Visitor satisfaction and perception of the destination

CTI & MABRIAN

INFORMATION:

The indices follow a scale that goes from 0 to 100, with 0 being the worst rating and 100 being the best.
The monthly information of some indices is not available due to lack of sample representativeness. However, it is possible that the sample of the annual aggregate is sufficient to be able to offer representative data.

ADDITIONAL RESOURCE: METHODOLOGY FOR GENERATING A TOURIST SENTIMENT-BASED INDEX

How to build an index to measure opinion? We share the example of a use case with the methodology for generating a sentiment-based index from social listening data developed by SEGITTUR.

Definitions

Global Tourism Perception Index:
This index measures the general level of visitor satisfaction with the destination. This index combines the Hotel, Product, Safety and Climate indices and analyzes the distribution of general sentiment about the destination.
Product Satisfaction Index:
This index measures the level of satisfaction among the products of the destination. It is calculated from the mentions related to each of the products and classifying these comments into positive, negative and neutral.
Perception of Security Index:
This index measures the level of security perceived by visitors at the destination. It is obtained through natural language processing (NLP) techniques that identify the volume of negative security mentions.
Climate Perception Index:
This index measures visitor satisfaction in relation to the climate at the destination. This index is obtained by analyzing the volume of negative mentions about the climate in the destination. This helps to understand the relationship between the expectations of the visitor with the reality of the destination
Hotel Satisfaction Index:
This index measures satisfaction based on analysis of comments on hotel accommodation as a whole.

Download reports

The reports in this section include an analysis of satisfaction and perception indices, interest in tourist attractions and products, and details on hotel accommodation and price trends.
Monthly, quarterly and half-yearly reports are available at provincial and island level, depending on data availability. The frequency of reports for each destination is detailed below.
Monthly reports: Alicante/Alacant, Barcelona, Córdoba, Girona, Gran Canaria, Granada, Ibiza, Illes Balears, La Palma, Lanzarote, Las Palmas, Madrid, Málaga, Mallorca, Menorca, Murcia, Santa Cruz de Tenerife, Sevilla, Tarragona, Tenerife, Valencia/València y Bizkaia.
Quarterly reports: Almería, Asturias, Burgos, Cáceres, Cádiz, Cantabria, Castellón/Castelló, El Hierro, Gipuzkoa, La Rioja, Navarra, Toledo y Zaragoza.
Half-yearly reports: A Coruña, Araba/Álava, Albacete, Ávila, Badajoz, Ciudad Real, Cuenca, Guadalajara, Huelva, Huesca, Jaén, León, Lleida, Lugo, Ourense, Palencia, Pontevedra, Salamanca, Segovia, Soria, Teruel, Valladolid y Zamora.

More information:

Destinations and forecasts for a summer of tourism with Spain in the spotlight
03 June 2025
How is tourism in Spain expected to look this summer 2025?
28 May 2025
What tourists to Spain are most interested in according to social media
09 April 2025
Tourism companies (and their employment): how many, what they're like and where to find them
04 March 2025