The Government of Aragon has solidified its position on the map of smart tourism with the deployment of the Aragon Tourism Intelligence System (SITAR). This tool, described as pioneering at both the national and European levels, was the focus of the professional event «Surfing the Tourist AI», held as part of the technology congress The Wave at the Zaragoza Congress Palace.
The Minister of Environment and Tourism, Manuel Blasco, emphasized during the opening of the meeting that SITAR not only collects data but also transforms it into strategic assets for the sector. The platform integrates Big Data and Artificial Intelligence technologies to process large volumes of information from various sources, such as occupancy rates, overnight stays, tourist spending, mobility, and the sentiments expressed by travelers on social media.
From Data to Strategic Decision
The main objective of SITAR is to provide both public administration and private agents with detailed and visual reports that facilitate decision-making. Thanks to the implementation of predictive analytics, the system allows businesses in the sector to anticipate demand and adjust their marketing and sustainability strategies.
Among the most relevant capabilities of the system are:
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Profile Analysis: Precise identification of the origin and behavior of travelers.
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Advanced Diagnostics: Comparison of regional indicators against the national average.
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Resource Optimization: Improvement in the planning of public and private services based on real tourist flows.
International Recognition
The project’s relevance has transcended regional borders. Recently, SITAR was presented at the 11th European Congress of Local Governments in Poland, where it garnered the interest of various European regions as a model for managing smart destinations.
The event at The Wave also served to showcase local success stories, such as those of Dinópolis and Imascono, which are already applying AI solutions to personalize the visitor experience. With this initiative, coordinated through the training program Play Aragón Turismo, the community aims to professionalize the business fabric and secure a competitive advantage in an increasingly digital global market.
