Prepared for what lies ahead in tourism
Stay up-to-date with current, independent statistics and information on tourism in the Alpine region.
F.act: There are a lot of reports in the press about overtourism in the Alps. How does the Seefeld region try to prevent this from happening in the first place?
Michaela Kraler: Throughout the year, there are seasonal peaks where a more balanced distribution of guest flows already makes sense. That's why it was clear to us early on that we didn't just want to react when things got critical, but to start in advance. Until now, our excursion tips have been based on the experience and gut feeling of our employees - with a lot of expertise, but without an objective basis for decision-making. This is exactly where the digital visitor guidance project comes in. It should help us to make a more informed assessment of where visitor flows are developing - and to make gentle recommendations accordingly.
At the same time, we are aware that it would be a very ambitious goal to claim that we could "steer" our visitors in this way. We cannot guarantee whether and to what extent this information will influence actual behavior. We therefore see the project as an information service that creates a better basis for decision-making and enables a more conscious approach to highly frequented spaces.
F.acT: What specific data sources and technologies do you use to forecast and manage visitor flows, and how are these used for digital visitor guidance?
Michaela Kraler: The project focuses on anonymized mobile phone data at defined points of interest. This is supplemented by weather data, vacation calendar data from the most important markets of origin and event data. This data is fed into a machine learning system, which uses it to create forecasts for future capacity utilization. On the basis of these forecasts, threshold values are defined that enable classification as "low", "moderate" or "well attended". The forecasts are displayed on our website and in the VisitSeefeld app. There they are incorporated directly into the excursion tips: Destinations with a high predicted occupancy rate are made less visible; instead, alternatives with a lower number of visitors are suggested.
F.acT: Who benefits from this new data and knowledge?
Michaela Kraler: Different groups benefit from the new data and findings on several levels. Guests get better orientation and can plan their excursions more consciously - especially on busy days. At the same time, natural areas are relieved and locals experience less selective congestion, which contributes to the long-term acceptance of tourism.
Businesses also benefit from a more balanced distribution of added value, especially away from classic hotspots. For the tourism association, the data provides a sound basis for strategic decisions, more targeted management and the long-term development of the destination.
F.acT: What practical challenges have arisen during implementation and what innovations or further developments are planned for the coming years?
Michaela Kraler: A key challenge was defining and delimiting the points of interest and the question of when an area is considered "full". Equally challenging were balancing the interests of different groups and creating a clear, comprehensible visual representation of the data.
Further development is planned for the coming years: The forecasts are to be played out at more touchpoints, event data is to be incorporated in more detail and the POIs are to be adapted more to the winter season - as the project started with the summer. In addition, the forecasts are to be made even more precise by integrating data from seven new weather stations. The aim is to create a learning system that reacts ever more precisely to seasonal differences and real usage patterns.