Bilbao-Bizkaia’s potential tourist in key markets

Client: Bilbao Tourism & Provincial Council of Bizkaia

Country and date of execution: Spain, June 2017 – December 2017

Category: Measurement

Description of the Project

The objective of the project was twofold. On the one hand, to identify and profile potential demand in eight priority international and five priority state markets. On the other hand, the interest was also in studying the opinion about Bilbao and Bizkaia and other municipalities and resources of those who have already visited us, whether state or international. This study contributes to the development of the tourism marketing strategy for Bilbao Bizkaia with a view to optimising the actions to be undertaken by the destination managers.

We developed this work with a partner with whom we conduct market research, Adimen. in2destination developed the content of the questionnaire for the market study in origin through a web questionnaire focused on profile, travel organization, decision process, budget and expenditure, image and positioning and interest and intention of visit. In addition, the in2destination team also implemented its in2feedback technology solution, based on natural language processing, which allows the online reputation of tourist destinations and brands to be analysed.