An Initiative to Promote Digitalization and Sustainability in the Tourism Sector of the Region of Murcia
Companies in the tourism sector come together to learn about smart tourism in a workshop organised by the International Chair in Tourism Intelligence (CIITUR)
The International Chair in Tourism Intelligence (CIITUR) of the Universidad Católica de Murcia held CITUR-Lab. Conference-Workshop. Smart Tourism Companies. This meeting was aimed at companies from the tourism sector of the Region, with the purpose of training, sharing innovation and promoting its digitalisation and modernisation. This event has had the participation of Juan Francisco Martínez Carrasco, Director General of the Tourism Institute of the Region of Murcia (ITREM); Estrella Núñez Delicado, UCAM Vice-Rector of Research; Ginesa Martínez del Vas, Director of the UCAM International Chair of Tourism Intelligence; and Celia Romero, CEO of Inteligencia Turística. This initiative has focused on promoting the use of advanced digital tools to transform business management and strengthen tourism sustainability and competitiveness.
Ginesa Martínez del Vas emphasised that 'during the meeting, we have been generating that knowledge towards what we call an intelligent tourism company. From the Chair we are working to make an important change on the tourism sector, based on two main ideas: sustainable and digital information.'
The workshop offered the keys to face current tourism challenges through the model of the Intelligence Tourism Enterprise (ETI). It has provided training on digitalising their business management, improving sustainability by following the guidelines of Intelligence Tourism Destinations (DTI) and UNE 178510 regulation and harnessing technology to optimize resources and make decisions based on data. All of this in order to make companies more efficient, competitive and respectful with the environment in a constantly evolving market.
Juan Francisco Martínez emphasised that the impact of the UCAM Chair, in collaboration with the ITREM, ‘is essential to generate and share knowledge, and this meeting strengthens digital transformation of tourism companies, a key factor to keep promoting the sector. The public-private collaboration is key, and I thank the business sector for its active participation.’