Page 52 - Smart tourism: A path to more secure and resilient destinations

5 Success cases

5.1 Cáceres smart heritage

5.1.1 Summary

City managers in tourist areas may not have information regarding how many tourists visit the
city, how long their stay lasts or what their profile is. These data are essential to be able to create
tourism strategies, identify the city's potential and make the necessary improvements to increase
the number of tourists and recommend a visit to the city.

To this end, the city of Cáceres proposes itself as a pioneer in Smart Tourist Destination projects
to improve tourist knowledge and shape smart tourism strategies.

5.1.2 Entity

Cáceres City Council.

5.1.3 Region and location

Cáceres is a World Heritage City located in Spain near the border with Portugal. Receiving more
than 900 000 visitors, it is the third most visited monument in Europe. It has more than 2 400 hotel
rooms and attractive natural, monumental and cinematographic tourism.

The community of Extremadura is in the centre-west of the Iberian Peninsula and is made up of
two of the largest autonomous communities in Spain. Bordering Portugal, it boasts a wide range
of natural and tourist attractions.

5.1.4 Definition/explanation of the case

The Cáceres City Council intended to implement a project that would enhance and publicize the
city's heritage, and preserve its monuments. To this end, together with Minsait, it developed a
project to acquire a greater knowledge of their visitors in order to activate strategies to attract, retain
and increase these visitors’ length of stay. The city's business sector has been incorporated within
this strategy, and has been involved in the process of diversifying the consumption of the supply
of services to structure a management system and model that promotes the city's business fabric.

42 Smart tourism: A path to more secure and resilient destinations