Photo: Xsite In recent years, the tourism world has been looking for ways to make the visit experience more personal, interactive, and smarter. Xsite is an Israeli company seeking to lead this revolution by developing an artificial intelligence platform that allows any smartphone to become a personal guide to tourist sites, museums, and visitor centers, without the need to download an app or rent dedicated equipment.
The company, founded in 2023 by Shachar Grembek and Shai Davis, allows any website to create a full digital tour within minutes, based on the official content of the site itself.
WATCH VIDEO (SOURCE: Xsite / YouTube)
Shahar Grambak and Shay Davis. Photo: PrivateThe technology is already operating at a number of prominent sites in Israel, including the Israel Museum, the Tower of David Museum, and the Eretz Israel Museum. One of the company's unique projects was developed for Nahal Me'arot, where the figure of Charles Darwin "came to life" and accompanies visitors along the route through videos and interactive talks about evolution and nature.
Outside of Israel, Xsite achieved another milestone when its self-guided tour of Anne Frank in Amsterdam was selected by I amsterdam as the first self-guided digital tour to be included on the city’s official tourist card. In addition, the company was named to PhocusWire’s list of the 25 hottest tourism startups in the world for 2026.
According to Shachar Grembek, one of the company's founders: "Our vision is to make world-class storytelling experiences accessible to every museum and tourist site, regardless of size or budget. Even small institutions can now offer an experience that rivals the world's largest museums."
Photo: XsiteThe idea behind Xsite is simple but innovative: instead of relying on traditional audio guides, the platform combines the official content of the site with advanced artificial intelligence capabilities. Visitors can ask any question that interests them and receive answers in real time, in their own language, tailored to their age and interests. All information is based on content approved by the site, so that the museum or tourist site remains the official and reliable source of knowledge, and is not replaced by generic AI tools.
The system operates directly from the browser (Web App), without the need to download an application. Navigation is carried out using QR codes inside buildings or via GPS on open sites, and the system can also be used offline. At the same time, the platform provides site administrators with advanced management tools, usage data and analytics that help understand visitor behavior and improve the visit experience.
Today, Xsite's technology operates in some of Israel's leading cultural institutions, including the Israel Museum, the Tower of David Museum, and the Eretz Israel Museum. One of the company's unique projects was built for Nahal Me'arot, where a figure of Charles Darwin "came to life" and accompanies visitors along the route through interactive videos and live conversation about the site's evolution, nature, and history.
The company also achieved significant success internationally. The independent tour it developed following Anne Frank in Amsterdam was selected by I amsterdam and became the first independent digital tour to be included on the city's official tourist card.
In addition, Xsite was selected to the list of the 25 hottest startups in the world in the tourism sector for 2026 by PhocusWire, one of the world's leading media outlets in the TravelTech sector.
More and more travelers around the world are now preferring independent, interactive, and personalized tours. Xsite seeks to address this exact trend, combining artificial intelligence, quality content, and an advanced user experience, a solution that could change the way visitors experience museums, heritage sites, and tourist attractions in Israel and around the world.
Startup Snapshot
- Startup name: Xsite
- Founders: Shachar Grembek, Shai Davis
- Year of establishment: 2023
- TravelTech Activity Area: • AI • Digital Solutions for Museums, Heritage Sites and Tourism
- The product: An AI platform that turns any smartphone into a personal guide without an app or dedicated hardware
- Notable clients and projects: Israel Museum, Tower of David, Eretz Israel Museum, Nahal Me'arot, I amsterdam
- Achievements: Selected to PhocusWire's list of the world's 25 hottest tourism startups for 2026
- Active markets: Israel, the Netherlands and additional projects in the implementation process
- Company website: www.xsite.com