Smart Data Management

Strengthening agriculture and tourism through digitalization and cooperation

Close cooperation between agriculture and tourism opens up new ways to increase competitiveness, minimize potential conflicts and sustainably increase the quality of destinations. Through the targeted use of smart data management in particular, raw data can be transformed into strategically valuable information that offers tailored solutions for challenges in both sectors. This strengthens transparency and trust, breaks down barriers and promotes sustainable partnerships. Digital innovations are seen as essential drivers for the further development of both sectors.

Project overview

Objective: The lighthouse project has set itself the goal of sustainably improving cooperation between agricultural businesses and tourism companies. The intelligent linking of digital interfaces (e.g. websites, apps) is intended to facilitate access to big data, create synergies and promote digitalization in agriculture. Particular attention will be paid to analyzing existing collaborations and developing new content and strategic priorities.

Project process: steps towards digital networking

Step 1 - Analysis of existing collaborations and interfaces:

• Evaluation of current digital offerings
• Identification of added value for guests (B2C) and providers (B2B)
• Survey of the requirements of both target groups

Step 2 - Further development of the UaB landlord app:

• Expansion of app functions relating to online bookability and channel management
• Optimization of existing interfaces

Step 3 - Further technical development of the myZillertal app:

• Improvement and expansion of the digital interfaces based on the current technical status

Step 4 - Linking and piloting:

• Merging the developments from the UaB landlord app and myZillertal app
• Practical tests and implementation of initial pilot projects

Step 5 - Preparation for further digital innovations:

• Integration into additional interfaces and platforms (e.g. guesthouses, LTOs)
• Expansion to include voice control and voice-controlled applications
• Support through cooperation with Tirol Werbung

Results and findings

• Digital networking increases added value and contributes to the preservation of the cultural landscape.
• Regionality and authenticity can be marketed in a targeted manner through digital interfaces.
• Interfaces must be designed to be intuitive, efficient and user-friendly, whereby continuous further development is necessary.
• Joint platforms and apps significantly promote cooperation between agriculture and tourism.
• A targeted expansion of offers to the B2B market is recommended.

Practical examples (use cases)

Use case 1: Optimizing the bookability of farm accommodation

• Improvement of the interfaces at TVB Mayrhofen-Hippach and UaB Tirol
• Reduction of barriers to use and intensive information measures

Use Case 2: Booking and communicating agricultural experiences

• Development of flexible models for communicating farm experiences despite legal restrictions
• Use of the myZillertal platform to advertise spontaneous offers

Use case 3: Pilot project digital farm shop

• Development of a system for the digital discoverability of regional farm shops
• Cooperation with the partner myRegio.store for further development in the area of e-commerce

Project completion and outlook

The project was successfully completed on February 29, 2024 The cooperation between UaB Tirol, TVB Mayrhofen-Hippach and myRegio.store forms a strong basis for future joint developments. A possible central coordination role for Agrarmarketing Tirol was also discussed, particularly for the further implementation of smart data projects and regional networks.

In addition, the "Data Hub Tirol" offers a promising platform for the further development of Use Cases 1 and 3 in particular.

Project details at a glance

Funding & project status
The project was awarded as a lighthouse project as part of the digitization funding of the Office of the Tyrolean Provincial Government. The aim was the sustainable networking of agriculture and tourism through digital innovations and intelligent interface solutions.

Project partners

The implementation of the project was made possible by the close cooperation of various regional and national stakeholders:

• Mayrhofen-Hippach Tourism Association
• Urlaub am Bauernhof Tirol
• Urlaub am Bauernhof Austria
• International Center for Research and Education in Tourism (ICRET)
• Tyrol Chamber of Agriculture
• Tirol Advertising
• myRegio.store

The project was scientifically supported by experts from the University of Innsbruck and UMIT Tirol.