which operators lead and which fall behind. - Vox Group says it wants to keep proving that global, innovative and profitable travel tech can still preserve a human core.

The bottom line: - Vox Group is using its 25th anniversary to show that its next chapter is not just about translation, but about making guided travel more accessible, multilingual and AI-assisted at global scale.