IV ExpoMICE Congress in Bogotá (Colombia): Fernando Molina Presents the First Regenerative and Circular Tourism Intelligence System
12-10-24
Dr. Fernando Molina, researcher and innovation director at the Tourism & Society Think Tank (TSTT), presented the prototype of SIT RC® (Regenerative and Circular Tourism Intelligence System) at the V ExpoMICE Congress, held in Bogotá, Colombia. This system, tested in real-world environments in Benidorm and the Canary Islands, seeks to transform the management of Smart Tourism Destinations (DTI), focusing on participatory governance and the analysis of data from residents and tourists to measure the positive impact on local communities.
The evolution of Smart Tourism Destinations (DTI) over the last decade has highlighted the need to improve the impact of tourism activities on residents and local communities. This approach focuses on including local businesses, young entrepreneurs, and the development of sustainable ecosystems. Molina, the creator of SIT RC®, along with Antonio Santos del Valle, president of the TSTT, warns about the issue of "information overload" or "infobesity" caused by an excess of raw data without proper validation from industry experts. This accumulation of unfiltered information can hinder strategic decision-making, especially in sectors like MICE, enogastronomy, culture, or nature tourism.
Both agree on the importance of leveraging the experience and knowledge of industry professionals, both in the public and private sectors. The SIT RC® system proposes a methodology that measures and compares both the positive and negative impacts of tourism activities, enabling a more efficient and sustainable management of destinations.
Regenerative and Circular Tourism: The New Model
During his presentation, Molina emphasized that tourism is undergoing a transformation towards a regenerative and circular model. This approach not only aims to satisfy clients with high service quality standards but also to actively involve them in preserving local resources and supporting the destination’s economy. "We are moving towards purpose-driven tourism, capable of educating and raising awareness among visitors," stated Molina.
To achieve this goal, it is necessary to have transnational methodologies and clear metrics that allow both territorial and business managers to compare the progress and commitments of new public policies. In this context, academic institutions play a crucial role in training new tourism managers, entities, and organizations, ensuring they are prepared to adapt to the evolving demands of the sector.
Regenerative and circular tourism not only changes how tourism businesses operate but also influences travelers' motivations, who now seek experiences that add value to local communities. This approach significantly impacts the tourism sector's value chain, from accommodations to travel agencies and transportation, generating jobs and boosting local economies.
The Importance of Local Data
One of the pillars of SIT RC® is the collection of local data, where tourism activities take place. In addition to traditional traveler data, the system also analyzes the purpose of their trip, their social media feedback, and the routes they take. This approach allows for a better understanding of tourists' needs and preferences, facilitating informed, evidence-based decision-making.
Molina highlighted that digital technology has radically transformed the world of travel, but stressed the importance of harmonizing indicators and indices across countries and regions. This will improve data comparability and facilitate the implementation of new metrics that reflect the reality of regenerative and circular tourism. To achieve this, it is necessary to work in networks and collaborate on initiatives such as multi-destination routes, which connect municipalities, regions, and even countries with common narratives.
The Tourism Visioneer Movement
Dr. Molina took the opportunity during his presentation at the Congress to encourage attendees to join the global Tourism Visioneer community, which seeks to accelerate the transition to an intelligent, regenerative, and circular tourism model. This community, introduced by Antonio Santos del Valle during the 2024 International Tourism Day, places people at the center of tourism transformation.
Tourism Visioneer also incorporates an observatory that feeds new indicators to reformulate public policies and promote competitiveness and sustainability in the tourism sector. These indices are fundamental for companies to align with the strategies of Smart Tourism Destinations and local communities.
The V ExpoMICE Congress in Bogotá, organized by CORFERIAS, the National Federation of Traders (FENALCO), and the AV platform, has become a key event in the MICE industry, and the SIT RC® system has garnered significant attention for its potential to transform tourism towards a more sustainable and conscious model.
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