Es una estampa habitual en las playas españolas. Turistas tomando el sol con una mano en la loción protectora y la otra en el smartphone. Y es que cada vez más los visitantes extranjeros valoran, además de la oferta turística, gastronómica y patrimonial del destino, que éste cuente con buenas conexiones a Internet que les permitan seguir conectados durante su periodo estival y aplicaciones móviles que les faciliten su viaje. La demanda de capacidades digitales es uno de los grandes retos que afronta el sector turístico mundial y, más concretamente, el español.
Con más de 74 millones de visitantes previstos para 2016, la industria turística es uno de los grandes motores de la economía española -no en vano representa el 10,9% del Producto Interior Bruto (PIB) y un 12,7% de los empleos-. «España tiene un sector turístico muy importante y hemos detectado algunas oportunidades de negocio que no existían hasta ahora», explicó Jordi Alvinyà, director de Estrategia Comercial de Cellnex Telecom, durante el último desayuno #ActitudDigital, organizado por EXPANSIÓN y esta operadora de telecomuinicaciones.
Algunas de estas iniciativas ya se están probando en Benidorm, la tercera ciudad de España por número de pernoctaciones, por detrás de Madrid y Barcelona, y el líder del turismo de sol y playa del Mediterráneo desde hace más de cinco décadas. «Por tamaño, no podíamos ser una gran smart city, pero a turismo inteligente no tenemos rival», destacó Antonio Pérez, alcalde de la localidad levantina. En los últimos años, Benidorm ha desplegado una red de WiFi gratis para que puedan conectarse los turistas y ha instalado una red de beacons para detectar la posición de los visitantes y enviarles información relevante sobre su viaje.
«Es necesaria la información en tiempo real para gestionar los flujos turísticos. Por ejemplo, recomendando destinos en zonas con menor afluencia de personas para evitar aglomeraciones colas y atascos», señaló el presidente de Segittur, Antonio López de Ávila. «En el sector turístico se manejan multitud de estadísticas -desde el número de pasajeros que viajan en Renfe a los que transitan por los aeropuertos de Aena-lo que hace falta es poner todos esos datos en común y en tiempo real», reclamó Alvinyà.
Gracias a la explosión de los dispositivos conectados, por primera vez los actores del ecosistema turístico pueden disponer de información actualizada sobre los hábitos de los visitantes y sus opiniones. Sin embargo, para que esos datos sean útiles y permitan avanzar hacia un nuevo modelo turístico más eficiente es necesario, como reivindicó Álvaro Carrillo de Albornoz, director general del Instituto Tecnológico Hotelero, que «estén al alcance de todos». «Hay que intercambiar datos para ser más eficientes. Es necesario que las Administraciones abran sus bases de datos porque muchas empresas no pueden permitirse el acceso a esa información», agregó.
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