The future of tourism in the Valencian Community involves the transformation of the sector, promoting a smart tourist destination model that allows us to anticipate and adapt to new trends.
This requires greater planning, strategy and analysis of tourism markets. This is the challenge of the Valencian Institute of Tourism Technologies (Invat·tur), a center dependent on Turisme Comunitat Valenciana that focuses on placing the Valencian Community and its destinations in tourism excellence. It does so thanks to its ability to anticipate changes in the tourism market, the vanguard of the projects developed in R&D and the promotion of tourism quality and sustainability.
With this desire to bring tourism excellence to every corner of the Community, since 2014 Invat·tur has developed the Valencian Community Smart Tourist Destinations (DTI-CV) strategy, through which the smart tourist destination model is defined and outlines the strategic lines to follow to achieve the adaptation of the tourism innovation system of the Valencian Community to the development of DTI.
This strategy is implemented in the Valencian territory through the DTI-CV Network, currently made up of 103 destinations, of which 96 are municipalities and 9 are supra-municipal entities (mancommunities, consortia, etc.) that, together, chart the path towards tourism excellence of the future, with this Network being the epicenter of dialogue, collaboration and innovation to shape the tomorrow of tourism.
Invat·tur is the driving force behind a new era of competitiveness and sustainability in the Community’s tourism offers. Functioning as a dynamic collaboration platform, Invat·tur brings together key players in the tourism industry to ensure that the region adapts to market trends and embraces innovative management practices, putting at the service of destinations that want to be part of this network an online tool that includes the indicators associated with each of the axes of the DTI-CV model. A self-diagnosis that serves as a starting point to know the areas in which improvement must be made and to guide your strategy and model as an intelligent destination.
For Invat·tur, the collaboration of I D i in public-private areas is essential, allowing resources to be united and synergies established between both areas. In the same way that it opens doors to collaboration with national and international organizations, as demonstrated by the agreements with the State Society for the Management of Innovation and Technologies (Segittur), the Hotel Technology Institute (ITH), the Cluster of Innovative Companies for Tourism of the Valencian Community (ADESTIC) or the close collaboration of the Association of Technology Companies (AMETIC) or the Valencian universities.
To achieve technological change in tourist destinations, Invat·tur, through the DTI CV Network, makes online reputation and social network tools available to municipalities. In addition, the Tourism Intelligence System of the Valencian Community will soon be available, a tool that will allow greater efficiency in planning, strategies and analysis, both present and future, of tourism markets. The objective is to obtain a combined system of big data, machine learning and business intelligence cloud services to process and analyze any data source that promotes accurate decision making. And the massive use of technology now makes it possible to track the traveler’s entire cycle, knowing his opinion even before he has decided where to spend his vacation.
However, the implementation of technology in the Valencian Community has a problem: the gap between large companies and small companies that do not have access to the incorporation of cutting-edge technologies. Faced with this reality, the Generalitat Valenciana has launched a digitalization plan with which it provides tools that help companies adopt these technologies and thus minimize this natural gap in the tourism market.
In short, the current tourism model must look to the future, being more hospitable, global and sustainable, both from an economic, social and environmental point of view. This is the model that was born from Invat·tur and its collaborators (business associations, destinations, technological institutes…) and that seeks alliances to be increasingly competitive and different. In this way, Invat·tur stands as one of the main axes in improving the competitiveness and sustainability of the tourism model of the Valencian Community.
