Tourism intelligence and innovation one of six action programs of the Strategic Tourism Plan for Navarra 2018-2025. This plan formulates the need to improve the measurement of Tourism in Navarra, including sustainability.
To meet these needs, the Navarra Tourism Observatory were been created to be at service for both the public administration and the sector. Since establishing the observatory, we have made considerable advancements and in 2019, we entered the UNWTO International Network of Sustainable Tourism Observatories (INSTO). As an INSTO member, we commit to submit a yearly report monitoring 11 mandatory issue areas.
The reports for 2019 and 2020 are available here:
https://www.visitnavarra.es/es/web/turismoprofesional/observatorio-turistico/red-observatorio-sostenible-insto/memorias-anuales
In 2021, we joined NECSTouR and its the Tourism of Tomorrow Lab. Through our participation in this network, we aim to further improve tourism statistics.
Strategic objectives:
Within the framework of the Navarra Tourism Action Plan 2020-2022, within Strategic Line 6: Tourism intelligence, the following objectives have been established:
- Monitor Navarra's tourist offer in its progress towards digital transformation, competitiveness, sustainability, quality and inclusion
- Increase knowledge about tourism flow and demand
- Measurement of social sustainability in the territory
- Monitoring of national and international trends and competitors
The degree of achievement of the same will be assessed through the monitoring of these indicators:
- Number of new data sources incorporated
- Variation in spending at destination
- Variation in indicators of sustainability, digital transformation, competitiveness and inclusion.
These objectives are in alignment with those proposed in:
- The Strategic Plan for Tourism 2018-2025, in which the "Creation of the Navarra Tourism Observatory to improve the transfer of market intelligence knowledge to the sector as a whole" was determined.
- And at the international level with the SDGs 2020: Objective 8 Decent work and economic growth; Objective 9 Industry, Innovation and Infrastructure; Objective 12 Responsible production and consumption)
Its development is also supported by the Smart Specialization Strategy of Navarra S4 (2021-2027 update), in which sustainable tourism is established as a thematic priority and the development of lines of work such as the "Digital transition in the intelligence system of tourist markets. Collection of data on demand, preferences and behaviors for decision-making in tourism marketing”.