Dataestur: what it’s used for, visitors and purpose
A web survey defines the main use of the available data, the most common users and their needs
- The web is used primarily for actions aimed at developing tourist activities and improving competitiveness.
- Market research and analysis stand out as major uses of data.
- The most frequent type of user is from the academic sector and the agents of the tourism sector are divided in a very similar way between the public administration and the private sector (around 25% in each case).
The website offers dashboards and visualisations of relevant data on tourism in Spain, as well as analytical reports, data map viewers and a blog that works with the available sources and helps to understand and use them. In this case, its users have been asked to collaborate through a survey to find out the main uses of information and the most relevant demands. The study was conducted between late May and early July 2024.
How is the tourist data available on Dataestur used?
The data published on Dataestur is mainly used for tourism development policies (about half of the users) and for actions related to improving competitiveness (29%). Furthermore, users confirm its usefulness by rating it with an average score of 4.07 out of 5 in surveys and choosing the highest score in almost half of the evaluations.
When detecting the specific activities for which the data is used, market research stands out (37%), followed by marketing and promotion actions (25%) and the development of tourist products (24%). Such data is also used for planning, whether related to infrastructures, space or area management (19%) or long-term strategies (14%). Overall, 80% of respondents find the information they are looking for on the web.
What is the audience of the website?
Almost 60% of Dataestur's users are tourism professionals and they are divided almost equally between workers in the public and private sectors. Likewise, there is also a high number of users of the academic environment (39%), of which just over half are students and 30% research staff.
Dataestur's audience is constantly growing and the first half of 2024 has seen the number of users practically double compared to the same period in 2023. Meanwhile, the number of page views has increased by nearly 90%. The main sections are "General" and "Blog", the content of which accounts for around 23% and 15% of the sessions, respectively.
What are the main data and information demands of users?
30% of respondents say that, although Dataestur has the information they are looking for, they would like to obtain more details. In addition, 10% of users mention they cannot find what they are looking for. In this regard, what users request most frequently is more detailed regional information.
Dataestur offers a variety of geographic granularity options, according to each source and the available depth can be selected from the filters integrated into the dashboards and data map viewers. In addition, Segittur offers access to information to local entities, which concentrates all sources with data available for municipalities. This is the Smart Tourism System for Destinations (Destination SIT).
Other specific requests include the inclusion of trend reports and direct data download. In this regard, Dataestur publishes a quarterly report on the current situation of tourism in Spain and plans to include a monthly report with the indicators from all sources soon. Dataestur also offers an API service to download data from the queries created to view its dashboards.
The Destination Tourism Intelligence System (SIT Destino)
This is a unique access to available municipal data. This Segittur service is aimed at local entities and can be requested from its website (https://sistemainteligenciaturistica.es/). Around 100 smart destinations are already using this system.
The system offers analytical information of the data of each municipality and of its main indicators published in Dataestur, as well as additional information of interest, which is only available to destination managers. The only requirement to view this information is to be part of the Smart Destinations network and manage access through the website. Please email us your questions to info.sit@segittur.es