A study about the Spanish’s intention of Travel indicates that the interest to visit Colombia has increased significantly in the last year.
The study done by Mabrian Technologies through the analysis of the interactions on social networks, detected a significant increase of the Spanish’s interest to visit Colombia. After monitoring the mentions issued between June and October 2016 and the same period of 2017, it was quantified an increase of 88% on the mentions that expressed interest in visiting the coffee country.
The semantic analysis of these mentions’ text through Natural Language Processing and Artificial Intelligence techniques, allow Mabrian’s algorithms to identify and measure interests and perceptions, and also to predict dynamics months in advance.
In view of these forecasts, it was only necessary to check the evolution of the volume of visitors to Colombia.
According to the data published by the MINCIT (Ministry of Commerce, Industry and Tourism of Colombia) at the end of the first quarter of 2018, the arrival of foreign visitors has increased a 50,17%, being the Spanish the fifth origin market with more growth in arrivals, with an increase of 19,8%, behind Venezuelans (+206%-Does not imply a tourist current, but migratory), Argentines (+29,6%), Americans (+27,5%) and Panamanians (+20,5%).
Thus, Spain is positioned as the first intercontinental origin market with 30.077 visitors in these three moths. A remarkable figure, but that hardly supposes a 2,8% of the total of visitors, showing this way the growth potential of this market.
Another indicator that Mabrian’s platform uses to measure the increase of visitors in a destination, is the total number of hotel reviews registered in the hotels of Colombia through the two main hotel review platforms, TripAdvisor and Booking. From the monitoring of 843 accommodations throughout the country, an increase of 29% in the number of comments collected has been noted, giving a total of more than 54 thousand for the first quarter of 2018. In the case of the Spanish market, the number of reviews has increased an 11%, during this period.
The profile of the Spanish tourist that visited Colombia during 2017 is characterized by being a relatively young traveler (60% younger than 44 years old), although with an age average slightly higher to the rest of the markets, with origin mainly in the regions of Madrid (27%), Cataluña (18%) and Andalucía (18%).
Among these visitors, highlights the interest for the destination’s cultural product, followed by the interests related to nightlife, family activities and gastronomy. However, it should be noted that the Satisfaction index with the Touristic Products (TPi) in general, still shows an opportunity for improvement, standing at 63,46 points out of 100.
The Spanish’s Global satisfaction index (GTPi) with the destination for 2017 is very good, with a valuation of 69,27 out of 100, although it’s still bellow the satisfaction shown by the Brazilians (76,65 points), Argentines (75,3 points) and Americans (74,52 points), which are the two main markets that show the higher global satisfaction with the destination.
Knowing the demand evolution of a destination moths beforehand, as well as identifying the concrete profile of the potential visitors, offers the destination managers the possibility to anticipate to the needs of offer, as well as to segment the markets more precisely, giving adapted solutions that boost the tourist´s satisfaction and the profitability for the destination and the local economies.