Music festivals become data sources for tourism promotion – Smart Travel News

Posted on July 13, 2022

Music festivals and sporting events that bring together thousands of people in a few days have become the largest source of data to analyze, as well as a tourist focus that generates significant impacts on the cities and regions where they are held.

The access systems implemented in these events, as well as the sending of emails, allow the information of the attendees to be associated with the brand, which generates an unlimited source of information obtaining data such as origin, age, tastes, companions and, most importantly, , how, when and where it consumes.

Subscribe for free to our newsletter

And catch up on the main news in less than 10 minutes

*It is not proven that reading Smart Travel News prolongs your life by 10%, but at least it does not reduce it either

The analysis of a large volume of data through Big Data strategies has become a fundamental tool for the tourism sector, which has seen how applying this technology allows knowing the preferences of tourists and trends in the sector.

In addition, having access to data on how tourists travel, what they are looking for and what they spend their money on is key to improving the services offered and adapting to demand, two pillars for the growth of the tourism sector after the pandemic.

Juan Luis Moreno, CIO of The Valley points out that “this measurable data generates indicators such as the origin of visitors, length of stay, means of travel or points of greatest interest in a region, which serve to enhance its attractions, improve its deficiencies and optimize the management of resources” And confirms that “its analysis allows hotel companies and other companies in the sector to offer a much more satisfactory user experience, since thanks to the information obtained they will be able to know, attract and retain their customers by being able to offer them much more personalized experiences”.

For example, festivals such as Primavera Sound, which in its last edition in Barcelona brought together an average of 80,000 attendees per day, adding a total of 500,000, generate a huge amount of data, the analysis of which makes them an essential tool for the organizers of this festival. types of events, but also for the local tourism sector, which benefited from an impact of 349 million, and the national sector, which can obtain an idea of ​​public demand and a sample of which events work best in Spain.

Essential elements, such as access wristbands, become a very important source of data for organizers who can monitor the consumption of festival attendees, since these wristbands are usually the only means of payment within the venue.

Given this context, The Valley experts reaffirm that the tourism sector is just one example of how Data Science & Big Data Analytics is going to be applied in all sectors as it is a tool capable of analyzing and predicting which actions will work and which ones will fail.

Thus, both public bodies and private companies are betting on the hiring and training of specialized profiles in Big Data and other technologies such as artificial intelligence.

That is why profiles such as Chief Data Officer, Data Scientist or Business Data Analyst are increasingly sought after in a labor market where these professionals are still scarce.

In fact, the European Commission expects these specialists to account for 10% of total employment in 2030, while the Government of Spain has set itself the goal of increasing Data, AI and cybersecurity specialists by 20,000 before 2025, according to the latest technological employment report published by the ONTSI.

Receive our newsletter in a daily WhatsApp message. Add the number to your contacts +34646572336 and send a whatsapp with the word ALTA.

You can also listen to our daily podcast at soundcloud, IVOOX, Spotify, Apple Podcasts Y Google Podcasts.

Smart Travel News uses the image bank of Freepik.


We wish to thank the writer of this short article for this remarkable content

Music festivals become data sources for tourism promotion – Smart Travel News