Overtourism: Data Appeal and BVA Doxa team up for sustainable tourism

• Data Appeal and BVA Doxa have joined forces to analyse the impact of growing tourist numbers on destinations and to create resident-friendly tourism plans using Big Data and Artificial Intelligence.

• The results of the study will be presented in a white paper, providing an in-depth overview of overtourism in Milan and Florence, supported by both quantitative and qualitative data.

• A pilot project has already been launched in collaboration with the Fondazione Destination Florence as part of the new #EnjoyRespectFirenze campaign.

The tourist activity in Milan and Florence is at a peak, presenting both significant opportunities and challenges. To address these issues, BVA Doxa, Italy’s leading research institute and part of the international group The BVA Family, is teaming up with The Data Appeal Company, part of the Almawave Group, to analyse and understand the phenomenon of overtourism. Their approach leverages a wealth of data from the web, social media, and surveys, starting with a focus on the cities of Milan and Florence.

The exponential rise in tourist flows requires careful management to ensure a positive experience for both visitors and residents. It is also crucial to preserve the cities’ historical, artistic, and environmental heritage while addressing the challenges of gentrification in historic city centres.

Milan, the fashion and business capital, experienced its best year ever in 2023, with approximately 8.5 million arrivals in the city and over 11.5 million in the metropolitan area.

Florence, the cradle of the Renaissance and a treasure trove of artistic heritage, also saw a significant increase in tourists in 2023, with around 6.5 million arrivals, marking a 15% rise compared to the previous year.

The goal of the research is to produce a white paper, accompanied by a set of raw data to support local governments and municipalities in their planning for tourism and territorial management. By adopting a rigorous methodological approach and combining both quantitative and qualitative data, the research will focus on three main areas:

• The relationship between residents’ quality of life and tourism
• Citizens’ perception of tourism in the two cities
• The role of local institutions

“We are excited to collaborate with The Data Appeal Company on this important project,” said Simone Pizzoglio, Partner and Head of BU at BVA Doxa. “Overtourism is a complex challenge that requires a multidisciplinary approach. The combination of quantitative and qualitative data, along with big data analysis, will allow us to gain a deep understanding of the phenomenon and provide concrete recommendations for more sustainable tourism management in Milan and Florence.“.

“We believe this research can be a valuable tool for local institutions and all stakeholders in the tourism sector,” said Mirko Lalli, CEO of The Data Appeal Company.

“The goal is to build a model of tourism that is tailored to residents, capable of generating economic benefits for the city while respecting the environment and the local community. As always, we aim to use data and understanding of phenomena to help balance the quality of life for residents with the quality of experience for temporary visitors.“

Specifically, the research will be conducted through various methods. These include a quantitative survey of a representative sample of residents in Milan and Florence, a series of interviews with citizens to explore their opinions on overtourism, sentiment analysis of the population on online platforms such as forums, social media, and blogs, as well as Big Data analysis provided by The Data Appeal Company. This will allow tracking of tourist flows, their distribution across the area, and their impact on the cities.

The research findings will be presented in October in a white paper that will provide:

• A comprehensive overview of overtourism in Milan and Florence
• Highlight both critical areas and opportunities for more sustainable tourism management.
• Offer concrete recommendations to local institutions for improving residents’ quality of life
• Promote tourism that is more respectful of the environment and the local community
• Shed light on the expectations and needs of citizens, enabling local institutions to develop targeted policies to enhance people’s quality of life.

A pilot project was recently launched in Florence, in collaboration with the Fondazione Destination Florence, coinciding with the launch of the new #EnjoyRespectFirenze campaign. The analytical methodology, which combines surveys and big data, allows the research to be replicated across all Italian and international tourist destinations.