Benidorm, an example in Fiturtech for its strategy to capture the Millennials and Generation Z

Visit Benidorm manager participates in a round table on digital marketing and Big Data management together with Norway or Peru destinations

The strategy developed last year by Visit Benidorm Foundation to attract tourists in the Millennials and Generation Z has not gone unnoticed. In fact, the city has had a special intervention in #Fiturtech, the space of the International Tourism Fair (Fitur) in Madrid dedicated to innovation and technology in tourism, in which Benidorm has been as an example of digital marketing and management of key tourist destinations in Big Data.

Thus, during the fair, the manager of Visit Benidorm Foundation, Leire Bilbao, presented in a round table the different actions implemented throughout 2016 regarding digital marketing and Big Data management. A roundtable in which participated other destinations also referent in strategies linked to innovation and technology in tourism such as Peru, Norway or the Autonomous Community of Extremadura.

During her speech, Bilbao recalled that Benidorm was one of the first tourist destinations to "see the opportunity" offered by promotional PokémonGo fever, and for that reason "we quickly developed and implemented a strategy for users of the app, Pokerutas', or counting by Snapchat where and how to hunt pokémons ". With these actions, it was possible to establish a great link between the destination and these users -'engadgment'-. In addition, to strengthen this relationship have been deployed other strategies through Youtube and 'storytellings'.

The manager of the Foundation indicated that within the strategy to capture this segment of tourists, also has been implemented free Wi-Fi on beaches and in some key points, making it easier for visitors to share their experiences on social networks without consuming data. Likewise, the use of this free wifi has a return in the form of information about the behavior of the tourists in the destination and its profile; An information "of great help in the elaboration of a strategic plan".

Bilbao also referred to the launch of the new free App of Benidorm and its combination with a technology network that operates through bluetooth and offers personalized information on the offer of the destination based on the tastes and preferences of the user ".

The manager of the Foundation stressed during her speech that all these actions "not only position us as a destination that uses the latest technology to attract young people and improve the experience in the destination of tourists and residents, but all the information obtained is useful to have a better understanding of the current situation, and to plan and adjust future strategies. "