Lloret Tourism has presented its 360-degree Artificial Intelligence (AI) implementation project at FITUR (Madrid) to the professional tourism sector, a strategic initiative that represents an evolution of its tourism management model, incorporating a much more comprehensive and innovative vision.
This implementation, currently in BETA phase, has been carried out following a progressive approach and has been supported by the digital transformation consultancy Growtur. In the first phase, a significant internal restructuring was carried out, integrating all existing content, data and sources of work into a common, shared AI environment. This process has enabled a move towards a more integrated management of tourism knowledge, improving the quality of information, efficiency and data analysis capabilities, both at strategic and operational levels.
Once this internal foundation was consolidated, the project has focused on communication and serving two clearly distinct audience profiles. On the one hand, the professional audience (B2B), which now has a new decision-making support tool that integrates various tourist data sources, accessible dynamically and conversationally, in a single space. On the other hand, the end user (B2C) audience is offered direct and personalised attention through the “Dona Marinera” chatbot, an AI-based virtual assistant that provides easy, intuitive and round-the-clock access to tourist information.
In the words of Elizabeth Keegan, manager of Lloret Turisme, “this implementation of artificial intelligence represents an evolution in responding to demand trends in the way tourist enquiries are made. AI facilitates the search for information for visitors, making it more accessible and personalised, while also allowing for a more efficient service, tailored to the real needs of each person”.
Beyond visitor services, the project incorporates AI as a key tool in data governance and for the strategic planning of Lloret Turisme and the town itself. This technology allows a shift from reactive to proactive and scalable models. In this regard, AI also supports a better interpretation and exploitation of tourism data platforms, helping to convert large volumes of information into useful knowledge for tourism planning and management.
In the words of the Mayor of Lloret de Mar, Adrià Lamelas, “With this project, Lloret de Mar reaffirms its commitment to continuous improvement, consolidating Lloret de Mar as a smart tourist destination, prepared to face the challenges of the present and the future and to respond to demand trends”.
The two new artificial intelligence-based tools from Lloret Turisme can be accessed at donamarinera.lloretdemar.org (B2C) and dades.lloretdemar.org (B2B).
