4P’s Programme for the digital transformation of tourism marketing

The programme contributes to the European Union’s report on digitisation in tourism known as “Transition pathway for tourism”, which highlights that the digital transition is one of the main drivers of transformation in the sector. This process modifies the production system, changes the way in which data are integrated with decision-making and enables a better understanding of visitors’ specific needs. 

The adoption of emerging technologies such as the use of blockchain, big data, artificial intelligence and digital experience platforms, among others, introduce significant innovations that will revolutionise the tourism sector. This digital transformation is based on 4 blogs and 9 actions: 

I. Transformation in Processes

• New digital ecosystem and innovation for Catalonia’s tourism marketing: Innovative integration of various digital technologies to enhance the promotion of Catalonia.

• Support plan for technological entrepreneurship applied in tourism, StarTechTour Challenge and Blockathon: Promotion of innovative technological solutions from start-ups for challenges in tourism. 

• Governance of the 4P Programme 

II. Transformation in Platforms

• New tourism portal www.catalunya.com: Epicentre of the destination’s digital ecosystem (multilingual, multi-support, multi-channel, and multi-platform)

• Intelligent platform for managing relations with the sector and tools to reduce the sector’s environmental impact: Direct interaction among sector agents for creating and combining services and experiences.

III. Transformation in the target Public

• New CRM B2C and B2B: Transformation of how the ACT interacts both with the final audience (B2C) with a Segmented Offer System, and with the professional sector (B2B).

• DXP digital experience platform – content strategy oriented to different visitor-persona: repository of tourism content to feed the channels of the different agents. 

• Key indicators of tourism activity based on big data: Intel·litur – Tourist Intelligence: Data analysis platform for business decision-making. 

IV. Transformation in Products

• Smart Catalonia App with the incorporation of emerging technologies to achieve a more sustainable tourism experience. 

With the development of the planned and interconnected actions within the framework of the 4P’s Programme, the following main results are expected:

• Boosting digital innovation in the tourism sector 
• Optimisation of personalised services according to visitor profiles. 
• Improvement of the ecosystem: creation of technological platforms that facilitate collaboration and connection between the different actors in the tourism sector and increase the competitiveness of Catalonia as a destination thanks to the integration of digital solutions that improve tourism management and promotion.
• Development of new digital tools that enrich tourists’ experience during their visit to Catalonia. 
• Transformation of the tourism governance model in Catalonia: creating decentralised, autonomous, efficient and regenerative governance thanks to Blockchain technology. 
• Promotion of sustainable tourism practices that minimise the environmental impact of tourism activity. 

The 4P Programme is based on the platform economy, providing a new digital ecosystem and driving innovation for tourism marketing in Catalonia.