Turismo de Gran Canaria has organised the final phase of a neuromarketing project applied to tourism, led by former Deputy Minister of Tourism Sergio Moreno, Director of the University Institute of Tourism and Sustainable Economic Development (TiDES), and Pablo Llinares, Managing Director of Turismo de Gran Canaria.
Moreno maintains that the project proposes its continuity over time, opening a scenario for the development of SMEs and tourist destinations by applying artificial intelligence and emphasized the capacity of the island of Gran Canaria as a "European tourism capital." Pablo Llinares highlights the importance of studies and research in tourism, an aspect in which he pointed out that the ULPGC is a world leader in promoting digital transformation processes in tourism. He also stressed the need to "walk together to strengthen the sector, as has been done by Turismo de Gran Canaria, in line with the entity's Strategic Plan, which prioritizes collaboration at all levels to position Gran Canaria as a tourist hub, drawing on its leadership in the sector in Europe as well as its privileged position as a link between three continents."
The meeting included an online intervention by Carlos Romero, Director of Tourism Research, Development and Innovation at SEGITTUR, who highlighted “the strength of destinations that have begun their digitalisation compared to analogue destinations”. Iñigo García-Aranda, from Canarias Living Labs, described the development of intelligent agents to optimise the tourist experience in the Canary Islands.
At the end of the day, attendees had the opportunity to learn about the neuromarketing tools and techniques used by this project at the Demo Emotur LAB installed at the Centro Insular de Turismo in Playa del Inglés. The Final Conference was also an opportunity for the partners and professionals related to the project who travelled to Gran Canaria to get to know the island. The group had a previous day, on Tuesday 3 December, in which the progress of the project and the future of the initiative were discussed and shared. After this meeting, also organised by Turismo de Gran Canaria at the CIT in Playa del Inglés, the group took a guided tour of the most emblematic tourist resources in the southern area of Gran Canaria.
