The Seville City Council, through the Department of Tourism, has presented the first results of its strategy to achieve more sustainable tourism activity. To improve in this field, the City Council has been a pioneer in incorporating a set of indicators of Tourism Tourism Sustainability indicators based on global data analytics (Big Data) that allow it to measure, monitor and compare results with destinations around the world. the world.

During the presentation of the results, a comparative study of Seville compared to other urban destinations in Europe was presented. Specifically, seven indicators were analysed: the carbon footprint generated by visitors to reach the destination, the distribution of tourist income, visitors’ perception of sustainability, the motivational distribution of tourists, the level of dependence of the destination on outbound markets, the concentration of the tourist offer and seasonality.

The analysis highlights positive aspects of the destination, which reinforce the balance and sustainability of the sector, such as sustainability of the sector, such as the reduced carbon footprint per visitor in comparison to similar destinations, the notable compared to similar destinations, the notable perception of sustainability among visitors and the lower visitors and the lower degree of dependence on markets or specific tourism products compared to other destinations. products compared to similar urban destinations.

On the other hand, some areas have also been identified in which Seville still has room for improvement and in which it can
areas in which Seville still has room for improvement and in which intensive work is being carried out by the Department of Tourism.

One of these concerns is the improvement of the distribution of tourist income in the local economy, as this is a key element in sharing the benefits of tourism with the whole of Sevillian society. The more even distribution of tourist activity throughout the year is also an aspect on which the city is working since a large part of tourist activity is concentrated in the second half of the year.

Concerning the concentration of tourist accommodation, Seville, due to its geographic and urban nature, has a high rate of tourist activity in the second half of the year and urban nature, Seville has a high rate of concentration, which, however, is not affecting the perception of the city as a tourist destination. However, this is not affecting the perception or the level of satisfaction shown by visitors to the city.

Antonio Jiménez, Director of Seville Tourism comments: «The results of this first year of monitoring has been positive, showing that the policies adopted are starting to bear fruit. Although we have to be constant and continue to improve, we are satisfied that Seville stands out from the rest, we are satisfied that Seville stands out in many aspects as a sustainable destination, above other relevant destinations in sustainable destinations above other relevant destinations in Europe».

From Mabrian, the technology company that created the indicators, its Operations Director Alex Villeyra comments: «We are very pleased that Seville is the pioneer urban destination worldwide in using these indicators to measure the impact of its tourism sustainability measures. We are currently offering Tourism Intelligence services in sixteen countries and a multitude of destinations, so it is very much appreciated that Seville is leading the way for other cities in the use of these advanced measurement tools».

Mastercard, a collaborating partner in the development of these indicators, Daniel Nieto, Vice President of Government Relations, said: «For Mastercard it is key to help public institutions, through the trends in the consumption habits of tourists, to adapt their tourism policies in the short, medium and long term and to make them more inclusive and sustainable. This is why we are collaborating with the Seville City Council on this project, which is showing such good results».

For her part, Laura Garrido, director of the consultancy firm Sostenibilidad Turística Ético, which has provided the methodological support for the indicators, comments: «It is very important that managers of tourism very important for tourism destination managers to have measurement tools such as these, which allow them to measurement tools such as these, which allow them to monitor the results of their sustainability policies. sustainability policies. This helps them to identify their strengths and weaknesses and to set up a concrete action plan involving This helps them to identify their strengths and weaknesses and to set up a concrete action plan involving the sector».

More information about the Tourism Sustainability Indicators used and their methodology can be found at this link: https://mabrian.com/blog/es/sostenibilidad-turistica-2/