{"id":5928,"date":"2022-09-27T16:18:07","date_gmt":"2022-09-27T16:18:07","guid":{"rendered":"https:\/\/mabrian.com\/?p=5928"},"modified":"2026-06-30T11:53:55","modified_gmt":"2026-06-30T11:53:55","slug":"dia-mundial-turismo","status":"publish","type":"post","link":"https:\/\/datappeal.io\/es\/dia-mundial-turismo\/","title":{"rendered":"D\u00eda Mundial del Turismo: repensando el turismo y su huella en el planeta"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong>El turismo como necesidad humana<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Si hay algo que hemos aprendido durante la crisis provocada por la pandemia, es lo importante que es <strong>viajar <\/strong>para el ser humano. En el momento en que las restricciones de movilidad nos impidieron movernos libremente, nos dimos cuenta cu\u00e1nto necesitamos viajar para visitar a nuestros allegados, para desconectar de la rutina, para descubrir nuevos lugares y culturas, en definitiva, para ser m\u00e1s humanos.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Partiendo de esta evidencia, debemos pensar en el turismo como una <strong>necesidad <\/strong>a cubrir, tratando que su <strong>impacto <\/strong>sea positivo tanto para el viajero como para la sociedad anfitriona de esas visitas. A menudo se simplifica el concepto de sostenibilidad tur\u00edstica poniendo el foco \u00fanicamente en los aspectos medioambientales. En <strong>Mabrian <\/strong>creemos firmemente que el turismo, como actividad sostenible, debe sustentarse en cuatro pilares:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/datappeal.io\/wp-content\/uploads\/2022\/09\/Screenshot-2022-09-27-at-09.50.59.png\" alt=\"\" class=\"wp-image-5929\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Sin un <strong>equilibrio <\/strong>entre estos cuatro factores, no podremos contar con un sector tur\u00edstico vivo, sano y duradero.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bajo este paradigma, debemos ayudar a los gestores de destinos y empresas tur\u00edsticas ofreci\u00e9ndoles herramientas que les permitan tomar decisiones alineadas con ese equilibrio deseado. Aqu\u00ed es donde la innovaci\u00f3n y la tecnolog\u00eda cuenta con un papel esencial. Desde la perspectiva de la anal\u00edtica de <strong>Big Data<\/strong> y la <strong>Inteligencia Tur\u00edstica<\/strong>, se pueden apoyar las decisiones a trav\u00e9s de indicadores que permitan medir, hacer seguimiento y comparar la evoluci\u00f3n tur\u00edstica de un destino desde cuatro focos diferentes: el medioambiental, el social, el econ\u00f3mico y el estructural.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Repensando el Marketing de Destinos: el \u00cdndice Ingresos\/Huella de Carbono&nbsp;<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u00bfC\u00f3mo podemos ayudar a un destino a repensar sus mejores mercados targets? \u00bfQu\u00e9 indicador podr\u00eda ayudar a identificar los mercados o segmentos m\u00e1s equilibrados para el destino?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En Mabrian proponemos trabajar con el<strong> <a href=\"https:\/\/mabrian.com\/es\/blog\/indice-de-ingresos-huella-de-carbono\/\" target=\"_blank\" rel=\"noreferrer noopener\">\u00cdndice Ingresos\/ Huella de Carbono<\/a><\/strong>. Este \u00edndice pone en relaci\u00f3n los <strong>ingresos <\/strong>medios que genera un visitante en el destino, con el impacto en <strong>huella de carbono<\/strong> (emisi\u00f3n de CO2) que supone su viaje hasta el destino por v\u00eda a\u00e9rea. Con ello se consigue identificar los mercados o segmentos que ofrecen una mayor eficiencia entre la poluci\u00f3n que generan y la riqueza que aportan al destino. Conoce m\u00e1s sobre la metodolog\u00eda de este indicador aqu\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Este no es un indicador totalmente directo, ya que hay que tener en cuenta que la huella de carbono que genera un turista durante su viaje no se limita al viaje en avi\u00f3n y tampoco se concentra \u00fanicamente en el destino. Del mismo modo, el gasto que haga el turista en el destino, no se dedica exclusivamente a pol\u00edticas de sostenibilidad.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sin embargo, a\u00fan con estas limitaciones, un indicador como el de <strong>Huella de Carbono \/ Ingresos en destino<\/strong> es una aproximaci\u00f3n muy v\u00e1lida para identificar aquellos mercados que generan m\u00e1s riqueza en la econom\u00eda local de los residentes, con el menor impacto posible para el medio ambiente.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>El caso de Sevilla<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Aqu\u00ed podemos ver un ejemplo de aplicaci\u00f3n de este \u00edndice para la ciudad de <strong>Sevilla<\/strong>, uno de los destinos pioneros en la aplicaci\u00f3n de estos criterios para su estrategia de destino:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"505\" src=\"https:\/\/datappeal.io\/wp-content\/uploads\/2022\/09\/Screenshot-2022-09-27-at-09.56.51-1024x505.png\" alt=\"\" class=\"wp-image-5933\" srcset=\"https:\/\/datappeal.io\/wp-content\/uploads\/2022\/09\/Screenshot-2022-09-27-at-09.56.51-1024x505.png 1024w, https:\/\/datappeal.io\/wp-content\/uploads\/2022\/09\/Screenshot-2022-09-27-at-09.56.51-300x148.png 300w, https:\/\/datappeal.io\/wp-content\/uploads\/2022\/09\/Screenshot-2022-09-27-at-09.56.51-768x379.png 768w, https:\/\/datappeal.io\/wp-content\/uploads\/2022\/09\/Screenshot-2022-09-27-at-09.56.51.png 1536w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">A la vista de los resultados, podemos afirmar que el ingreso medio por estancia que recibe la ciudad directamente de los visitantes es de <strong>1,8$<\/strong> por cada kilogramo de CO2 emitido a la atm\u00f3sfera. Esta ratio muestra gran disparidad entre la media y los principales mercados de origen.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En el<strong> top 10 de mercados m\u00e1s eficientes<\/strong> para Sevilla en el semestre analizado destaca <strong>Portugal<\/strong>, <strong>Suiza <\/strong>y <strong>Francia<\/strong>. Los primeros beneficiados por un bajo \u00edndice de emisiones debido a la corta distancia de su vuelo y lo segundos beneficiados por el alto gasto promedio durante la estancia. Posiblemente sorprenda no ver a los mercados m\u00e1s tradicionales por volumen de visitantes para el destino, como <strong>Reino Unido<\/strong> o <strong>Alemania<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Conociendo estas m\u00e9tricas, podr\u00edamos imaginar un destino marc\u00e1ndose objetivos tur\u00edsticos basados en la eficiencia y sostenibilidad, en lugar de en volumen de visitantes. Es decir, el objetivo de un destino podr\u00eda ser conseguir el m\u00e1ximo impacto econ\u00f3mico minimizando el impacto medioambiental, apostando decididamente por los segmentos m\u00e1s eficientes.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"812\" src=\"https:\/\/datappeal.io\/wp-content\/uploads\/2022\/09\/screencapture-app-mabrian-2022-09-27-09_57_17-1024x812.png\" alt=\"\" class=\"wp-image-5937\" srcset=\"https:\/\/datappeal.io\/wp-content\/uploads\/2022\/09\/screencapture-app-mabrian-2022-09-27-09_57_17-1024x812.png 1024w, https:\/\/datappeal.io\/wp-content\/uploads\/2022\/09\/screencapture-app-mabrian-2022-09-27-09_57_17-300x238.png 300w, https:\/\/datappeal.io\/wp-content\/uploads\/2022\/09\/screencapture-app-mabrian-2022-09-27-09_57_17-768x609.png 768w, https:\/\/datappeal.io\/wp-content\/uploads\/2022\/09\/screencapture-app-mabrian-2022-09-27-09_57_17-1536x1218.png 1536w, https:\/\/datappeal.io\/wp-content\/uploads\/2022\/09\/screencapture-app-mabrian-2022-09-27-09_57_17-2048x1624.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Este indicador, sumado a otros como el de distribuci\u00f3n de ingresos tur\u00edsticos en la econom\u00eda local, la concentraci\u00f3n de la oferta tur\u00edstica en el territorio, la percepci\u00f3n de sostenibilidad, la diversificaci\u00f3n motivacional de los visitantes, el grado de dependencia de ciertos mercados de origen y la estacionalidad, ofrecen una visi\u00f3n m\u00e1s completa a cerca del deseado equilibrio de un destino tur\u00edstico sostenible.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-primary\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mabrian.com\/es\/contact\/\" target=\"_blank\" rel=\"noreferrer noopener\">Para m\u00e1s informaci\u00f3n cont\u00e1ctanos<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>\u00bfC\u00f3mo podemos ayudar a un destino a repensar sus mejores mercados targets? \u00bfQu\u00e9 indicador podr\u00eda ayudar a identificar los mercados o segmentos m\u00e1s equilibrados para el destino?<\/p>\n","protected":false},"author":15,"featured_media":73317,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1985,1988,1987,1971,1977,1969],"tags":[],"class_list":["post-5928","post","type-post","status-publish","format-standard","has-post-thumbnail","category-casos-uso","category-destinos-inteligentes","category-estudios-de-tendencia","category-europa","category-smart-destinations","category-use-cases"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>D\u00eda Mundial del Turismo: repensando el turismo y su huella en el planeta<\/title>\n<meta name=\"description\" content=\"\u00bfC\u00f3mo podemos ayudar a un destino a repensar sus mejores mercados targets? \u00bfQu\u00e9 indicador podr\u00eda ayudar a identificar los mercados o segmentos m\u00e1s equilibrados para el destino?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/datappeal.io\/?p=5942\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"D\u00eda Mundial del Turismo: repensando el turismo y su huella en el planeta\" \/>\n<meta property=\"og:description\" content=\"\u00bfC\u00f3mo podemos ayudar a un destino a repensar sus mejores mercados targets? 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