The sector had been pushing for a tourism observatory for years and its wish finally came true early this year when the Consell d’Eivissa and FECOEV M.P. S.A.U. signed the creation of the Sistema d’intel·ligència Turística d’Eivissa (SIT Eivissa, Tourism Intelligence System of Ibiza). Since it began to operate mid February, the entity has held about one hundred meetings with data providers, business associations, town councils and other important players to fully comprehend the dynamics of travellers visiting Ibiza and take better decisions for the future of the industry and the island.
In order to obtain this deep insight into Ibiza’s tourism industry, which will be intro-duced later on this month, the office led by Simón Tur has been analysing the data obtained through modules sourced from different private suppliers agreed with town councils, trade associations and business owners on the island, plus the data drawn from the usual public sources: AENA (number of incoming passengers), INE (average stay) and IBESTAT.
Ibiza’s tourism in 2024, data by data
Sourcing different modules from well-know private businesses in the industry has allowed the body to study, for the first time ever, a wide range of behaviours shown by tourists arriving in Ibiza, including their reasons to come, when and how they travel, when they book, how long they stay on the island, how much they spend and their perception of the destination.
The modules chosen for the research were those shedding light on accommodation, telecoms and mobility, spending at destination, flight connectivity and traveller’s sen-timent and were sourced from the following private businesses: Mabrian, a Menor-ca-based business that’s a member of the UN World Tourism Organisation; Amadeus, leading company in the Tourism Distribution industry; the global telecom company Orange and SmartUp, experts in marketing and digital listening.
Knowledge to decide
The different data collected since February is being analysed and will soon provide a comprehensive X-ray of the traveller’s profile and the tourism industry in 2024. This analysis will include information about, among other things: visitors’ satisfaction score, their knowledge of our most important heritage, their mobility, where they stay and when they book, where they spend their money and on what type of busi-nesses, the creation of traveller profiles by nationality, average length of their stay, expected traveller inflow and topics drawn from social listening, such as trending topics and comments on line.
Obtaining and bringing together the huge amount of data included in the different modules, organising it, aligning the information and communicating the conclusions are some of the tasks taken on by SIT Eivissa, but not the main one. It’s top purpose is to spark debates, come up with strategic plans and support the development of policies based on true data. This new approach, which turns Ibiza into a tourism lab, aims to improve competitiveness and foster a more attractive and sustainable envi-ronment.
Also, the information gathered through SIT Eivissa benefits tourism businesses by helping them to improve their decision making, optimise their resources, customise their services and, why not, also helps expand and improve the market outlook.