Spreading tourist activity across Seville to reduce overcrowding, support local businesses, and boost sustainability.
The opportunity
The need to redirect tourist flows in one of Europe’s favourite destinations
Seville reached out to Data Appeal with a key objective: to identify non-traditional tourist areas within the city with high-volume and high-sentiment points of interest (POIs). This need became evident as they aimed to diversify tourist flows, moving away from the crowded, typical tourist hotspots.
By focusing on these areas, they aimed to:
- Reduce pressure on popular attractions
- Improve the visitor experience
- Support local businesses
- Promote sustainable tourism
- Encourage visitors to explore Seville’s diverse culture beyond the usual hotspots
Why choose Data Appeal
Easily identify lesser-known areas to promote alternative destinations
To address this goal, the customer sought Data Appeal’s comprehensive destination management platform, D / AI Destinations, to gain insights into these lesser-known areas.
They were particularly interested in understanding the sentiment and popularity associated with various POIs—as this information is crucial for their strategy of promoting alternative destinations, and to analyse resource distribution across neighbourhoods to highlight opportunities for tourists seeking unique experiences.
Data Appeal’s solution
Effortless access to the sentiment and popularity of city neighbourhoods
Data Appeal’s D / AI Destinations provided the customer with valuable insights into the sentiment and popularity of various neighbourhoods.
Sentiment data, measured through our proprietary Sentiment Score, measures the level of satisfaction and genuine perception expressed online about any point of interest, tourism destination, or brand
Our Popularity Index, on the other hand, acts as a proxy for footfall, identifying the businesses, neighbourhoods, and territories that attract the most attention. By analysing online content, it estimates the popularity of points of interest (POIs) and areas, offering insights into which locations draw the highest levels of engagement.
By leveraging these insights, Seville could pinpoint areas that have not been traditionally recognised as tourist destinations but hold potential due to their unique characteristic and positive visitor feedback.
The results
Finding neighbourhoods with strong potential for investment
Despite being at the start of their use of D / AI Destinations, the customer has already identified some of these neighbourhoods, particularly those with rich restaurant offerings, have significant untapped potential.
Benchmark analysis extract for Seville April 2024 – October 2024 – Source: D / AI Destinations
Through insights collected via our platform, Seville’s tourism authorities can work on:
- Creating routes through classic bars, promoting the city’s traditional gastronomy
- Increasing multilingual communications related to the restaurant industry
- Implement restaurant-oriented marketing actions on specific platforms
- Generating more positive feedback during the summer months
Top reviewed F&B POIs in Seville April 2024 – October 2024 – Source: D / AI Destinations
Analysis has revealed that certain neighbourhoods exhibit higher sentiment scores than the city average, suggesting opportunities for targeted promotion.
By visualising data on interactive maps, D / AI Destinations supports a deeper understanding of Seville’s tourism dynamics, empowering authorities to enhance visitor experiences while supporting local economies.
POI Distribution in Seville April 2024 – October 2024 – Source: D / AI Destinations
Moving forward, Seville plans to use D / AI Destinations to enhance their destination management strategies, with a specific focus on monitoring metrics that indicate visitor sentiment and volume in these emerging tourist areas.
Potential applications include optimising bus routes, identifying key areas for infrastructure development, and adjusting service offerings to better meet visitor needs and preferences. These insights will enable Seville to implement targeted actions that improve both visitor experience and local resource management.
“Excellent solution to understand the behaviour of resources available to a tourist destination and to integrate results into the planning of a strategy to diversify flows towards the most valued resources with the lowest number of visits.”
Pino Canales PriegoSmart Tourism Office Sevilla
Photo credits: Turismo Sevilla
