Mijas bets on big data to reactivate tourism

MIJAS Town Hall has announced its plan to use big data to reactivate tourism.

The head of the Mijas Tourism, José Carlos Martín, has announced that the department has promoted a study on the behaviour of tourists based on the analysis of the big data generated by their activity, which will be carried out by the consulting firm Grant Thornton.

This initiative is part of the Strategic Tourism Plan of the Malaga town to advance towards an Intelligent Tourist Destination and generate new business opportunities.

Through big data, the town of Mijas seeks to gain reliable data, in order to target the appropriate market niches, responding in a more agile way to the needs of its target audience.

“Although the doors of the town are currently closed, the department works to implement and improve the tourist offer every day for the moment mobility returns,” José Carlos Martín has claimed.

Tourists generate a large amount of data, which allows destinations to analyse which places they prefer, their tastes about the type of accommodation, the leisure formulas or the preferred means of transport, among other things. 

The analysis of this information from the first click that users make on the network is essential, especially in a complicated context for tourism such as the current one.

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