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Innovation y Technology

Smart Destinations


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Destinos turisticos inteligentes

The Smart Destinations project is one of the measures contained in the National Integrated Tourism Plan (PNIT) 2012-2015, sponsored by the National Department of Tourism and managed by Sociedad Estatal para la Gestión de la Innovación y las Tecnologías Turísticas (SEGITTUR).

The aim of this project is to improve the positioning of Spain as a world tourism destination, seeking new mechanisms to boost innovation in the destinations through the deployment and development of ICTs in order to create differential and highly competitive services. A further aim is to set up a standardised framework that establishes the minimum requirements to classify tourism destinations as “Smart Destinations” aligned with the trend towards Smart Cities.

What is a “Smart Destination"?

An innovative tourist destination, built on an infrastructure of state-of-the-art technology guaranteeing the sustainable development of the tourist area, accessible to everyone, which facilitates the visitors' interaction with and integration into their surroundings, increases the quality of the experience at the destination, while also improving the quality of life of its residents.

The result of the reconversion is to stimulate increased competition through innovation, leading to an improved perception of the destination and a greater productive capacity for companies, quantitatively generating an improvement in the residents' quality of life.

Destinations seeking to become STDs must implement a revalorisation strategy aimed at increasing competitiveness through an enhanced exploitation of their natural and cultural attractions, the creation of additional innovative resources, and improvements in the efficiency of their production and distribution processes. The ultimate goal is to stimulate sustainable development and facilitate visitors' interaction with the destination.

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Consulting reports

Setting up a Smart Destination implies a prior understanding of the complex workings of the tourism system, and the integrated collaboration of the different tourist operators involved in the process of jointly transforming the various components that affect the management framework of the tourist destination.

The process of converting a destination into a "Smart Destination" requires a study of the various elements in the tourism system, a review of the actions in the destination, and an analysis of its distinctive features, all of which is then materialised in a diagnostic study and a plan of action outlining a protocol for action and assessment.


• Segittur has a team specialising in technology, accessibility, sustainability and innovation that ensures the report takes a holistic approach. This enables the tourism stakeholders in the destinations in the process to understand the impact of tourism on the different areas analysed in the reports, and thus to be able to make decisions with a view to improving the competitiveness of the destination.
• The experience accumulated in compiling these reports has led to the creation of a methodology which allows the systematic analysis of the impact of tourism on the most important areas for the town councils. By way of example we could mention the following: environmental area, beaches, sustainable urban mobility plan, cleaning, recycling, parks and gardens, urban planning, social services and culture.
• Below we list examples of a few of the areas assessed:

o Presence and specific weight of new technologies in planning the tourist development of the destination.
o Tools for Internet-based tourism promotion implemented by the destination.
o Implementation of policies for data collection (Big Data) and for opening data up to the public (Open Data).
o Transport accessibility measures.
o Accessibility of destination websites.
o Economic impact of tourism activity on the destination.
o Degree of incorporation of renewable energies in the destination.
o Degree of importance of cultural tourism in the destination's tourism strategy.


In March 2013, Segittur launched the 5th subcommittee entitled “Smart Destinations” in AENOR CTN 178 for the purpose of developing a standard for “Smart Destinations”. This will be achieved by developing a system of indicators in partnership with professionals in the tourism sector to create a standard to allow the measurement and unification of criteria for “smart destinations”. This concept covers the areas of innovation, sustainability, accessibility and technology associated with the tourist destinations. The subcommittee is headed by SEGITTUR, with as vice-president.

Different route maps geared to the product and the tourist destination will be designed within the framework of an integrated methodology to assist the destination managers and local authorities and companies to reconvert or create a “Smart Destination”.

Five work groups have been created within the subcommittee to distribute the 166 committees in such a way that each company has access to their know-how in the four categories that make up a STD. Each workgroup has been assigned a leader to coordinate the work:

• Innovation: Segittur
• Technology: Conetic
• Accessibility: Fundosa
• Sustainability: Cictourgune
• Governance: LCA, Consultoría Infraestructuras, S.L

The expected final outcome of the subcommittee is the creation of two standards:

1. Project for a Smart Tourist Destination Management System Standard

The aim of this standard is to establish a management system that provides the tourist destination with a useful tool to determine how smart the destination is.
The adoption of a management system for a Smart Destination is a strategic decision that affects the destination and its managing body. The implementation of the management system is influenced by the different needs, objectives, products, services provided, processes and the structure of the organisation.

A methodology will be developed to devise an integrated and ongoing management system in the smart destination with a focus on the continuous improvement and enhancement of the resources and the geographic space.

2. Project for an Indicator Standard

The purpose of this standard is to establish a set of specific guidelines, in the form of criteria and indicators, to assess the various aspects of a tourist destination and be able to determine those that are key to considering it "smart".


• Coordination of 166 committees comprising assorted government authorities, local organisations, universities and private sector companies.
• Coordination with the other four subcommittees of the CTN178, so both the indicator system and future management standard are at all times aligned with the work being carried out in the rest of the groups.
• The idea was raised at the plenary meeting of the CTN178 of considering the creation of a standard for STD requirements and indicators, in addition to a STD Management System standard. The proposed consideration of these two documents is a result of the need to adjust to the ISO model. The structure for developing these standards requires the formalisation of both documents, one for the system standard proposal, and the other for the indicator standard proposal.
• Once the standard has been agreed, it is hoped to be able to spearhead, on a worldwide scale, the creation of the first international standard (ISO) for the management of a Smart Destination.

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