Balanced Tourism - Region Seefeld
Data as the basis for a better experience, nature conservation and a more targeted distribution of added value
Motivation und initial situation
Since 2022, visitor numbers at selected points of interest (POIs) in the Seefeld region have been measured using anonymised mobile phone data. Until now, this data has only been observed and not actively used, meaning that its potential for active visitor management has remained untapped.
At the same time, there are significant peaks in visitor numbers during the peak seasons and an uneven distribution of visitor flows. The aim of the project is to achieve data-based visitor management in order to harmonise nature, the quality of the visitor experience and regional value creation.
Key milestones
Sixteen points of interest were defined in the region where visitor numbers are systematically measured. Based on this, a forecasting model was developed that provides a 7-day forecast and takes into account weather data and holiday calendars from the most important source markets. Concrete visualisation ideas for a user-friendly presentation of the data are already being developed.
Seefeld region – Tyrol's high plateau, Tyrol
1,990,768 overnight stays, 55% in summer, 45% in winter (tourism year 1 November 2023 to 31 October 2024)
Known for: The special atmosphere on Tyrol's high plateau at 1,200 metres – sunny, open and unique. For the lively pedestrian zone in Seefeld, the world-class cross-country skiing facilities and enjoyable hiking in all four seasons, without any alpine dangers. Surrounded by flat alpine natural beauty and easily accessible – that is our 360° sun plateau.
More informations: www.seefeld.com
For further questions:
Michaela Kraler, Tourismusverband Seefeld
Michaela.Kraler@seefeld.com
Experiences and challenges
The technical implementation, especially the training of the machine learning model, is complex. At the same time, the correct interpretation of the data – for example, to answer the question ‘When is full?’ – poses a challenge. Another hurdle is the user-friendly and visual presentation of the data for different touchpoints. In addition, the interests of different stakeholders must be reconciled.
Future prospects
The model will be further developed and supplemented with additional data such as event dates. In addition, an even more precise definition of points of interest is planned. The aim is to integrate the forecasts into the region app and display them at several touchpoints, for example via information screens in hotels.
The central challenge is to provide meaningful, effective visitor guidance throughout the entire customer journey.