Colombia, cultural destination on the rise in Easter

An increase of the interest for cultural and religious touristic products has been detected in comparison with Easter 2017.

Easter is a period of rest and devotion for Colombians, who count with numerous places of religious worship and deep-rooted traditions. The cultural and religious touristic products are touristic venues that the Colombian Ministry of Culture, Industry and Tourism also wants to enhance among foreigner visitors, with campaigns such as the “Touristic Faith Route”, promoted this Easter, or the visit of His Holiness Pope Francisco, in September 2017.

 The analysis of the tourists’ behavioral data in Social Media in Colombia during Easter (25.03.18 to 01.04.18), shows a clear upward trend of the interest in these touristic products related with cultural tourism, the religious one in particular, compared with Easter 2017 (9 to 16.04.17).

 Of the 143.320 touristic mentions collected in Social Networks during this period,  a 20% increase of the volume of mentions related to Cultural tourism is observed, and more than a 35% related to Family tourism. Among the 10 main cultural touristic venues identified in this period, we can observe three with a clear religious base, like the Santuario del Señor Caído, Monserrate in Bogotá, the Catedral de Sal, in Zipaquirá and the Catedral de Nuestra Señora del Rosario, in Manizales. Among the cultural attractions, some venues stand out such as the Ciudad Amurallada and the Castillo de San Felipe in Cartagena de Indias, and the neighbourhood of La Candelaria in Bogotá.

Regarding the origin markets of these touristic mentions, the Colombian national market predominates with a 41% of the mentions collected, and also showing a more than 50% increase over the cultural product compared with Easter 2017. At an international level, USA visitors, Spanish, Venezuelan and Mexican are the markets that lead the mentions ranking.

In addition to identifying and quantifying the visitors’ interests during this period, the touristic Big Data analysis tool that Mabrian Technologies brings to the Colombian Government, has allowed to measure the visitor’ satisfaction level with the mentioned products. To get this, Mabrian’s algorithms perform a semantic analysis of the user’ comments through Natural Language Processing techniques and Artificial Intelligence.

This analysis has helped to detect the areas that need more attention from the destination managers, to improve the satisfaction levels, that still show improvement opportunities in products such as Cultural, Familiar, Natural and Active.

Mabrian’s platform allows to know in real time the interests and perceptions of the visitors, providing the destination and touristic business managers a tool to detect opportunities and threats in an agile way, for making better decisions.

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