Lloret Turisme takes a step forward in its commitment to innovation by incorporating artificial intelligence (AI) into its internal and external work processes. This initiative will enable more efficient execution of the destination’s management and marketing, as well as regular online reputation analysis. Elizabeth Keegan, manager of Lloret Turisme, explains that “This transformation involves a profound change in methodology, with the creation of an ecosystem that centralises all of Lloret Turisme’s information and tools from a single AI-based digital environment”. Through this workspace, Lloret Turisme can better define the tone and style of its messages, respond to queries quickly, personalise the user experience and incorporate more creativity into its content.
The first phase of the project focuses on defining the strategy and action plan, identifying the specific opportunities for Lloret de Mar in the different AI tools, defining the priority points of attack and designing a collaborative workspace. The second phase involves creating a training space to provide AI with accurate information and establish processes to ensure the smooth running of the projects created.
The creation of this new centralised environment incorporates, under the umbrella of an AI platform, several of the tools currently used by Lloret Turisme on a daily and individual basis, such as a platform for drawing up tourism reports and statistics, an app for communicating with visitors, a tool for creating presentations and content, another platform for translations, another for contact management (CRM), and another for storing information. This environment makes it possible to integrate all these supports under the same shared workspace, as well as incorporating new procedures for more efficient and valuable communication with both tourists and potential visitors.
Rafael de Jorge, from Growtur, the company advising Lloret Turisme on this project, explains that “one of the key aspects of this evolution is cybersecurity and connectivity, guaranteeing a secure and stable environment for working and communicating. In addition, the entire system is geared towards ensuring consistency between channels, as it is fed by a single centralised ecosystem”.
