WTCF Global Report on Smart Tourism in Cities 1.4.3 Taking the lead in the application of high technologies  69 1.4.4 Improving tourist satisfaction  70

1.5 Main innovation fields of developing smart tourism in Beijing 70

1.5.1 Demonstration application of artificial intelligence in tourism industry 70 1.5.2 The electronic travel order for tour groups enabling stricter market supervision 70 1.5.3 The“time-division appointment” ticketing system at scenic spots is launching a new tourist flow and appointment management mode 71 1.5.4 Pioneering the“culture + tourism + technology” Directory integrated development 72 1.5.5 Realizing regional tourism dynamic service and supervision 72

Acknowledgements 10 1.6 Main beneficiaries of developing smart tourism in Beijing 74 Preface 12 1.7 Attachment 74 Executive Summary 14 1.7.1 Electronic itinerary of the travel team 74 Evaluation Report on Smart Tourism in Cities 22 1.7.2 “i-tour Beijing” 75 City Questionnaire Analysis Results 38 1.7.3 Haidian Digital Public Platform for Culture Service  75 1.7.4 Haidian city brain 75 Chapter 1 Beijing China 57 1.7.5 Demonstration case of“culture + tourism + technology” of the Forbidden City 76 1.1 A Brief Introduction to Current Tourism in Beijing 58 1.7.6 Digital Yuanmingyuan 77 1.2 Core Theme of Smart Tourism Development and Its Contribution to 1.7.7 “AI Technology Park” of the Haidian Park 77 Smart Tourism in Beijing 59 1.7.8 Application of 5G technology in the Yuyuantan Park in Beijing 78 1.3 Result of Smart Tourism City Construction in Beijing 60 Chapter 2 Buenos Aires Argentina 81 1.3.1 Priority of developing smart tourism in Beijing 60 1.3.2 Specific goals of smart tourism development of Beijing 66 2.1 Introduction 82 1.3.3 The main effect of developing smart tourism in Beijing 67 2.1.1 Tourism development 82 1.4 Mission and Vision of Beijing in Smart Tourism City Development 68 2.1.2 Tourism planning and management 83 1.4.1 Realizing a new-type urban governance  68 1.4.2 Resource sharing by citizens and tourists 69 2.2 Key Performance Areas 84 3.6 Beneficiaries of Smart Tourism City Development 120

2.2.1 Data ecosystem 84 3.7 Attachment 122 2.2.2 Sustainability 84 3.7.1 Big Data Construction of Cultural Tourism in Chengdu 122 2.2.3 Smart tourism tools 87 3.7.2 Cases of Smart Tourism 125 2.2.4 New business models and innovative mechanisms  88 Chapter 4 Guiyang China 135 2.3 Chinese market 89 2.4 Success story: The Tourism Intelligence System 89 4.1 Background of Cooperation between Ctrip and Guiyang City 137

4.1.1 Overview of Ctrip big data deve­lopment 137 Chapter 3 Chengdu China  97 4.1.2 Guidelines for development of big data tourism in Guiyang City 138

3.1 Brief Introduction of Chen­gdu Tourism 98 4.2 Form of Research and Cooperation in Smart Tourism Big 3.2 Core Theme of and Contr­ibutions to Smart Tourism 100 Data of the Parties 138

3.3 Mission and Vision of Smart Tourism City  102 4.2.1 Big data interface 139 3.3.1 Building a Convenient Smart City 102 4.2.2 Big data analysis report 139 3.3.2 Making Smart Decisions Driven by Data 102 3.3.3 Developing a Multi-dimensional Smart Industry 102 4.3 Composition and Application Scenarios of the Smart Tourism Big Data System of Guiyang City 140

3.4 Performance and the Building of a Smart Tourism City 103 4.3.1 Precise marketing tourist group—precisely identifying target 3.4.1 Development Goals of a Smart Tourism City 103 tourist groups in marketing and promotion 142 3.4.2 Construction Tasks of a Smart Tourism City Platform 104 4.3.2 Tourist flow forecast early warning 143 3.4.3 Major Influences and Achievements of Smart City Tourism  106 4.3.3 Identifying hot serial itineraries 143 4.3.4 City analysis—maintaining city competitiveness 143 3.5 Innovations of Smart City Tourism 109

3.5.1 Innovation in Institutions and Policies to Drive the 4.4 Suggestions on How to Use Tourism Big Data to Further Development of Chengdu as an International Tourist City 109 Serve the Construction of Smart Tourism City 144 3.5.2 Innovation in Technology Application to Drive the 4.4.1 Data sharing between departments 144 Progress of Tourism 111 4.4.2 Data feedback to tourism industry 145 3.5.3 Innovation in Management Mode to Improve Efficiency 112 3.5.4 Innovation in Service and Marketing Modes to Chapter 5 Helsinki The Republic of Finland 147 Increase Satisfaction 115 5.1 Introduction 148

5.1.1 Basic facts  148 5.1.2 Infrastructure for transport and connectivity 148 6.3.1 Organizations are required to be defined for construction 5.1.3 Tourism flows 148 of smart tourism 174 5.1.4 Destination management 149 6.3.2 Construction of smart tourism cannot be done without financial guarantees 174

5.2 Open data ecosystem - the backbone of Helsinki’s City Strategy 149 6.3.3 Top-level design is indispensable for construction 5.2.1 Helsinki Region Infoshare-the open data ecosystem 150 of smart tourism 175 5.2.2 MyHelsinki.fi smart tourism initiative  150 6.3.4 Connecting external resources enables smart tourism 175 5.2.3 New business models and smart tourism technology tools  153 6.3.5 Construction of smart tourism cannot be done without 5.2.4 Additional smart tourism tools 155 continuous operation 176 6.3.6 Demonstration is necessary for the construction of smart

5.3 Co-operation platforms with Chinese companies  156 tourism to spread 176 5.3.1 WeChat Helsinki mini program 156 Chapter 7 Madrid The Kingdom of Spain 179 5.4 Helsinki’s sustainability policies and action plans 157 7.1 Introduction: Basic Facts and Tourism 180

Chapter 6 Kunming China 161 7.1.1 Transport and connectivity infrastructure 180 7.1.2 Hotel Occupancy 181 6.1 Challenges Facing Kunming’s Tourism Industry 163 7.1.3 Visitors 181 6.1.1 Traditional resources are to be upgraded and innovative 7.1.4 Source Market 182 incremental resources are underdeveloped 163 7.2 Destination Management / Marketing Structure  183 6.1.2 It is difficult to optimize the tourism market’s order 7.3 Perspectives For Smart Tourism 183 governance and tourism’s economic structural transformation 163 7.4 VUELVE A MADRID (COME BACK TO MADRID): A Success 6.2 Construction Aspects of Kunming’s“Tour around Yunnan with Story as a Smart Initiative 184

Just a Mobile Phone” Project 164 7.4.1 Mission 184 6.2.1 Overview of the“Tour around Yunnan with Just a 7.4.2 Vision 184 Mobile Phone” 165 7.4.3 Objectives 184 6.2.2 Construction content of Kunming’s“Tour around Yunnan 7.4.4 Main Innovative Features 185 with Just a Mobile Phone” project 167 7.4.5 Beneficiary 186 6.2.3 Construction results of Kunming’s“Tour around Yunnan with 7.4.6 Impact and Expected Outcome: (Source: Madrid Just a Mobile Phone” project 174 Destino, May 2019 ) 187

6.3 Experience learned from Kunming’s“Tour around Yunnan with 7.5 Observations 188 Just a Mobile Phone” project 174 7.5.1 Opportunities 188 7.5.2 Challenges 189 2.5 Results and Findings based on the study 213

Chapter 8 Marrakech Morocco 191 3. Brief Introduction of Other Projects related to Tourism and Cities 214

3.1 Urban Lens 214 8.1 Introduction 192 3.2 Friendly Cities 216 8.1.1 Marrakech Action Plan for 2017-2022 192 3.3 Indistinct Cities 216 8.1.2 Marrakech Tourism 193 3.4 Roboat 217

8.2 Sustainable Tourism in Marr­akech 194 Reference 218 8.2.1 National strategy of Morocco for sustainable tourism 195 8.2.2 Sustainable tourism in Marrakech 195

8.3 Smart Solutions for Sust­ainable Marrakech 198

8.3.1 National digital and smart stra­tegies 198 8.3.2 Smart Tourism Vision of Marr­akech 201

8.4 Marrakech, a City of Perm­anent Renewal 203

8.4.1 Transportation and mobility  205 8.4.2 Accommodations  206

Special Report 209

MIT Senseable City Lab and its Study in Smart city and tourism 210

1. MIT Senseable City Lab 210

1.1 Vision 210 1.2 Expertise 210 1.3 Senseable by Numbers 211

2. Showcase: Louvre people-tracking Project (In Brief) 211

2.1 Introduction and Background 211 2.2 Strategies to collect empirical visitor data 212 2.3 Data Collection Settings 212 2.4 Collected Data and Measures 213 Acknowledgements

The WTCF Global Report on Smart Tourism collaborated in the project: the Beijing (Beijing report), Prof. Salvador Anton Clave Madrid, Marrakech, Milan, Moscow, Cities is a research project conducted Municipal Culture and Tourism Bureau、 (Buenos Aires report)、Dr. Yuyan LUO Nairobi, Nicosia, Nur-Sultan, Ottawa, by the World Tourism Cities Federation Turismo de la Ciudad Autónoma de Buenos (Chengdu report)、Ms. Kumud Sengupta Penang, Petra, Riga, Seville, Turin, Varna, (WTCF). This project was coordinated by Aires、Chengdu Municipal Bureau of (Helsinki report)、Ms. Esencan Terzibasoglu Vienna,Wellington,Yerevan and Zurich. Ms. Huiying ZHANG, Senior Manager of Culture, Broadcast-TV and Tourism、City (Madrid report)、Dr. Catherine Germier the WTCF and a Member of the Advisory of Helsinki、Madrid Destino、Conseil (Marrakesh report)、Mr. Hui SUN, Ms. Cui Last but not least, our thanks to Mr. Board of the United Nation’s World Régional du Tourisme - Marakech、 HUANG and Ms. Hao WANG (Tencent Sascha Stange of the World Tourism Cities Tourism Organization (UNWTO.QUEST). Kunming Municipal Culture and Tourism report)、Ms. Ying ZHU and Mr. Lin HUANG Federation for his work and assistance. Ms. Esencan TERZIBASOGLU, Special Bureau、Tencent Culture and Tourism、 ( Ctrip report) and Dr. Umberto Fugiglando Advisor to the Secretary General of the Yunnan Tengyun Information Co., Ltd、 and Ms. Huiying ZHANG (MIT Senseable WTCF and the former UNWTO Director Guiyang Municipal Culture and Tourism City Lab). for Destination Management and Quality, Bureau、Ctrip Cultural Tourism Academy、 and Prof. Yunpeng LI, Specially Appointed MIT Senseable City Lab、Utour Group Co., In addition, we would like to express our Expert to the WTCF and a Professor at Ltd. and Beijing Caissa International Travel sincere thanks to the 37 member cities the Capital University of Economics and Service Co., Ltd.°. who have contributed their practices and Business, were the chief experts involved answered the survey questionnaires, they who provided their expert guidance and WTCF would also like to express our sincere are: Barcelona, Belgrade, Belo Horizonte, instructions as to the contents of this report. thanks to the experts who contributed to Berlin, Bogota, Brussels, Budapest, the research: Prof. Yunpeng LI (Evaluation Buenos Aires, Cape Town, Cumana, The WTCF wishes to express its utmost Report), Dr. Liu LIU (Questionnaire Survey), Dresden, Florence, Hague, Hamburg, appreciation to all tourism entities who Mr. Xianjin ZENG and Mr. Shenguo LI Helsinki, Irkutsk, Lima, London, Macao,

10 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 11 The World Tourism Cities Federation (WTCF) is the world’s first city-based international tourism organization. Our core concept is Better City Life through Tourism, and we are committed to promoting cooperation and exchanges among the world’s tourism cities. We have 218 members in 74 countries and regions, covering the entire global tourism industry chain. The WTCF calls on the world’s tourism cities to fully implement technology supporting further development of tourism cities. Our goals Preface are to improve the level of tourism cities’ services, management, and marketing. We aim to speed up the construction of globally Smart tourism is a new practice contributing explorations of two institutional members: influential smart tourism cities, and to to the development of tourism throughout Ctrip and Tencent in helping cities develop deliver high quality and convenient tourism the world’s cities. The main purpose of smart tourism. The report concludes by products and services to the world. studying these world smart cities is to introducing MIT’s Sensible City Lab’s summarize their successful development success in providing technical support for We welcome experts and scholars of smart tourism. It involves analysis of the smart city development through their top interested in the development of world major issues concerning the development engineering and mathematical models. smart tourism cities to participate in the of world smart tourism cities, and its aim study by offering their valuable opinions. is to promote the healthy development of The Global Report on Smart Tourism in world tourism cities, as well as to inject new Cities evaluates its members’ level of vitality into the sustainable development of smart tourism development through a Secretary General of the World Tourism world tourism. questionnaire, and analyzes how smart Cities Federation tourism cities use advanced technologies The Global Report on Smart Tourism to improve their level of smart tourism in Cities summarizes the smart tourism development. This is all done to help construction experiences of six members: enlighten tourism cities about how to Beijing, Chengdu, Madrid, Helsinki, Buenos construct better smart cities based on their Aires and Marrakech. It also includes the characteristics through case sharing.

12 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 13 Executive

Summary Caminito

Smart Tourism has gained substantial living and smart governance. Many them. Smart destinations obviously take made significant efforts to capture this momentum in urban development policies cities in the world are becoming smarter advantage of digital technology and market to be more competitive for Chinese and strategies for more than a decade by addressing the need to enhance the related devices as well as the engaged visitors. Due to China’s fast-growing digital through innovation, digital transformation “liveability” and “productivity” of their stakeholders who provide and share culture and the wide use of digital media and shared knowledge, creating a better citizens through remarkable efforts in knowledge and information all through the for communication and interaction in China, experience for city residents and tourists improving mobility, connectivity, health destination value chain. millions of Chinese travellers have their alike. care and public safety. Smartness is a specific perspectives and expectations new paradigm which involves a wider It is quite evident that research is essential about smart tourism and smart city By adopting smart initiatives in their tourism stakeholder engagement, collecting and to further explore the real scope of smart destinations. Hence the opinions of strategies, city destinations can build a processing relevant data and use of tourism in cities to clearly understand Chinese tourists (domestic and outbound) competitive, sustainable and inclusive cutting-edge technologies. how this experience is co-created and can provide an integrated framework of tourism industry that contributes greatly to determine what are the prerequisites and information and recommendations that can the wellbeing of the local community. As regards a clear understanding of “smart necessary conditions for this technology- serve as a valuable source of strategic tourism”, smart destinations generally enhanced experience. knowledge for city destination managers. In general terms, Smart Cities are those have the above-mentioned characteristics. which have developed smart (intelligent) Nevertheless, they have also developed It has been globally recognized that As the first international tourism organization physical, social, institutional and economic strategies to enhance tourism competi- China’s fast-growing outbound tourism and the global platform for exchange infrastructure while ensuring the centrality of tiveness by deploying their natural and market has been changing in terms of of experience and expertise focusing their residents in a sustainable environment. cultural resources in a sustainable manner, consumption patterns and selection of only city destinations, the WTCF has Smart Cities may refer to smart economy, creating innovative products for visitors, destinations, as well as in its products and been addressing “smart tourism” as smart mobility, smart environment, smart hence creating a unique experience for experiences. Many city destinations have an opportunity for its members to

14 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 15 deliver innovative approaches and 2) Smart solutions for sustainable cities visitor’s digital footprints can be traced air quality, water quality, noise, solar technology solutions for enhancing their (environmental, cultural and economic to better identify customer patterns, radiation, seismic risks, etc. competitiveness, sustainability, branding sustainability) needs and behaviour. Cities also use and positioning within its overall vision of other sources for market intelligence, The tourism industry, especially the “Better City Life through Tourism”. 3) Smart tourism tools and some have adopted data driven accommodation sectors in cities have customer management. adopted and continuously improved WTCF 2019 REPORT ON SMART TOURISM 4) New business models and innovative the free WI FI connection for their IN CITIES has been conducted by collecting mechanisms In general terms, sustainability measures customers. Nowadays, free WI FI is not quantitative and qualitative data, based on which affect tourism management in only available in hotels and restaurants, the identified key performance areas, from the I. Collecting quantitative and qualitative cities are incorporated in the municipal but likewise, many cities offer internet member cities which voluntarily participated data at city level: strategic planning process, and many access in public space like parks, in the research as well as from a few private cities have either launched or included shopping malls, airports and other institutions and companies related to the topic Based on the KPAs, a survey has sustainability projects in their urban transport terminals. and/or to the Chinese tourism market. been conducted to obtain qualitative development plans related to biodiversity information from the WTCF member management, waste management, The new age of information technologies The results of the study not only can help the cities on the level and scope of smart fresh water management, renewable has opened a new path for the tourism cities elaborate relevant assessment criteria/ initiatives directly and/or indirectly energy, soft/smart inter-urban transport, sector through which mobile hardware, indicators under the defined KPAs but also related to tourism. 36 cities representing and public transport accessible to software and networks facilitate provide them with basic guidelines to identify Africa, Americas, Asia Pacific and people with disabilities. In many cities interaction among visitors, stakeholders, the areas where to improve, set performance Europe responded to the survey the tourism sector is engaged in this tourism products and services on benchmarks and make their destinations questionnaire and briefly explained process. Some cities continuously the spot. These smart tourism tools smarter, more sustainable, competitive and the already launched and/or on-going improve the visitor experience through have become key instruments to liveable for both visitors and citizens. projects/initiatives as regards “smart innovative tourism products. Crowd provide real time information and tourism” in their cities. management has been a serious issue personalized access to products Methodology and key findings: for several cities and digital technology and services at destinations, such as Given the importance of market intelli- is being effectively used to monitor and bookings, ticketing, interactive maps, The WTCF has identified the following four gence many leading cities have minimize the negative impact of this audio guidance, translation, cashless Key Performance Areas (KPAs) on which established a solid institutional structure phenomenon on residents and visitors. payment, use of local amenities and the assessment of the scope of smart to create strategic information and This also applies to traffic management, other niche applications. Virtual Reality tourism initiatives in participating cities are knowledge for tourism development and especially to vehicle parking. (VR) devices, Near Field Communication based. The success stories from several and management, and in the meantime, Many cities have already embarked (NFC) devices have been put into place cities are also presented by taking into assess customer behaviour for a high- on new technologies to measure and at many leading city destinations. consideration the following classification: quality visitor experience. Tools such monitor environmental impact. It is now as Big Data and Open Data form the possible to measure the “tourism carbon To make the new technology tools user- 1) Data collecting, data analysis, smart skeleton of Smart Tourism, and thanks footprint” through an indicator system friendly and efficient, it is quite important applications for research to these cutting-edge technologies, a along with other measurement tools for to increasingly engage the public and

16 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 17 private tourism stakeholders about market together with their consumption realized field visits and interviewed the of life of its residents while maintaining these digital platforms. Many cities patterns (especially their digital culture) main stakeholders on the spot to obtain its tourism competitiveness and the are putting a lot of effort into the digital and launched initiatives to bring reliable data and hence evaluated conservation of its natural, cultural, and transformation of the entire tourism value Chinese customers to their destination. the findings that have provided useful historical environment. Buenos Aires has chain. We Chat, Alipay, Weibo, and UnionPay insights about good practices. The put in place a very effective “Tourism can all be used by Chinese visitors in successful case highlights are as Intelligence System” which aims at The survey has also addressed that many cities who joined the survey. Ctrip follows: generating strategic information about new business models and innovative along with other companies effectively the current and potential customers mechanisms directly or indirectly related collaborate with the city destinations to Beijing (China): (visitors) and guiding the public and to tourism and with digital public content, offer a unique experience for Chinese private tourism stakeholders in their have been launched at the municipal customers. Many cities have already Beijing defines its core theme of smart decision making. This scheme helps level in the areas of information, launched their own tourism websites in tourism development as “innovation”, to strengthen tourism governance as transport, climate, safety and security, Chinese. sharing” and “quality”. Smart tourism well as the city’s competitiveness and public health, etc. Likewise, a wide array has been a policy priority at the urban positioning. of digital platforms enable businesses The survey also obtained information destination level and the municipal to have direct access to the market, about safety and security as well as government has launched a series of Chengdu (China): hence vastly expanding their customers’ health insurance conditions for visitors. development and action plans beginning choices. This phenomenon has created The results have shown that the issue in 2012 by focusing on the use of AI Chengdu is making significant a powerful and dynamic ecosystem in of “tourist health insurance” has not (Artificial Intelligence), Big Data, and efforts to reinforce its brand with which service providers and customers been adequately mainstreamed by most cloud computing. Likewise, shared inter- new developments for a “smart city”. directly interact in commercial terms, of the cities and might perhaps be a urban vehicles, 5G technology, virtual Tourism also benefits from those and in the meantime the related policy concern of the central/regional reality, and augmented reality are the projects which target the broad use industries can re-shape their business governments. new innovative instruments related to of digital technologies such as IoT models and invest in innovation. In tourism. (Internet of Things), cloud computing, many of the WTCF member cities, quite 2. Showcasing success stories: AI (Artificial Intelligence) and Big Data. a variety of social media platforms Buenos Aires (Argentina): Chengdu increasingly facilitates smart and other commercial applications Six WTCF member cities, (Beijing, applications so that its visitors enjoy a are operational regarding information, Buenos Aires, Chengdu, Helsinki, The city of Buenos Aires has laun­ high quality and unique experience. bookings, transport services, food Madrid and Marrakesh) representing ched several initiatives to develop A variety of smart devices have been delivery, car sharing, cashless payment, different geographical regions data collecting and data analysis introduced to be used in public places ticketing and city tours. worldwide, participated in the study by procedures, particularly for the areas for interactive tourist information, and showcasing their success stories on one of urban management, environmental likewise cashless payment schemes are In order to meet the needs and the or two of the above mentioned KPAs and management, and tourism management. highly developed. Tourism governance expectations of the fast-growing Chinese on how they apply “smart tourism” at The city attaches utmost importance to at the city level is in the process of being market, many of the participant cities their destinations. International experts sustainability issues and has developed digitalized. have analysed the particularities of this assigned by the WTCF Secretariat smart strategies to improve the quality

18 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 19 Helsinki (Finland): sustainability. Within this context, the sector. The central government fully tourists and analyses their experiences tourism sector has also benefitted from supports the strategies, action plans and and perspectives as consumers. Data is The Helsinki City Strategy has identified those initiatives and has introduced projects put into place by the municipal collected from different tourism operators “digitalization” as one of its development smart tools, digital platforms and government, such as “green key label”, such as Ctrip, U-tour and Caissa and is and management priorities within the new business models to improve the water management, environmentally based on the surveys conducted among context of the city vision for 2017-2021. quality of visitors’ experience as well friendly urban transport (e.g. Medina their customers. The results clearly To provide access to regional information as to better perform in a competitive Bike), and renewable energy. Marrakesh indicate that Chinese customers have at the city of Helsinki successfully set environment. Some of the operational has also witnessed a significant digital least baseline expectations with respect up the Open Data ecosystem, which smart initiatives coordinated by the transformation, especially in public to the availability of smart devices and has enabled transparency in public “tourism intelligence centre” involves the services such as telecommunications, smart applications for tourist information, administration and created new digital use of Big Data, real time data, social due to the launch of a wide network e-guide, ticketing, mobile payment practices for new product designers. networks, electronic booking records of corresponding infrastructure. The (especially Alipay and WeChat) and wi- My Helsinki Open API is an excellent and open data, all contributing to market tourism sector has obviously benefitted fi coverage at the destinations they visit. example of a smart tourism initiative intelligence. Additionally, Madrid has from the digital eco system, and a lot of The needs, expectations and level of within this context which provides introduced sustainability measures at digital platforms and new technology satisfaction largely vary depending on comprehensive information about the the municipal level such as soft inter- tools have been integrated in the the visited destination (i.e. domestic or attractions and activities around the urban transport, accessible transport (for destination management process international) and type of travelling (i.e. city. MyHelsinki.fi website is based on people with specific requirements), bio- such as Open Data, e-invest platform, self-guided or organized/escorted tour). content and recommendations by locals diversity management, and congestion information platform (My Cop 22) and is also an efficient tool for reliable and management. The successful showcase Marrakesh Pass. The WTCF REPORT ON SMART genuine information about the city’s of Madrid in this report represents a TOURISM IN CITIES (2019) clearly attractions. Many other digital platforms smart marketing tool called “Vuelve a Along with the above showcased shows that the principles of “smart have been introduced to enhance Madrid/ Come Back to Madrid which is cities, a few companies/institutions tourism” lie in enhancing tourism visitors’ experience at destinations. the first loyalty program for a destination. also collaborated with the study and experiences, improving the efficiency Helsinki is one of the leading cities which The initiative is based on a public/private presented their findings on “smart of resource management, maximizing has set forth substantial long-term goals partnership model and is pro-active with tourism” like MIT-Sensible City Lab tourism competitiveness and ensuring regarding sustainability at the city level. the customer/visitor through a digital (USA), Ctrip (case study for Guiyang, benefits for the whole society. platform. China) and Tencent, (case study for the Madrid (Spain): city of Kunming, China). Marrakesh (Morocco): In recent years, Madrid has adopted 3. Collecting data and information smart initiatives by addressing the Marrakesh is quite keen on converting from Chinese customers: need for enhancing the liveability and the city into a “smart tourism productivity of its citizens through destination”. Sustainability is one of the This section of the report evaluates substantial efforts in achieving key priorities of the local authorities as the level of “smart tourism” in cities (in better connectivity, mobility and well as representatives of the tourism China and abroad) visited by Chinese

20 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 21 respondents, 50% have a monthly income 2. Madrid of more than 10,000 yuan, 50% are aged 35~44 and 70% have a bachelor’s degree, Among the tourists to Madrid surveyed, and the average length of stay is 3.5 days 50% traveled in tour groups and 50% in (see Figure 1). self-guided tours (absolute proportion of 20% in the respondents respectively). 1. Marrakech Madrid is a mature tourist destination for Evaluation Chinese tourists. The tourists surveyed Marrakech is a strange city to many who have visited Madrid are of all ages Report on Chinese tourists, so the tourists surveyed and educational levels. Self-guided tourists traveled in tour groups and stayed for an account for a relatively large proportion. Smart Tourism average of 3 days. The city mainly attracts The average length of stay is 4.08 days (see in Cities the youngest group of tourists (25~34 Figure 3). years old; absolute proportion of 3.33%) with a relatively low income (5001~8000 3. Helsinki An important dimension for measuring the tourism enterprises through outbound tour yuan/month). The survey results show development level of smart tourism in cities leaders from May 29 to June 11, 2019. The that Marrakech as an emerging tourist Helsinki has the highest proportion of is the subjective evaluation of its users. purpose is to investigate the evaluation destination has a strong appeal to young self-guided tours (13.33%). The monthly The purpose of this report is to investigate of Chinese tourists on the development tourists (see Figure 2). income of 1,001 to 20,000 yuan accounts tourists’ evaluations of the level of smart of smart tourism in five overseas cities. for 71.43%. All age groups are present and tourism in the cities they have visited from Both parts of the survey are supported by the perspective of users (demanders) of wenjuan.com. urban smart tourism. This tourist demand Figure 1 Profile of Respondents survey is divided into two parts. Some of Chinese tourists’ evaluations the questionnaires were distributed through of the development of smart WeChat Moments on March 30, 2019 and tourism in overseas cities were collected on the same day; these questionnaires were used to collect the The data in this part are from the tourist comments and suggestions of mainland questionnaire survey. Chinese tourists on smart tourism in Chinese cities; most of the cities selected Analysis of characteristic data in are members of the World Tourism Cities tourist demography Federation, and a few are leading cities of smart tourism in China. The remaining According to the results of the questionnaire questionnaires were distributed to tourists survey, 60% of the respondents are by Ctrip, U-tour, Caissa and other outbound traveling in tour groups. Among the

22 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 23 Figure 2 Profile of Respondents (Marrakech) Figure 4 Profile of Respondents (Helsinki)

for 2/3 of all respondents, indicating that 5. Wellington Buenos Aires, as a long-distance tourism Figure 3 Profile of Respondents (Madrid) destination, appeals more to high-income Wellington is a destination for long-distance groups. These people mainly have a tourism. According to the survey, escorted bachelor’s degree, are aged 35~44, and tours have become the main choice of spend an average of 2.67 days in Buenos tourists. Respondents mainly have a Aires (see Figure 5). monthly income of more than 10,000 yuan (absolute proportion of 71.43%), a bachelor’s degree (absolute proportion of 13.33%), and are aged 35~44 (absolute

Figure 5 Profile of Respondents (Buenos Aires)

the highest proportion is 35~44 years old tourists (see Figure 4). (10%). The proportion of bachelor’s degree is the highest (13.33%). At present, the 4. Buenos Aires specific reason is unclear, but a possible explanation is that Tencent has developed Among the respondents who traveled APPs for Chinese tourists in Helsinki which to Buenos Aires, those with a monthly makes travel easier for self-guided Chinese income of more than 20,000 yuan account

24 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 25 Figure 6 Profile of Respondents (Wellington) Figure 7 Analysis of Self-guided Tour and Escorted Tour Data

proportion of 13.33% absolutely). The tourists in VR/AR experience (5:3) and average length of stay is 3.29 days (see touch screen in scenic areas (5:3.5). Figure 6). In terms of network service, self-guided Comparative analysis of escorted tour tourists and escorted tourists give a similar and self-guided tour data rating of 4.5 points.

1. Comparison between escorted tours and In terms of smart services at museums self-guided tours (see Figure 7) and cultural centers, self-guided tourists’ evaluations of most options is higher than Self-guided tourists rate tourism elements (including VR experience and QR code) or and transportation services higher than equal to (including digital collections and escorted tourists, which is consistent with electronic tickets) that of escorted tourists. the characteristics of outbound tourism But in terms of e-guide and touch screens, where the proportion of self-guided tours the rating of escorted tourists is higher than increases year by year. It also indicates that that of self-guided tourists, being 4.57:4.14 group tour services need to be optimized and 4.5:4.0 respectively. and improved. 2. Analysis of self-guided tour data (see Self-guided tourists have a higher Figure 8) evaluation of the smart services of tourist attractions than escorted tourists. This is According to self-guided tour data, especially evident for self-guided tourists, 43.48% of the respondents pay by bank who rate much higher than escorted card, which is quite different from the

26 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 27 Figure 8 Analysis of Self-guided Tour Data domestic situation; this is mainly due to medium rating. the low popularity of Alipay and WeChat Pay in overseas cities (except Helsinki). The three information dimensions (richness, Respondents chiefly book tickets for tourist truth/accuracy, and convenience) of the attractions (accounting for 24.39%) on online reservation platform are rated online platforms, with lower proportions between 4.4 and 4.6, which are not too of shopping and local event reservations high. Reservation service is rated between (4.88% respectively). The three dimensions 4.38 and 4.63. The respondents use urban (accuracy, richness and convenience) of reservation platforms (52.94%) more than traffic information service are all highly service providers (47.06%). rated (averaging about 4.5). 3. Analysis of escorted tour data (Figure 9) In terms of information inquiry modes, telephone counseling receives the highest Most reservations and arrangements for rating but is less frequently used (4.76%), escorted tours are made by travel agencies, map service has low ratings (4.25, 4.38, and tourists themselves only use a city’s and 4.50) but is frequently used (38.10%), smart services in certain circumstances. and the official websites of cities have a Therefore, this portion of the questionnaire

Figure 9 Analysis of escorted tour data

28 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 29 is different from that of the self-guided tour survey and the reservation data on ctrip.com. Figure 11 Impression of Urban Transportation section. The results of the survey show that the respondents are relatively satisfied with Overview of the survey the information services provided by the third-party platforms (5.0), but they rate the 70.42% of the tourists surveyed are not official information relatively low (4.82 and engaged in work related to smart tourism 4.4). This indicates that escorted tourists (tourism, cloud computing, AI, mobile require less depth information, so the communications, etc.). Among the 16 cities destination’s depth information is not really covered, Beijing, Hangzhou, Chengdu, applicable to escorted tourists. However, Xiamen and Guangzhou are the top tourists are still highly dependent on the five smart tourism cities in the minds of official channels of the destination (65.93% respondents (see Figure 10). and 18.68%). The respondents are highly satisfied with food information (30.61%), In regards to respondents’ impressions of while they are least satisfied with the the transportation services in the selected shopping information (18.37%). cities, multiple response analysis shows that “convenient public transportation such Chinese tourists’ evaluations as buses and subways” accounts for the of domestic cities largest proportion (23.70%), followed by “accurate, efficient and convenient traffic This data is from the tourist questionnaire information inquiry at tourist attractions”,

Figure 10 Ranking of Smart Tourism Cities Figure 12 Information and Help Provided for Tourists by Cities

30 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 31 accounting for 18.3%, and “accurate, focus of the services provided by online Figure 14 Smart Tourism Services in Cities efficient and convenient operation of reservation platforms (see Figure 13). urban traffic information inquiry system”, accounting for 18.1% (see Figure 11). During the tour of tourist attractions in cities, tourists have experienced such In terms of effective help for tourists smart tourism services as mobile payment, (food, travel and shopping and navigation electronic tickets, Wi-Fi coverage at tourist guides), tourism WeChat official accounts attractions, and electronic guide maps. and APPs provide effective help for tourists But the proportion of tourists who have (such as information about food, travel tried online souvenir ordering and VR/AR and shopping and navigation), followed experience is relatively low. It reflects the by traffic information service systems and development status of smart tourism at smart tourism APPs (see Figure 12). current tourist attractions (see Figure 14).

The respondents mainly book hotels, Thirty cities were selected as the control construction results mainly for the following spot services. See Table 1 for the evaluation scenic spot tickets, tourist transportation group in the questionnaire survey. In terms reasons: subway and bus inquiry system, dimensions for other cities. and catering services through online of the mentioned cities and frequency, real-time heat map of tourist attractions, reservation platforms. The proportion of tour the top three are Shanghai (17 people), user-friendly QR codes, transportation, Comparative analysis of city groups guide service and local event reservation Xi’an (8 people) and Suzhou (4 people). intelligent transportation, accommodation is relatively low, which may be related to The respondents believe that Shanghai reservation, cashless payment, online Tourists most recognize the level of smart the demand of tourists and the operation has the best experience in smart tourism booking, many high-tech applications, tourism in Beijing, Hangzhou and Chengdu mobile payment, and provisions for in the first control group, accounting information and traffic accessibility at for 44.37%, 19.72% and 8.45% of the Figure 13 Reservations on Online Platforms tourist attractions. It’s believed that the respondents respectively. VR experience, main reasons for the good experience Wi-Fi___33 coverage, e-guides, electronic of smart tourism construction results in tickets, touch screens at tourist attractions, Xi’an are as follows: museum audio guide, mobile payment and audio guides are audio guide reservation, excellent online the most impressive experience items marketing, protection of historical relics and for tourists. In the second control group, intelligent transportation. The main reasons Shanghai enjoys the highest recognition for the better experience of smart tourism in terms of museum audio guides, tour construction results in Suzhou are as guides, transportation services, subway follows: smart tourism APP, combination of and bus inquiry, e-guide, etc. (see cultural history and the natural environment, Figure 15). transportation, tourist facilities and scenic

32 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 33 Table 1 Features of Smart Tourism Construction in Cities Analysis of questionnaire survey account for 83.09%, and tourists booking Changzhou Convenient information and high degree of intelligence results for two case cities 4- to 5-star hotels account for 78.17%; spending on train tickets, hotels and air Nanjing Convenient transportation and detailed guide maps at tourist attractions 1. Beijing tickets account for 50.62%, 24.63% and Lijiang Promotion of traditional culture and application of modern information technology 19.1% respectively. In terms of per capita Guilin Intelligent identification of the Internet of Things Tourists are deeply impressed by the consumption, tourists from Guangdong smart tourism services such as mobile rank first at 1208.07 yuan; Beijing natives Convenient and fast transportation; considerate online reservation service for Shenzhen payment, electronic tickets, e-guides, Wi-Fi and the tourists from Shanghai and accommodations coverage, audio guides and touch screens Zhejiang have a per capita consumption Hong Kong QR codes at bus stops for real-time inquiry of arrival time and other information at tourist attractions, reflecting Beijing’s of more than 900 yuan (934.38, 926.71 Sanya Convenient transportation and proper market regulation achievements in the implementation of the and 905.33 yuan respectively). The most

Yunnan Travel APPs can integrate most tourism resources and products into one platform. four standards for smart tourism set forth popular tourist attraction is the Forbidden in 2011. Tourists are not much impressed City (61.85%) and the most popular tourist There’s a special way to buy tickets in Dunhuang. Tourists can acquire tickets for the day by the intelligent parking system and VR area is Chaoyang (28.84%). when they arrive at the Dunhuang area (within 30 kilometers around the Mogao Grottoes). Dunhuang experience at tourist attractions. Booking Tickets for the Mogao Grottoes are limited. If tourists don’t book online in advance, the only tickets and hotel reservations, and In terms of help for tourists from information way is to get tickets around the tourist attractions. And they are not necessarily available. catering, tourism, transportation, culture platforms, WeChat official accounts, and art performance booking services on transportation service, Weibo, WeChat and online reservation platforms are all highly official information websites provide nearly Figure 15 Comparison of smart tourism between two city groups rated, which indicates that Beijing, an flawless information about food, housing, ancient capital of historical and cultural transportation and shopping. Urban significance, has been relatively mature transportation service generally receives in the reservation of travel-related basic high ratings, while traffic jams and non- services. In addition to the government mainstream transportation service receives information platform, there are many low ratings. services provided by large enterprises, such as Ctrip, Qunar, Meituan, piaowutong. 2. Chengdu com, etc. Mobile payment and electronic ticket According to Ctrip’s data for the first quarter, booking in Chengdu are the best the post-70s and post-80s generations experience items for tourists, followed by are the main tourists to Beijing (together e-guide and WiFi coverage. Touch screens accounting for 68%); escorted tours at tourist attractions account for 7.5%. account for 63.85%; the main modes of Audio guide and online shopping account travel are aircraft (27.15%) and high-speed for 5% respectively. VR experience and trains (30.56); tourists staying for 1~3 days intelligent parking account for 2.5%. Tourist

34 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 35 Figure 16 Evaluation on the Development of Smart Tourism in Beijing 43%, followed by tourists from Beijing, Shanghai, Guangdong, Jiangsu, Liaoning, Guangdong and Shanghai. Self-guided Zhejiang and Shandong have a per capita tours account for 47.48%; tourists staying consumption of more than 800 yuan. for 1~3 days account for 86.33%, and The most popular tourist attractions are tourists booking 4- to 5-star hotels account Xiling Snow Mountain (37.71%), Chengdu for 90.74%; spending on train tickets, Research Base of Giant Panda Breeding hotels and air tickets rank among the top (21.11%) and Chunxi Road (17.42%). The three, accounting for 48.64%, 26.03% most popular route is from Chengdu to and 14.05% respectively. Tourists from Mount Emei/Leshan (see Figure 17).

Figure 17 Evaluation on the Development of Smart Tourism in Chengdu

attraction tickets, hotels and transportation attractions and railway traffic information are the top three items on online tourism inquiry rank first; flight on-schedule rate platforms, followed by catering and and urban traffic information inquiry rank performance tickets, and finally local events second; consumption information of tourist and tour guides, accounting for 2.94% attractions and travel reservations account respectively. for 3.45% respectively, ranking third.

With respect to the impression of urban According to Ctrip’s data for the first transportation, subway and bus information quarter, tourists to Chengdu mainly come inquiry, internal transportation at tourist from Sichuan Province, accounting for

36 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 37 3 African cities: Marrakech (Morocco), apps), Helsinki (Google analytics, surveys), Cape Town (South Africa) and Nairobi Nairobi (tourist information centers, city (Kenya). website, apps, social media), Cape Town (tourist information centers, attractions, 1 city from Oceania: Wellington (New airports, hotels and various reports), Milan Zealand). (the Region is entrusted with collecting official tourism data while the Police, the City More than half of the participated cities city information call center and others (24) have established institutes for a sources are used), Ottawa (accommodation Questionnaire tourism intelligence system (Q1.1): occupancy, card expenditure and retail data, arrivals information, social media and Analysis Some city governments that have organized traffic flow data), Nur-Sultan (Committee of Results institutes include Belgrade (Belgrade Statistics), Berlin (data from state offices, City Statistics Bureau), Barcelona (The visitor counts, app CMS and mobile). Observatory of Tourism; The department To better understand the smart tourism (Bulgaria), Helsinki (Finland), Budapest of Opinion Surveys at Barcelona City Data collected have been used for: tourism, construction process in cities all over the (Hungary), Dresden (Germany), Hamburg Council), Seville (Smart City Project of traffic management, event management, world, this quantitative as well as qualitative (Germany), Berlin (Germany), Moscow the Seville City Council), Budapest (the accessibility as well as mobility, security question survey (see the full survey in the (Russia), Irkutsk (Russia), Florence (Italy), Hungarian National Tourism Agency), (Seville); guest arrivals and guest nights appendix) has been sent to WTCF member Turin (Italy), Milan (Italy), London (England), Moscow (The IT department of Moscow (Budapest); crowd management (Florence); cities. The following analysis is carried Nicosia (Cyprus) Hague (Netherlands), Government), Cumana (The Municipal strategic planning (Cape Town); attraction out according to the 37 questionnaire Yerevan (Armenia), Nur-Sultan (Kazakhstan) Institute of Statistics), Buenos Aires (Tourism revenue evaluation, tourists analysis and responses which demonstrate outstanding and one additional city that would like to Observatory which includes a Tourism customization, flight and hotel reservation smart tourism practices globally. As the participate anonymously. Intelligence System), Bogota (Touristic management, crowd management analysis results are strictly based on the Observatory), Belo Horizonte (Touristic (Buenos Aires); marketplace condition questionnaire answers, they may not be 3 Asian cities including: Penang (Malaysia), Observatory as well as city website and analysis (Bogota); tourist profile analysis, representative of all WTFC member cities. Petra (Jordan) and Macao (China). apps), Madrid (Tourism Intelligence Centre), strategic planning (Belo Horizonte), guide Hague (National Data Bureau), and Macao their national and international strategies 37 cities participated in this survey 5 cities located in South America: Lima (Tourism Information Interchange Platform). (Madrid), provide data support for planning including: (Peru), Bogota (Colombia), Buenos Aires and development (Macao). (Argentina), Belo Horizonte (Brazil) and Other cities use multiple sources to collect 24 European cities including: Zurich Cumana (Venezuela). tourism data including Brussels (city In terms of the market intelligence tools (Switzerland), Riga (Latvia), Belgrade website, social networks, museums and used by cities (Q1.2): (Serbia), Barcelona (Spain), Seville (Spain), 1 city from North America: Ottawa attractions, guides, tourist information Madrid (Spain), Brussels (Belgium), Varna (Canada). centers, Economics Ministry, etc.), Varna 19 cities have used big data, including (tourist information centers, city website, Zurich, Riga, Barcelona (tourist

38 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 39 characterization and profiles), Seville and postal codes), Wellington (co-operative (use machine-learning algorithms to tools, including Brussels (interactive (specialized software and standardized group between the City Council, Hospital, understand the mobility patterns of tourists, barometers for all the results), Dresden methodology from Seville City Council, Ambulance Service, Police and social/ identify the different types of tourists (monthly tourism development reports; data collected including traffic, lighting health agencies). and marketing), London, Penang (basic individual market research projects), and parks), Brussels, Varna, Budapest market insights), Nicosia (visitor amount Moscow (Sociological surveys), London, (visitor surveys, Budapest Card users 20 cities used open data, including Riga, and purposes gathered from surveys), Cape Town (research reports), Bogota statistics, business analysis provided Belgrade, Barcelona (use the scores Nairobi (public tourism information, ), (the Touristic Observatory), Turin (Hotel to B2B sectors), Moscow, Florence, from online tourism platforms to evaluate Marrakech, Buenos Aires (data on market Observatory monitoring) and Berlin Yerevan, Buenos Aires, Belo Horizonte, reputation of accommodations, restaurants trends and visitors’ behavioral habits (interactive barometer, individual market Berlin (mobile data projects), Milan (social and attractions), Seville (panoramas impact tourism development positively research projects, trend reports quarterly networks, mobile phone providers, credit and mobile mapping software), Brussels by taking effective data drive decisions), and research projects). card operators), Hague, Macao (tourism (mobile phone data for influence of Bogota (fostering innovation and improving information interchange platform), Ottawa events), Moscow (cellphone based data the visitor experience in our destination), Overall summary of responses throug­ (transportation, accommodation, attractions for tourist flow management), Florence Belo Horizonte (surveys for carnival hout the questionnaire management, mobile technology resources, the Open Data Portal to public municipality The survey asks 14 quantitative questions that Figure 1 Summary of responses information), Irkutsk, Hague, Wellington utilize five-option Likert scales. Each question (use a Market View system to draw down measures one aspect of the smart tourism card expenditure data), Nur-Sultan (survey) construction. The respondents indicated and Zurich (data platforms concerning their city’s progress by choosing from 1 tourism as well as population, living and (almost undeveloped) to 5 (well developed). constructing, leisure, mobility, government, environment). Looking at the responses as a whole (Figure X), the smart tourism facilities with the 6 cities adopted data driven customer highest scores are tourism facilities with management, including Zurich, Seville, free WIFI connections, internet access and Nairobi (employing a customer centric public spaces with free WIFI connections. approach in the way business is The areas which are relatively undeveloped conducted), Cumana (data collected in the at the moment are water management, tourist capitation centers), Lima (develop renewable energy and technology tourism products and marketing strategies embedded environments. It should be based on the requirements of tourists), pointed out that due to the low number of Hague returned questionnaires, the outcome of the survey is not representative of all the WTCF 9 cities mentioned other market intelligence member cities.

40 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 41 Biodiversity management (Q2.1) Waste management in the tourism sector most of their tourism establishments have Cities that marked 5: Zurich, Helsinki, (Q2.2) access to fresh water but very few use re- Yerevan, Hague (4 in total) The average score is 3.722. cycled water. Cape Town’s households and The average score is 3.444. businesses have installed water saving Smart inter-urban transport facilities ­­­­Florence integrates sustainable deve­ devices. (Q2.5) lopment into world heritage conventions; Recycling is emphasized by many cities projects include Florence Greenway and including Zurich, Barcelona, Florence, Cities that marked 5: Zurich, Helsinki, The average score is 3.676. the River Arno and Climate Change. Nicosia, Ottawa,Nur-Sultan and Berlin. Yerevan, Hague (4 in total) Nairobi and Marrakech manage their Bikes are encouraged in many cities tourism sectors in a sustainable fashion. Budapest is rewarded in the green Renewable sources (Q2.4) including Zurich (e-bikes), Barcelona Cape Town established management hotel sector. London is working with the (e-bikes), Seville, Helsinki, Florence, plans for parks and reserves. Cumana hospitality industry and hosting events The average score is 3.139. London, Penang, Marrakech, Cape Town have recovery plans for their duck lagoon. associated with climate change. Penang (e-bikes), Cumana, Lima, Bogota, Belo Buenos Aires is implementing strategies practices waste segregation in its The Zurich Tourism office consumes 100% Horizonte and Nur-Sultan (e-bikes). Berlin to increase recycling capacity (through a shopping malls, hotels and households. renewable energy and the city allows offers bikes, e-bikes, car-sharing and comprehensive waste management policy), Nairobi’s central business district has organizations and households to choose e-scooters as public city service for charge. and to increase green infrastructure and been separating different types of waste the energy product on a voluntary basis. Budapest and Moscow have e-bikes, sustainable construction. Belo Horizonte and it has mostly been adopted by their Barcelona established a study about its e-rollers and e-buses. Nairobi developed is conducting a Strategic Environmental big tourism establishments. Cape Town Carbon Footprint. Moscow’s bike sharing pedestrian walkways to encourage cycling Assessment. In Ottawa, sustainability encourage tourism enterprises to achieve system is powered by solar energy and walking. Nairobi and Lima introduced measures have been incorporated into the Fair Trade Tourism certification. stations. Florence offers financial aid to periodical car free days. Buenos Aires the municipal strategic planning process. those enterprises who want to make their privileges the mobility of pedestrians, non- Wellington city supports attractions such Cities that marked 5: Zurich, Varna, offices more energy efficient. Several motorized modes and public transport, as the Eco sanctuary Zealandia as well as Hamburg, Florence, Madrid, Milan, Hague tourism businesses in Nicosia have applied over private vehicles. Milan has a very programs such as Predator Free Wellington, (7 in total) for financial support provided through the wide and successful bike-sharing and car Project Halo, Project Kiwi and community “Plan for renewable electricity production sharing system, in the meantime, some afforestation. Nur-Sultan established a Sustainable freshwater management for own consumption”. Petra, Cape Town of the cars are hybrid or electric. Ottawa “project office” aiming for joint collaboration (Q2.3) and Marrakech encourage solar energy. incorporates smart transport facilities and cooperation on different plans and Almost all tourism establishments in Nairobi including EV charging, bike shares and projects with the involvement of several The average score is 3.000. consume energy from renewable sources. rental, extra parking and ease of access state and non-state authorities. Wellington’s electricity is currently 85% for bikes. Wellington has a large system Many European cities are working to from renewable sources and the city has of walking and mountain biking tracks Cities that marked 5: Zurich, Seville, Petra, provide drinkable fountains at a city level, invested in Solar Virtual Powerplants, which contribute to the city’s high quality Buenos Aires, Belo Horizonte, Milan, Hague including Zurich, Barcelona, Florence, Milan neighborhood energy schemes and utilize of life and tourism offerings. Nicosia has (7 in total) and Budapest. Penang has a rainwater the city’s abundant wind resources. developed pedestrian walkways that harvesting system. Nairobi pointed out that give people the opportunity to have a

42 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 43 Gravityz, The habitat Penang Hill and Zurich has sensors for parking lots, Entopia. Cape Town targeted specific apps for parking lots, and one of the markets such as Khayelitsha (a township best public traffic systems worldwide in Cape Town) route development and the in terms of information and punctuality. Halal campaign, highlighting the destination Seville rotates car parks in the Blue Zone as a Muslim friendly city. Buenos Aires’ to avoid long parking times. Budapest’s InnovaTur BA project has benefited more Cities4People-Towards People Oriented than 1500 tourism organizations through Transport & Mobility project, is an urban different actions, offering spaces for the R&D project including a Mobility Point in transmission of knowledge and instances a junction on the Buda side, just like the of inspiration, participation, reflection and pedestrianization of the Danube River creation of networks for the co-creation embankment. Penang is at the initial stage Energetic Beijing and construction of continuous learning. in implementing CCTV to manage its traffic Belo Horizonte’s innovation projects include system. Nairobi has ongoing plans to more qualitative life by walking or cycling. has a dedicated transportation service ‘Pedaling through the Walls’, ‘Invisible install intelligent traffic system including Nicosia has a service of mini buses offered for those with disabilities and the regular Sights’, ‘Paths of Art and Mining history’, intelligent traffic lights, road markings free of charge that allows people to move transportation network has buses which ‘Mines Saws and Flavours’, ‘Mundo Gira and signage installed. Cape Town has around the city. also cater to those with disabilities. Giramundo’, ‘Tambor Mineiro - music parking sensors that track cars parked and rhythm’. Ottawa continues to strive in the CBD as well as traffic counters on Cities that marked 5: Seville, Budapest, Cities that marked 5: Riga, Barcelona, to facilitate innovative tourism products highways. Buenos Aires has a network for Hamburg, Moscow, Florence, Madrid, Seville, Helsinki, Dresden, Florence, and experiences that reflect the cities measuring urban mobility behavior: the Milan, Hague (8 in total) London, Penang, Belo Horizonte, Hague (10 sense of place through festivals, events, city’s sensors detect in real time the flow in total) conventions, conferences and local tourism of people and vehicles. This information Accessible public transport (Q2.6) enterprises. Nur-Sultan launched an is available and open to the public. Belo Strategic plan for innovative tourism innovation development and technology Horizonte operates a PPP (Public Private The average score is 3.811. products (Q2.7) office, Astana Innovations, which is Partnership) contract for Public Lighting, accountable to the Mayor’s office. which provides for the replacement of all Barcelona and Florence offer readily The average score is 3.600. 182 thousand points of light of the city by accessible buses, underground subways Cities that marked 5: Zurich, London, LED luminaires. The city of Ottawa has and trains. Budapest has accessible Florence launched Firenze card, Destination Penang, Ottawa (4 in total) tech embedded environments including buses, sidewalks, pedestrian crossings and Florence and Digital Fun (developers of parking sensors in major parking facilities public transport data. Moscow improved the Firenze Game app). London is a city Sensors for parking lots, traffic systems and traffic flow systems. Ottawa is an its subway and taxi service. London is of creative people and enterprises and (Q2.8) Autonomous Vehicle Testbed so some improving its stations. Belo Horizonte innovation is encouraged and supported– areas of the city are equipped with the adapted taxis and implemented signage live experiences, VR/AI, festivals, music The average score is 3.189. latest GPS and telecommunications with audible warnings assist. Ottawa and cultural events. Penang has projects technology and is coordinated with City

44 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 45 traffic systems and street lighting. As part when needed. Marrakech uses GPS data cabinet. Several European cities (Zurich Mapping to create city models showing of Wellington City Council’s Smart City to monitor streets. Cumana launched Ven and Barcelona) mentioned restrictions with how the city is growing and changing. Program the first generation of projects 911 as part of the pilot plan to increase data protection laws. These models are also fed with sensor include environmental, parking, pedestrian safety, make road improvements and to outputs allowing the city to understand and traffic sensing. These were combined insure peace for tourists. Buenos Aires’ Cities that marked 5: Seville, Yerevan, Petra, climate change, impervious surfaces, with big data sources, machine learning Tourism Intelligence System includes Belo Horizonte, Wellington (5 in total) sea level rise and seismic risks. Berlin and advanced GIS to help improve the information on tourism flows across the has various measuring stations for noise, city’s safety and environmental outcomes. different tourist zones and neighborhoods Digital monitoring of the environmental CO2 and water. Additional consequences within the city, based on GPS data from impact (Q2.10) are drawn and, for example, zones with Cities that marked 5: Zurich, Belo Horizonte, telecommunication companies. The reduces speed limits are tested for traffic Wellington (3 in total) Belo Horizonte Integrated Operations The average score is 3.351. pollution. Center (COP-BH) is a strategic place Crowd management (Q2.9) for decision-making. Milan implemented Barcelona has specific studies on “tourism Cities that marked 5: Zurich, Seville, Hague, technological solutions on the occasion carbon footprint” and is developing a Wellington (4 in total) The average score is 3.444. of large public gatherings, such as major sustainable tourism indicator system in the events, social or political demonstrations, city. Seville’s environmental control devices Tourism facilities with Internet access Zurich has pilot projects to offer free WIFI strikes. In Macao, data acquired from the for meters are distributed throughout the (Q3.1) in certain areas of the city and collect data “tourism information interchange platform” city. Measuring and evaluating air quality to manage crowds, especially during big includes GPS data from telecommunication in Hungary is performed by the National The average score is 4.162. events. Seville has for several centuries companies, real time visitor arrival Air Pollution Measurement Network (OLM). dealt with large crowds in celebration of statistics, specified apps measure end London monitors air pollution, river pollution Zurich has a pilot project “digital concierge” local traditions such as Easter, and has user behavior statistics through big data etc. Penang has a flood alarm system in hotels. Barcelona has made a commitment organized a security device called SECOP. analytics. “Smart application for visitor and a Tsunami alarm system. Cumana of the City for digital transformation. More than Budapest launched a BKK FUTÁR Trip flows” predicts the density of visitor flows is working with institutions as municipal 300 hotel establishments throughout Seville Planner System for web, smartphones at 20 popular local tourist attractions 24/7, services of environmental sanitation and have the latest technologies. Moscow has and tablets. Florence established a queue and categorizes forecast results at various the municipal office of monitoring linked to an extensive wireless broadband coverage management system at some museums levels from “comfortable”, “moderate”, the space satellite ‘Francisco De Miranda’. in most of its tourism facilities. Penang and outer city center itineraries to manage “lightly congested”, “congested” to “heavily Buenos Aires has a network for measuring offers free WIFI in most of the hotels and big crowds. Penang has street cameras congested”, much to the benefit of visitors environmental indicators including carbon shopping malls. Internet access in tourism equipped with a facial recognition system. and industry operators. Ottawa has crowd dioxide, noise volumes, solar radiation, facilities in Nairobi is almost compulsory. The archeological site of Petra and the management that incorporates all levels of temperature, humidity, precipitation and Lima is in the process of adapting digital city itself are monitored by cameras to government all of which use various crowd seismic vibrations. Bogota frequently tools as part of the tourist experience from track visitors’ behavior; the site also has management tools when needed. Nur- monitors the air quality; on occasion the public and private sector, which is a crowd management and evacuation Sultan’s “Situation center” works 24/7 and restrictions on driving are put in place and why most tourist establishments have an plan. Nairobi Highways have installed has an access to all public cameras with outdoor activities (like sports) canceled. internet connection. In Macao, fiber internet street cameras that can provide footage standing by police officers and medical Wellington uses regular GIS and Lidar connection is almost 100% fully covered.

46 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 47 Ottawa’s majority of tourism facilities offer Cumana’s majority tourism establishments visitor management for tourist attractions through joint efforts by the government and internet to visitors using their services. have internet connection and free WIFI. The and hotspots. Florence offers tourists a the private sector. Ottawa has extended its All Wellington’s attractions have internet vast majority of tourism service providers map in which they provide where exactly existing public Wi-Fi throughout the city to access. Budapest has the first hotel in (hotels and restaurants) in Lima have WI FI the WI-FI points (FirenzeWIFI project) underserved communities and high-traffic Europe controlled by guest smartphones connection. The Wellington city provides across the city are and is part of “Free Italy public and tourist locations. Berlin offers opened in March 2018. The 40 rooms of the free WIFI in streets, facilities and attractions. WIFI” project. Petra’s free WIFI connection WIFI in public spaces such as shopping 4-star KViHotel, controlled by the TMRW Berlin offers WIFI in hotels, shopping malls is available at the visitor center area and malls and transport terminals. Hotels application, uses the most innovative and some public touristic hot spots. inside the site of Petra. Nairobi offers free solutions of the 21st century; the TMRW WIFI in plazas, shopping malls, some Cities that marked 5: Riga, Brussels, Varna, Hotels smartphone application literally puts Cities that marked 5: Riga, Belgrade, public transportation, and private facilities Helsinki, Moscow, Florence, London, everything in the hands of the guests, from Seville, Varna, Helsinki, Florence, London, such as hospitals. Cumana has free WIFI Yerevan, Petra, Marrakech, Berlin, Hague, booking to checkout. Yerevan, Petra, Marrakech, Madrid, Milan, in 60% public spaces such as parks, Wellington (13 in total) Hague, Ottawa, Wellington (15 in total) squares, hospitals, shopping centers and Cities that marked 5: Riga, Seville, Brussels, transportation terminals. Buenos Aires offers Tourism platforms on mobile (Q3.4) Varna, Moscow, London, Yerevan, Nairobi, Public spaces with free WIFI connection ‘WIFI BA’ which comes with more than 244 Cape Town, Madrid, Milan, Hague, Macao, (Q3.3) free WIFI points installed in parks, squares, Zurich has mobile platforms for tourism Ottawa, Wellington (15 in total) public spaces, community centers, information including maps, personal The average score is 3.919. libraries, museums, Metrobus and some itineraries, ticket purchasing, and public Tourism facilities providing free WIFI subway stations. The ‘WIFI BA” service also transportation; there is also an Augmented connection (Q3.2) Riga has one of the fastest broadband provides complementary information on Reality Tour Zurich. Barcelona is driving internets in the EU Economic Zone. cultural events, transit, subway and buses. the digital transformation of society with The average score is 4.216. Barcelona offers free “Barcelona WIFI” in Bogota offers free WIFI in most cafes, initiatives like innovation hubs, introducing many spots of the City. Seville provides free hotels, pubs, airports, restaurants, bars, change through digital solutions such Zurich has free WIFI available in hotels WIFI connection in plazas, shopping malls visitor information centers; and there is free as 5G Barcelona, mobile week 4YFN. and most restaurants, not yet full in public and transport terminals. Budapest’s most WIFI hotspots in main tourist attractions. Helsinki provides the WeChat Helsinki areas such as tourism sights. Budapest plazas and shopping centers have a well- Belo Horizonte has public hotspots Mini program, the Discover Helsinki app has almost 500 WIFI hotspots in the most developed wi-fi network. In 2017, free wi- squares, tourist spots and also in towns and and the Blind-Square app. Budapest has frequented tourist areas including hotels, fi access configuration has been launched slums of the capital of Minas Gerais. Macao a tourist information app called ‘guide.me restaurants, bars, cafés, cinemas and at the city’s busiest public transport hubs. Post and Telecommunications Bureau (CTT) Budapest’, that includes the official ticket theatres. Penang offers free WIFI in the city. The Municipality of Budapest is elaborating has been liaising with local organizations selling platform of Budapest’s coolest Petra’s most of the tourism facilities, such a Smart City strategy at present time. BFTK to offer free Wi-Fi services at different multi-genre festival events ‘Interticket’, as hotels, restaurants, shops and public has proposed smart tourism projects: locations in Macao under a unified brand a brand-new Hungarian tourism sales areas, provide a free WIFI connection. e-Budapestinfo Point Center (a smart name “FreeWIFI.MO”, with the objective to incentive app ‘iWelcome2Budapest’, and Nairobi’s most tourism facilities provide free information center working without human make it easier for citizens and visitors to a film destination app ‘Guide @ Hand’. WIFI connection. Marrakech provides free staff in city center), general Budapest tour identify Macao’s free Wi-Fi service, and to Dresden offers mobile maps, cashless public WIFI in the airport, parks and the city. guide application, crowd monitoring and further expand Macao’s free Wi-Fi coverage payment and audio guidance. Florence

48 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 49 has ‘Firenze Turismo’, ‘Firenze the Walking offers digital apps ‘Denhaag.com’, alipay City’, ‘Firenze card’, ‘Firenze up!’, ‘Florence and wechat pay. Macao has the apps heritage’, ‘IMOBI.FI.IT’. London has apps ‘CityGuide’, ‘MPay’ and ‘Macao GeoGuide’. for transportation ‘TFL Journey planner’, Nur-Sultan has IZI-travel, Telegram channel, ‘city mapper’, visitor attractions’ apps and 2gis.kz, Google pay, and Apple pay. Berlin contactless payment. Nicosia has apps for has a lot to offer with the About Berlin app, maps, ticketing and cashless payments. the Going local app and the accessBerlin Yerevan offers ‘Qartez’, ‘Yerevan Events’, app. ‘DineBook’, ‘Menu.am’, ‘Yerevan- Museums’, ‘tickets.am’, ‘izitravel’. Penang city provides New technology tools (Q3.5) apps for maps, cashless payment and audio guidance. Petra has a ‘visit Petra’ Seville offers digital platforms and virtual app. Nairobi offers apps and websites for reality and the ‘Seville app’ was awarded Outdoor swimming pool in Helsinki maps, local amenities, ticketing, cashless in 2016 the best Urban Destination App. payment and audio guidance. Marrakech Varna has adopted virtual reality devices. offers an app ‘Visitmarrakech’. Cumana Helsinki launched the app ‘Whim’ to AR’ and ‘SARYAN VR’. Nairobi has adapted Assistance and Information System, for has ticketing apps ‘take off’ and ‘kayak’, develop Mobile as a Service and the ‘Virtual the NFC technology for smartphone apps, example, NFC is used in ticketing systems digital maps ‘google map’ and payment Helsinki’ project. With the help of go2maps, VR technology in hotels and tour operators. and VR devices, such as Madrid 360 and apps ‘P2P’ and ‘Biopago-pagomovil digital the Budapest Festival and Tourism Cape Town’s mobile Visitor Information Faro Explorer. Turin has implemented wallet’. Buenos Aires has ‘Interactive Map Centre has made it possible to explore Centers make use of VR devices when interactive city maps and virtual reality for of Buenos Aires v4.1’, a cashless payment Budapestinfo Point offices virtually so as to engaging with visitors and potential visitors the virtual tour of Pietro Micca’s Museum. app ‘SUBE’, a market place app ‘BA Tours’, provide visitors with more information and a to provide them with the experience of Milan adopted QR Codes and Bluetooth. an intelligent events calendar ‘BA Planner’; more immersive experience. Dresden offers specific attractions and experiences within Macao Tourism Chatbot, based on an these digital services are all available in VR devices at its different tourist attractions the destination. In Buenos Aires, VR is used IM platform to answer questions about a tourist application called Travel Buenos and an online, 360-degree panorama and for national and international promotion sightseeing spots, activities, transportation Aires. Lima offers online ticket payment motion mural about the airport. Moscow activities. Some of Lima’s sightseeing sites and the weather will be launched in and the audio guide service. Belo provides a growing number of AR city offer VR devices. Bogota is designing and Q2 2019. Wellington uses the Welltown Horizonte launched the ‘Belo Horizonte tours. Florence’s ‘digital signage’ project producing AR maps for tourists and visitors VR experience where New Zealand’s Surpreendente’ to provide tourism delivers information about events, things and there is a 360 virtual tour available. capital is transformed into the world’s information about attractions and major to do, opportunities, utilities; the city has Belo Horizonte adapted VR technology first virtual city that you can explore and events. Turin offers apps including Satispay an ‘Experience Florence digital booklet’. and a 3D model (capture images by play as a game. This contains a number (cashless payment) and museums audio Nicosia will establish NFC technology in 3D DRONES), covering the whole area of ​​ of immersive experiences that introduce guides. Milan provides a mobile tourism installations at various sightseeing sites. interest, with 360 ° photos to create an tourists to the city and to experiences website and launched apps for ticketing, Yerevan offers a collection of VR and AR interactive visitation experience with a high from local companies for use in overseas cashless payment (in some cases), maps, applications such as ‘Toumanian museum degree of immersion and realism. Madrid recruitment. Nur-Sultan’s the most attractive bike sharing and public transport. Hague VR’, ‘Ararat Yerevan AR app’, ‘ARM culture uses use new technology tools in its Tourist site “Bayterek” is going to introduce VR

50 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 51 devices, interactive maps and online ticket Non-commercial business models (Q4.1) and taxis. Turin has 5T which is a digital provide commercial services for tourism acquisition. Zurich has a shared booking public service providing news on traffic events and festivals, accommodations, platform for our hotel partners to book city Helsinki offers ‘Helsinki Region Infoshare’ and public transportation. Milan provides dining and related information. Yerevan tours and excursions. and ‘HSL public transportation open data’. a mobile tourism website and applications has apps ‘Hike Armenia’, ‘Other Yerevan’, Budapest provides an official tourism for transport, bike and car sharing, City Hall ‘Maps.me’, ‘DineBook’, ‘Menu.am’ and Scope of tourism stakeholders engaged information website and the official city services and events in the city. The Hague ‘GG’. Nairobi’s tourism businesses have in digital platforms (Q3.6) pass Budapest Card website, and the has information services about weather, adopted social media, websites and official website of the Hungarian National public amenities, public transport and mobile apps. Marrakech has an official The average score is 3.514. Tourism Agency. Moscow has the ‘Discover safety/ security/ health. Macao has ‘smart tourism website Visitmarrakech.com. Moscow’ website and mobile app, an open application for visitor flows’, ‘Bus Traveling Cumana offers apps including ‘Venetur’, Barcelona engages Barcelona Tourism database about the city and several mobile System’, ‘Macao GeoGuide’ and ‘Real- ‘Venezuelan Tourism’, ‘Costadel Sol’, Marketing Strategy and its network of apps. Florence’s projects include ‘Firenze Time Information Platform of Border Ports’. ‘Gran Carique’, ‘Conviasa’, ‘Naviarca’ and shops. Petra engages stakeholders Turismo’, ‘ATAF’, ‘eventi.comune.fi’ and Ottawa has a transportation route app. ‘Navibus’. Buenos Aires offers apps such through the ministry of Tourism digital ‘Alia servizi ambientali’. London has ‘TFL’, as ‘BA Tours’, ‘BA Planner’, ‘Travel Buenos platforms. Nairobi engages the hospitality ‘Buspal’, ‘Citymapper’ and ‘VisitLondon’ Commercial platforms (Q4.2) Aires’. Belo Horizonte launched the new industry, tour operators and travel apps. Yerevan offers ‘Transport for application, Belo Horizonte Surpreendente, agents, government Parastals and Armenia’, ‘Yerevan Events’, ‘A2BTransport’, Zurich provides a selection of apps that providing the contents of major events such County governments, media, tourism ‘911 SOS Armenia’ apps. Marrakech is could be useful for your trip planning. Riga as Carnival and Arraial de Belo Horizonte. installations and suppliers. Cape Town launching city hackathon to build an electric provides an App for local public transport. Berlin has digital restaurant, digital check lists its stakeholders on digital platforms motor for clean air. Cape Town offers the Barcelona has many shared economy in, taxi apps and real time data. Turin and they are referenced across various Cape Town Tourism and City of Cape Town platforms, both local and global, that offer has a collection of platforms including social media platforms. Buenos Aires Websites as well as the Cape Town Tourism tourism services. Helsinki offers Doerz, Musement (online ticketing platform for offers ‘BA Tours’ which is a market place social media pages. Cumana provides Chido, Get.tips, Whim, Discover Helsinki, museums, sporting events, food and wine of tourist experiences in which more than the freemium as offer of public services, Wowanders, Tripsteri, etc. Budapest’s experiences, nightlife) ; Glovo, Deliveroo, 100 tourism companies and entrepreneurs promotions of event services offered by ‘guide.me Budapest’ offers the latest news, Just Eat, Eat in Time (food delivery participate. Likewise, the InnovaturBA the city and climate information. Buenos top-lists, interactive maps and special platform); Tobike (bike sharing platform), program promotes the digital transformation Aires has transformation services ‘BA offers for visitors. Dresden has social media Mobike (free floating bike sharing platform); of the entire tourism value chain to increase Cómo llego’, ‘BA Subte’, ‘EcoBici’ and ‘BA channels, websites of the City of Dresden Car2Go, Enjoy, (car sharing platform), the level of commitment with digital Taxi’, and there is the free ‘BA WIFI’. Lima and Dresden Marketing Board, Motion BlueTorino (electric car sharing platform); platforms by tourism stakeholders. Ottawa‘s offers a tourism information website and Mural at the airport, and virtual reality MiMoto (scooter sharing platform); Satispay stakeholders engage on social media social media. Belo Horizonte provides an systems to explore Dresden sights. Moscow (cashless payment platform). The Hague platforms such as Facebook, Instagram application of Belo Horizonte City Hall, PBH offers two transport apps ‘Yandex.Transport’ has implemented platforms for tourist and Twitter. APP, offering information on more than 1,200 and ‘Yandex.maps’. Florence provides information and hotel booking. Macao has services, of which 300 can be ordered over ‘Destination Florence’. London offers QR a mobile payment tool ‘MPay’ and a mobile Cities that marked 5: Zurich, London, the internet. Berlin has digital solutions for codes for information, online digital and platform ‘AoMi’ for local consumer products Madrid, Wellington (4 in total) transport, digital menu / restaurant, traffic mobile apps. Nicosia offers platforms that and retail services.

52 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 53 Cooperation with Chinese companies regime for all travel agencies that work (Q4.3) with tourists from China. Irkutsk has a Chinese-orientated website ‘china-online. Barcelona has two consortiums “Barcelona ru’. The Hague has operated in multiple Tourism Board” and “Casa Asia” which areas including Mini-programs: KPN & are cooperating with Chinese companies. Wechat EU / NextportChina / NBTC China; Helsinki launched a WeChat Helsinki Mini Payment: Alipay & Wechat pay; Content program and introduced Alipay. BFTK : Gogodutch ; Yaband ; China Times ; Budapest Festival and Tourism Centre, Nextport China. Macao has done work in cooperation with AIWTC Artificial with Wechat, Weibo and AliCloud. Ottawa Intelligence have launched a more targeted Tourism works with Chinese tour operators sales activity in China to promote joint city to facilitate quality experiences for Chinese cards. Dresden is in cooperation with Ctrip visitors. WellingtonNZ is in collaboration and provides news on WeChat. Moscow is with Alibaba. Berlin runs a Chinese website working with WeChat. Florence is promoting and works with agents in China along with Shanghai & Florence - Sino-Italian Design Wechat and Weibo. City view of Madrid Exchange Centre which works on Business connection, Customized Travel, Cultural Health and safety insurance conditions and Art Exhibition, Enterprise’s Multinational (Q4.4) safety. Cumana offers health services for makes traffic safer. Visitors who come to Service. There is also a digital “Vento free with no condition of nationality. Buenos Torino (and more generally to Italy) do not d’Italia” Project operated on WeChat to EU countries require non-EU visitors to Aires’ public hospitals are open 24 hours a need private insurance. In case of accident welcome Chinese tourists, promoted have valid health insurance. Riga provides day and attend patients free of charge, and or illness, visitors are treated like citizens by Italian Lifestyle di Roma and with the free emergency services. Barcelona’s pharmacies are easily found all over the and can go to a public hospital where the participation of the tourism promotion police forces patrol the city and are city. In Lima, the main access route from fees are affordable. Nicosia’s public health department of the City of Florence. London responsible for security, road safety and the airport to the hotel zone has a constant system as well as a large number of private has done work with Weibo, Wechat and public order. Barcelona is editing new monitoring and patrol system to provide hospitals are open to any visitor. China Pay. Marrakech has an official material to distribute to tour operators security for tourists, through a system of tourism website in Chinese ‘visitmarrakech. with practical security guidelines for surveillance cameras, police patrols and cn’ and an official account on WeChat. theft prevention. London ensures health enforcement emergency alerts, which Cape Town Tourism built a strategic and safety conditions by enforcing very partner with UnionPay to forge closer stringent policies for operating public food relationships between Chinese and local and beverage operations. Cape Town tourism operators. Cumana is beginning an Tourism operates a Band Aid project that alliance with Chinese visitors through the forms part of the Visitor Safety Program that WTCF and the Ministry of Popular Power assists visitors in the event of any negative for Tourism. Buenos Aires has an enrolment in-destination experiences affecting their

54 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 55 Beijing China1

56 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 57 Seeing the China Beijing World Towers from Perspective of China Southern Airlines Photo/Yan Lei Zhongguancun night view

1.1 A Brief Introduction to strating Chinese civilization and a world- 1.2 Core Theme of Smart Sharing: Most of the higher ranking scenic Current Tourism in Beijing class tourism city”. In 2018, the total Tourism Development and Its spots are located in the core areas of number of tourists to Beijing reached Contribution to Smart Tourism the city. Thus, it’s a key for smart tourism Beijing is a profoundly rich historical and 310 million, an increase of 4.6% over the in Beijing development to coordinate the relations cultural city that has an abundance of previous year, generating total tourism between citizens and tourists, to ensure tourism resources, and features a wealth of revenue of RMB592.1 billion, an increase of The core theme of smart tourism deve­ resources co-sharing by tourists and high quality scenic spots. Beijing is among 8.3% year-on-year. The rapid development lopment in Beijing could be summarized as citizens, to strengthen the functions of the first group of famous historical and of Beijing’s tourist industry has resulted in “innovation, sharing and quality”. tourism serving, thus benefiting and cultural cities in China, and has 8 5A-level a number of emerging problems. Tourist enriching people, lifting the living standards scenic spots, 6 world cultural heritage sites, resources and the environment are severely Innovation: This city is now home to over of citizens and driving the development of a 99 important heritage sites under state impacted by passenger flow and disorderly 20% of the high-tech enterprises from sharing, cultural tourism. protection, more than 200 open-access tourism, and there are disagreements around China, the most concentrated scenic spots and more than 7,000 cultural between locals and tourists. To respond areas are global AI, big data and cloud Quality: To develop its tourist industry, relics and historic sites. It is the richness to them, Beijing is aiming to be a smart computing. Innovation is the driving Beijing will transform from the quantity of its tourism resources that is the reason tourism city, striving to accentuate quality force for cultural tourism in this city, with and scale-oriented tourism to an efficiency it attracts so many domestic and overseas over quantity, as well as increase efficiency continuous efforts devoted to the innovation and intensity-oriented one. Quality will be tourists. in its tourist industry. of this philosophy, one implementing taken as the essential requirement for the industry integration and management development of tourism in Beijing. Through Beijing’s goal is to be “the window demon­ mechanism together with a system of smart the efforts of smart tourism, the quality and tourism, having formed a sound innovation efficiency of tourism development will be climate.

58 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 59 promoted, resulting in the quality of tourism modes, enriching tourism products and “Smart Tourism” Action Plan (2017-2020), (2) Data-based and intelligent management services raised in Beijing. achieving the application of new-type high Specifications on Enhancement of Smart of tourist industry in Beijing technologies in tourism scenarios. Scenic Sports in Beijing, Specifications 1.3 Result of Smart Tourism on Enhancement of Smart Hotels in Beijing has established and improved City Construction in Beijing (1) Driving the standardized construction of Beijing, Specifications on Enhancement its e-government office system, tourism smart tourism of Beijing of Smart Travel Agencies in Beijing and business electronic office system, 1.3.1 Priority of developing smart Specifications on Enhancement of Smart government affair website service, etc., tourism in Beijing As early as in 2012, Beijing took the Tourism Villages in Beijing (collectively, the which has realized vertical and horizontal initiative to publish the Specifications on “1+1+4” Planning System) were enacted business information interconnection and Both government and market are making Construction of Smart Scenic Spots in in succession. In 2018, the Specifications interoperability, and deepened the IT efforts to drive the construction of smart Beijing, Specifications on Construction of on Informational Services for Smart Scenic and intelligent technology application by tourism in this city, to raise the quality of Smart Hotels in Beijing, Specifications on Spots was formulated in Beijing. A series the department of tourism’s internal and tourism. To be specific, the government is Construction of Smart Travel Agencies in of specifications and plans for developing external management. At the same time, it driving the standardized construction of Beijing and Specifications on Construction smart tourism have been prepared has worked out an electronic travel itinerary smart tourism, improving public tourism of Smart Tourism Villages in Beijing, and and enacted, serving as an effective for the tourism team, enabling intelligent services based on smart technologies and formulated the Beijing “Smart Tourism” promotion and guidance for smart tourism supervision over the tourism market, realizing the data-based and intelligent Action Plan (2012-2015). In 2016, the construction for Beijing based tourism smoothing the order of the tourism market, management of the tourist industry. And Beijing “Thirteenth Five-Year” Development enterprises and facilitating the development and promoting the development of Beijing's the market is innovating the transportation Plan for Smart Truism (2016-2020), Beijing of smart tourism. quality tourism. Through the construction of

Figure 1.1 The “1+1+4” Planning System of Beijing

National Grand Theater - The Bright Pearl of the Lake Photo/Wang Meng

60 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 61 Haidian Digital Platform for Culture and Tourism Service Sharing a bike

its tourism big data platform, government turn contributes to data collection and system, VR virtual reality technology, etc., and tourists to hail a taxi by just “one click” management decisions are more scientific the refined management over resources, all of which work together to improve the on their mobile phone; Mobike bicycles, and government department coordination vehicles, persons, the environment and traveler’s experience. Haidian District of Haro bicycles, etc., provide shared bicycle is simplified. other elements. Beijing is creating the “Haidian Culture service for residents and tourists, who can Cloud” platform offering tourists one-stop use the bicycle after scanning the QR bar Based on the Internet of Things, cloud (3)Lifting public tourism services based on public cultural services with culture as the with their phone. The “last kilometer” to computing, AI technology and big data, smart technologies content, with technology as the means, scenic spots can thus be quickly reached. Beijing’s Haidian District has built the “brain and is based on the public culture needs of GoFun and Shouqi Limousine & Chauffeur of the city”. Intelligent, refined and dynamic A tourism public information service residents and utilizes VR, AR, LBS, big data are offering the “shared cars” for residents management in urban management, platform, a panoramic virtual travel and other information technologies. and tourists to use as needed in their short- public safety, urban transportation and in platform for explaining the A-level and and medium-distance self-driving tours. ecological environmental protection, as well above scenic spots, “i-tour Beijing” (4)Innovating transportation modes as the modernized new urban governance mobile client, “Beijing Smart Travel Map” (5)Enriching tourism products system, have all been realized. WeChat official account, etc., have all been Startups and innovating technological established in Beijing. The visitbeijing. enterprises are emerging in Beijing. In recent years, the tourism market in Big data, video surveillance, the Internet com website is improved, and each of the Shared bicycles, shared vehicles and other Beijing has developed vigorously, with the of Things, artificial intelligence and tourism enterprises are offering all-round services have been providing citizens and supply of tourism products continuously other technologies have been widely smart services based on PC and mobile tourists with convenient travel. Among them, enriched and innovated, fully satisfying the applied in scenic areas, hotels and travel applications, smart explanation system, in the “sharing economy” mode, the Didi diversified tourism consumption needs of agencies throughout the city, which in smart parking system, self-service ticketing Chu Xing makes it possible for residents tourists. In particular, in its integration of

62 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 63 Fireworks at the Bird’s Nest Photo/Hou Ruxuan

“culture + tourism + technology”, Beijing culturally creative products. As of now, it around their own historical and cultural shapes of the famed collections Yuan Blue serves as a model across the country. has developed more than ten thousand features. It took the Summer Palace four and White Phoenix Head Flat Pot (Yuan cultural products, generating cultural years to develop the “Eight Yihe Views”, Qing Hua Feng Shou Bian Hu) and Tophus The Forbidden City, integrating traditional creation revenue of over RMB1.5 billion a cultural creative cake. ??? The Temple Pink-Passion fruit-Pattern Duomu Kettle culture and modern fashion and applying annually. Meanwhile, the Summer Palace, of Heaven is promoting its “Tiantan (Song Shi Lv Di Fen Cai Fan Lian Wen Duo high technologies such as virtual reality and Temple of Heaven, National Museum, Haowu” both online and offline; the Capital Mu Hu), has launched two lines of creative augmented reality, manages to constantly Capital Museum, etc., are developing Museum, by making full use of its cultural derivatives; the Former House of Qi Baishi create and innovate cultural content and tourism and cultural creative derivatives relic images, colors, patterns and utensil has worked out one hundred and more

64 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 65 Beijing tourism team electronic itinerary The imperial palace scenic spot

creative derivatives based on the classic provide domestic and foreign tourists with cloud computing and other technologies management of the tourism market, tourism intention in the paintings of Qi Baishi…. intelligent navigation, face-scanning car and means to provide tourists with plentiful enterprises and tourists, strengthening search, face-scanning security check, and convenient and quality smart tourism the supervision of the tourism market, (6)Employing the application of new high- face-scanning boarding and other smart services (both online and offline) and effectively alleviating the pressure from technologies in tourism scenarios face-scanning services to enhance visitors' encourage the innovative application of passenger flow to Beijing, and creating a boarding experience and improve tourist new technologies, new products and new new urban governance model. Beijing is at China’s and the world’s satisfaction. By means of the virtual reality business to realize the quality development forefront in terms of exploring the and augmented reality and other optical of smart tourism. 1.3.3 The main effect of developing application of cloud computing, big data, technologies, Yuanmingyuan Scenic Area smart tourism in Beijing artificial intelligence, 5G technology, has created the “Digital Yuanmingyuan”. It manages to coordinate the relationship autonomous driving and other high and Digital models are added onto the ruins, between citizens and tourists to Beijing. At present, Beijing is taking the lead new technologies in the tourist industry. really bringing back the historical scene of The sustainable development philosophy in China in terms of standards setting, Through cooperation with Huawei and this park. of catering to both “hosts” and “guests” content construction, technological China Mobile (Beijing), Yuyuantan Park is contributing to a more harmonious life innovation, resource integration and has realized the first application of 5G 1.3.2 Specific goals of smart tourism and tourism development, having realized institutional mechanisms, being a model technology in the park scene, facilitating development of Beijing resource sharing by both residents and and reference for the development of the intelligent construction of Yuyuantan tourists. smart tourism in other parts of the country. Park and enhancing the intelligent tourism Aiming at the goal of building a “world-class Among them, as for standards setting, experience of residents in appreciating tourism city”, active efforts have been made A data management system that integrates Beijing has compiled a “1+1+4” planning the cherry blossoms and traveling in the to develop and apply artificial intelligence, data collection, quantity management, system and launched the Specifications world. Beijing Capital International Airport AR augmented reality, unmanned driving, data sharing and collaboration has on Informational Service for Smart Scenic applies face recognition technology to 5G technology, the Internet of Things, been established, capable of refined Spots to standardize the construction

66 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 67 Golden Great Wall Photo: Zhang Dewen Ice Play in Winter

of smart tourism construction at scenic hard to employ innovated institutional governance model of smart tourism + a sustainable development philosophy that spots; in terms of content construction, mechanisms and has taken the lead in urban governance. caters to both the “hosts” and their “guests”. the municipal tourism management proposing a “time-division appointment” departments, tourism scenic spots, etc., system, a reference for online ticket 1.4.2 Resource sharing by citizens 1.4.3 Taking the lead in the application will further improve the construction of booking mechanism in major scenic spots and tourists of high technologies smart tourism in management, service, in China. marketing and other aspects, and continue Real-time collection, monitoring and early Beijing enjoys plenty of high-tech enterprise to promote the development of smart 1.4 Mission and Vision of warning of tourist data based on emerging resources such as artificial intelligence, big tourism; when it comes to technological Beijing in Smart Tourism City technologies such as big data, mobile data, cloud computing, etc. In the future, it innovation, many high-tech technology Development internet and cloud computing, real-time should give further play to the technological companies in Beijing are frontrunners in insight into tourist flow density, tourist flow advantages of such enterprises and explore applying face recognition, unmanned 1.4.1 Realizing a new-type urban direction and tourist trends is thus possible. the innovative application of artificial driving, 5G technology and the Internet of governance Efforts are made to comprehensively grasp intelligence and big data technology in Things to guide the development of smart tourist travel rules, development trends, the tourist industry for enabling urban tourism; for resource integration, the China As part of smart tourism’s development and tourist needs, generally consider and tourism management, tourism services and Smart Tourism Industry Association has new means and mechanisms such as synergistically design an urban smart tourism marketing; thereby energizing and been set up in Beijing, which integrates electronic travel orders for tour groups tourism information release system, smart continuously enhancing Beijing's leading the upstream and downstream tourism and online time-division ticket booking are ticket booking system, intelligent traffic role in the field of smart tourism. and academic resources to co-drive finding application in Beijing, an effective guidance system, etc., and realize resource smart tourism development; in terms of way to disperse tourist flow in core areas sharing by residents and tourists based on institutional mechanisms, Beijing is working and downtown areas. This is the new urban

68 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 69 Bird’s Nest in Moonlight Photo: Wang Meng Milky Way at Night SOHO Photo: Wang Meng

1.4.4 Improving tourist satisfaction bus and using the smart face recognition services, strengthening the supervision 1.5.3 The “time-division appointment” runway, smart living room with future special of the tourism market and guaranteeing ticketing system at scenic spots is Through the application of modern experience, and other projects in Haidian the quality of tourism services and the launching a new tourist flow and technologies such as 5G, the Internet of Park. Tourists can be shown around the park interests of tourists. Tourists can book appointment management mode Things and artificial intelligence in the by the unmanned shuttle bus which can be online tickets and travel routes of all tourism industry, the tourism experience will booked via WeChat. Via the face recognition scenic areas in the city, making it easier In 2017, the Forbidden City scenic area be smarter, richer and more convenient, runway, the park records the status, exercise for travel agencies and tour guides to fill took the lead in launching the “time-division and the personalized and independent duration, course and speed of tourists in and register the information. With such appointment” ticketing system across the needs of tourists will be fully satisfied. with face recognition technology. And order, law enforcement units could easily country, effectively alleviating pressure the smart living room with future special collect evidence, revivify qualifications and from excessive tourists, thus ensuring a 1.5 Main innovation fields of experience provides tourists with services manage records in terms of tour guides or quality tourist experience and improving developing smart tourism in such as voice recognition, intelligent music travel agencies without licenses, scenic the service quality at scenic spots. Through Beijing playback, and robot explanations. spots can verify the order, and tourists have the implementation of this system, the an electronic tourism contract. Forbidden City subverts the inherent mode 1.5.1 Demonstration application 1.5.2 The electronic travel order for of waiting in a long queue to tickets. It is the of artificial intelligence in tourism tour groups enabling stricter market first scenic spot to implement “time-division industry supervision appointment” ticketing system and real- name ticket booking system throughout the Now tourists can experience unprecedented Beijing is working on the electronic travel country, a reference for other scenic spots. AI technology by taking the unmanned shuttle order for tour groups by providing booking

70 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 71 China Beijing World Towers Seen from Sky Photo: Chen Qian Dilapidated walls in the Yuanmingyuan Ruins Park

1.5.4 Pioneering the “culture + tourism + annually. It joined hands with Tencent to built a smart tourism service platform, ordering, offline meal ordering by scanning technology” integrated development launch the H5 invitation letter titled Walk realizing the new experience of “traveling the QR bar and one-click calling for help through the Forbidden City to See You, around Huairou with just your phone”. The and complaint registering. To be specific, Recently, the Forbidden City scenic area which is a combination of the Forbidden City platform integrates tourism enterprises smart parking lots have been completed at has been at the forefront of the country and the emerging things, attracting a large and resources such as scenic spots, five scenic spots at or above 4A level, and in terms of cultural connotation mining, number of young tourists. The Wangzhuan BNBs, traditional folk households, hotels 1,689 BNBs and traditional folk households innovation culture communication, cultural Gugong application was developed for and guests achieve seamless online and are equipped with the “Xiang Cun Bao” product development, etc., having spreading knowledge in an interactive and offline docking, having enhanced the application and handheld devices, with achieved the effective integration of “culture interesting way. To mark the 92nd anniversary intelligent service and management level which tourists can book rooms online, + tourism + technology”, designed and of the Palace Museum, the Discovery: of scenic spots, traditional folk households, check in personally with their ID card and created the “Duanmen Digital Museum” Yangxin Hall—Theme Digital Experience hotels and other enterprises, leaving more order meals by scanning the QR bar. The product and “Wangzhuan Gugong” service, Exhibition theme digital experience space for tourists to act on their own and Huairou District Bureau of Culture and which not only meets the needs of a public exhibition was arranged in the Forbidden providing them convenience. Dynamic data Tourism has established a tourism data cultural experience, but also inherits the City, helping tourists understand its history in transmission, statistics, analysis, sharing center and emergency command center, tradition, increases the number of visitors an interesting and experience-based way. and management lay the foundation for which can receive real-time monitoring of and lifts commercial benefits. intelligent service and management of video signals and data, tourist flow and 1.5.5 Realizing regional tourism government departments. At present, the traffic flow data in real time in 20 scenic On the basis of the history and culture of dynamic service and supervision platform is joined by 20 and more scenic spots, receive traffic and financial data the Forbidden City, more than ten thousand spots, performing functions including from 11 hotels, and receive guest data cultural products have been developed, In 2018, the Huairou District Bureau of electronic maps and navigation, online and from 1,600 traditional folk households and generating revenue of over 1.5 billion RMB Culture and Tourism developed and offline ticket and room booking and meal BNBs. The Beijing Cultural and Tourism

72 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 73 Bureau electronic itinerary system can For scenic spots, development of smart 1.7.2 “i-tour Beijing” supply in Haidian. Residents and tourists be connected to 20 scenic-spots. It can tourism in Beijing will improve their ability to have access to one-stop, menu-type, order- connect the electronic travel order system manage tourists, vehicles, resources and Beijing has built “i-tour Beijing”, a portable type and readily available public cultural of the Beijing Municipal Bureau of Culture the environment in a smart way, provide tourism consulting terminal, to allow tourists services anytime and anywhere through and Tourism with systems of 20 scenic tourists with better services and realize to enjoy considerate and satisfactory different entrances such as APPs, WeChat spots. intelligent and precise marketing. tourism consulting services whenever and official accounts and computer terminals. wherever. The terminal covers information 1.6 Main beneficiaries of For tourism management departments, introduction, snack information, discount So far, the platform has published 12,870 developing smart tourism in construction of smart tourism in Beijing information about all scenic spots in Beijing, activities, 22,206 pieces of cultural Beijing will realize effective data and refined and provides social services for tourists. information, 52,003 original pictures, 4,901 management of tourism enterprises, online classes, 1,298 cultural facilities, The main beneficiaries of developing smart tourism markets and tourists. On the basis 1.7.3 Haidian Digital Public Platform 707 cultural activity rooms, 400 accounts tourism in Beijing are tourists, citizens, of big data, they could make scientific for Culture Service of cultural heritage, 140,000 volumes scenic spots and tourism management policies and decisions and carry out new- of electronic books, 110,000 volumes departments. type urban governance with the help of In 2017, Haidian District built the Haidian of electronic periodicals and 600,000 innovative smart tourism technologies. “Culture and Tourism Cloud” platform, volumes of audio books. The platform For tourists, the development of smart which took full advantage of the integration has experienced a total number of about tourism in Beijing will make it easier to 1.7 Attachment of culture and science & technology. 18.292 million visits, with the average daily collect information and book tickets. With culture as its content and by means visits reaching about 34,800, total real- Traffic guidance will be more in time and 1.7.1 Electronic itinerary of the travel of science and technology, the platform name registered users of around 107,554, problems related to overcrowding can be team starts from the needs of residents and total orders of 116,751 and a total of 24,862 avoided, necessary for improving travelers’ tourists for public culture has pooled and messages. experience. Besides, AR, VR, robot and The Beijing Municipal Bureau of Culture integrated public cultural resources such other technologies will provide tourists with and Tourism organized to develop the as cultural activities, cultural facilities, 1.7.4 Haidian city brain more wonderful smart experiences and to tourism team electronic itinerary system, cultural heritage, artistic performances, make the tour more interesting. through which formal travel agencies and books and periodicals, as well as built a In 2019, Haidian District launched the tourism passenger transport operators range of service functions including an “brain of the city” based on the Internet of For the citizens of Beijing, the development can conduct business confirmation and event calendar, live broadcasts, culture things, cloud computing, AI technology, big of smart tourism effectively restricts the qualification approval, and generate the map, VR venues, online lecture halls, data and other technologies. The intelligent growth of the number of tourists, protecting electronic itinerary and QR code, thus readings in Haidian, a culture chart gallery dispatching of emergency command in them from being interrupted by tourists, providing an authoritative identity for and characteristic brands, by use of the field of urban management and the and thus realizing resource sharing by both visitors to distinguish formal “one-day tour” virtual reality (VR), augmented reality (AR), intelligent discovery and automatic disposal citizens and tourists. Moreover, citizens are and also offering technical support for law location-based services (LBS), large data of urban management incidents has been offered online product sales services on an enforcement to investigate and treat the analysis and other technologies. Haidian preliminarily realized. The perceptive e-commerce platform, enriching the daily illegal “one-day tour”. Digital Public Platform for Culture Service is network platform for the Internet of things cultural, sports and leisure life of residents. the main channel of public cultural service covering the district has been set up, which

74 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 75 achieved the dynamic management of and creative products of the Forbidden with CCTV, jointly launched the “National 10,000 historical files, designed 4,000 existing building information in the district. City were launched on the homepage of Treasure” to promote the history and culture restoration drawings and constructed In the field of public safety, the visual center the Juhuasuan platform, 1,500 mobile of the Forbidden City and its collections 2,000 digital architectural models. The of “brain of the city” has been preliminarily phone holders were sold out. In 2016, the (The Vast Land, Porcelain Mother (Large baking technology has been adopted constructed, and the real-time monitoring Forbidden City held the “Tencent Next Bottle of Colored Glaze), Stone Drum), to interpret more realistic lighting effects of fire control in more than 900 key units Idea× the Forbidden City” innovation which aroused a strong response at home and reproduce120 groups of time-space in the district has been realized. In the competition and launched the H5 invitation and abroad. In 2018, the Forbidden City, units in the six historical stages of the field of ecological and environmental letter titled Walk through the Forbidden City together with Beijing TV Station 2???, Yuanmingyuan. Restoration of a scenic protection, the fine monitoring and early to See You, which combined the Forbidden launched the documentary Reviving the spot requires more than ten procedures, warning of the district’s air quality has been City with emerging things, took the theme Forbidden City, which broke the audience’s including accurate collection and recording achieved and effort has been made to of an emperor passing through time and stereotype of the Forbidden City, and of site information, fine study of literature, explore the application of new technologies space and introduced through rap music, created cultural and creative products technical analysis of building construction and products in river and lake water thus attracting a large number of young bearing the stories of the Forbidden City, and virtual splicing of damaged comp­ quality monitoring. In the field of urban tourists. The “Wangzhuan Gugong” applet so as to make innovations in and pass on onents. Visitors can “pass through time” to transportation, the off-site law enforcement which included the story behind the cultural the culture of the Forbidden City. In 2019, the period of the High Qing and visit the and disposal at thousands of sites has relics, tour routes and important scenic the Forbidden City and Beijing Capital Yuanmingyuan without leaving their homes been implemented. spots was developed to spread knowledge International Airport cooperated and by following the WeChat official account in an interactive, informative and interesting developed a digital Forbidden City cultural “Digital Yuanmingyuan”. 1.7.5 Demonstration case of “culture + way, while providing tourists with tour exhibition, cultural and creative product tourism + technology” of the Forbidden routes. In 2017, to celebrate the 92nd promotion and other aspects. 1.7.7 “AI Technology Park” of the City anniversary of its founding, the Forbidden Haidian Park City held a special event, namely, the 1.7.6 Digital Yuanmingyuan In 2013, the Forbidden City began to sell “Discovery: Yangxin Hall—Theme Digital In 2018, Haidian Park became the such cultural and creative products as Experience Exhibition”. Through various In cooperation with the School of world’s first AI technology theme park by the Forbidden City calendar, folding fans technologies such as a large projection Architecture of Tsinghua University, introducing unmanned driving, smart face printed with “personal words” and colorful screen, virtual reality (VR) headset, motion Yuanmingyuan Scenic Area has created swiping, AR augmented reality technology, ear studs with the theme of “colorful-stone capture device and touchable screen, the “Digital Yuanmingyuan” by means etc. Visitors can tour the park riding in paved pathway in the Imperial Garden”. visitors experienced the dialogue with high- of 3D laser scanning, remote sensing, driverless buses. With the face recognition Within just two years, the Forbidden ranking officials, reviewing memorials to the virtual reality and other technologies. technology the pace and the duration City earned more than 100 million RMB throne and other interactive parts, so as to Digital models are added onto the existing and distance of the registered tourists in this way. In 2015, the Forbidden City understand the history of the Forbidden City ruins, really bringing back the historical can be automatically recorded, and these conducted cross-border cooperation with in a more interesting and experience-based scene of the Yuanmingyuan. More than 80 visitors can search the running ranking by Alibaba. Over an hour after the cultural way. In 2017, the Forbidden City, together professionals have sorted out more than scanning their face. Using face recognition

76 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 77 Entrance to Haidian Park Overlooking the CCTV tower from Yuyuantan Park

lockers, visitors can store and take out their information about future space, scenic through which administrators can monitor articles by themselves by scanning their guides and other services. the flow of visitors in real time. face. And visitors can communicate with the smart voice pavilion and get information 1.7.8 Application of 5G technology in during their rest in the smart voice pavilion. the Yuyuantan Park in Beijing

By creating the “future space”, efforts are Through the introduction of 5G technology, made to show visitors the cutting-edge Beijing Yuyuantan Park has created content of science and technology and the “5G+ Smart Park” on a pilot basis, their future application. Through voice realizing the first practical application of recognition, the system can perform tasks 5G technology in a park. Taking advantage such as closing the curtain and turning off of the high speed, large bandwidth and the lamp. And the system can automatically low time delay characteristics of 5G sense tourists’ emotions and adjust the network, problems such as online ticket background of the roof screen and music purchase and admission code scanning content according to tourists’ emotions signal congestion during rush hours can through the face recognition technology. be solved. At the same time, the park has The intelligent robot provides tourists with installed 31 high-definition AI cameras,

78 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 79 BUENOS AIRES ARGENTINA2

80 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 81 Figure 2.1 Foreign tourists that left the country by the city’s main airports in 2018 (left) and their foreign tourism expenditures (right) by main trip motivation.

dynamic BA Source: Sistema de Inteligencia Turística.

through other entry points. According to 2.1 Introduction and other temporary accommodations in International tourism expenditures in 2018 the Buenos Aires Tourism Intelligence Buenos Aires, 19% of which are 4 and 5 amounted to about 2 billion US dollars. With a population of 2.9 million inhabitants System, the average length of stay for star hotels. The highest category hotels When adding the revenue from domestic and an estimated 12.8 million in its international tourists that left the country accounted for 46% of the total rooms and tourism, tourism’s combined total generates metropolitan area, Argentina’s capital through airports was 9.9 nights in 2018, 41% of the beds. Hotels, especially those about 3% of the city’s GDP. In 2018, an Buenos Aires is the center of one of the 20 and the main motivations were Holidays rated 4-star and above, are mainly located average of about 151,000 people were largest urban conglomerates in the world. (48%) and Business (26%). When looking in the areas of the city most frequented by formally employed in the Travel & Tourism It has two international airports receiving at expenditures, Holidays decreases to tourists. Buenos Aires is undoubtedly an industry branches every month (44% in more than 750 international and 1000 40% and Business rises to 33% (Figure attractive destination because of its very restaurants, 22% in transportation, 10% domestic flights per week, making it a 1). Brazil (27%), Uruguay (11%) and Chile active cultural life: it boasts 150 museums, in accommodations and 24% in other strategic South American hub. (9%) are the major South America incoming 219 theatres and auditoriums, 216 libraries, services). markets whereas visitors from Europe are 5 Opera Houses, 3 top end cultural 2.1.1 Tourism development 17%, and those from the US and Canada centres, the Planetarium Galileo Galilei, 3 2.1.2 Tourism planning and management 11%. Domestic visitors in city hotels were theme parks, 3 traditional fairs (Mataderos, In 2018 Buenos Aires received nearly ten 2.6 million in 2018, with a decrease of 8.6% Mercado de San Telmo, Mercado de las The organization responsible for destination million tourists (an increase of 3.2% over in comparison to 2017 mainly due to a fall Pulgas), more than 2,600 restaurants, planning and management is the Buenos the previous year) of whom 2.7 million were in the population’s purchasing power. Most hundreds of trade fair artisans and more Aires Tourism Board-BATB (Ente de Turismo international visitors. 2.04 million arrived of the domestic visitors were hosted in than 400 booksellers. Buenos Aires also de Buenos Aires), an autonomous public by plane, 490,000 by port, and 110,000 other temporary accommodations. has a Tourist Bus with 3 different routes body under the scope of the General as cruise visitors (an increase of 15.8% in linking attractions to the city’s tourist areas. Secretariat and International Relations of the comparison to 2017). 50,000 visitors came As of December 2018, there were 557 hotels

82 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 83

city. The BATB’s goal is to consolidate the initiatives and projects undertaken to date city´s position as an intelligent destination are of interest for tourism: that promotes sustainable and inclusive development through innovation and 1. A network of sensors to measure real time technology, and to promote collaboration flows of people and vehicle mobility. between the private and the public sector. 2. A network of sensors to detect in real time The BATB has four general directorates levels of carbon dioxide, noise volumes, and two advisory committees comprised solar radiation, temperature, humidity, of public and private representatives. The precipitation and seismic vibrations. general directorates are: 3. An open platform called Commercial 1. Technical, Administrative and Legal. Opportunities Map aiming to provide Port street and neighbourhood indicators to 2. Tourism Development. help potential investors design business

plans for specific locations. control waste management at the metr­ ■■ The smart card “SUBE” for public 3. Tourism Communication & Promotion. opolitan level, increase recycling capacity, transportation. 4. The Interactive Map of Buenos Aires, a user develop new green spaces and promote 4. Market Intelligence. oriented Geographical Information System sustainable construction. Additionally, Within this framework and after the city’s including general and transportation the Environmental Protection Agency engagement with the United Nations 2030 The BATB has nine Tourist Assistance information, routes and itineraries. is developing an environmental quality Agenda for Sustainable Development in Centres strategically located in the city’s index that monitors water quality, surveys 2016, the BATB has directly linking its most popular tourist areas. Regarding the tourism industry, the city contaminated sites, and generates actions with the SDG’s objectives. Tourist has its Tourism Intelligence System. This certificates of environmental impact. product development promoted by the 2.2 Key Performance Areas initiative incorporates Big Data in order to BATB is also aligned with the goal to better understand tourism and to make Buenos Aires City supports pedestrians build a sustainable destination through 2.2.1 Data ecosystem beneficial tourism policies and decisions and non-motorized public transport modes the preservation and valorization of the (see Section 1.4). through different projects: city´s cultural heritage, both tangible Buenos Aires has developed data and intangible. As examples of this collecting and data analysis procedures 2.2.2 Sustainability ■■ EcoBici, the city’s free public bike-share commitment, the BATB is promoting the that relate to urban and environmental system. preservation of notable cafes and bars management. This data science initiative is The environment and sustainability are as well as fileteado porteño, the popular led by the Buenos Aires Smart City General pillars of the government’s BA Resiliente ■■ A 250 km network of bicycle paths. stylized artistic drawing and lettering that Directorate of Information Sciences; its goal strategy. Within this framework, Buenos is combined with flowering, climbing plants is to produce strategic knowledge using Big Aires is implementing the following ■■ Metrobus: exclusive lanes for buses (8 used throughout Buenos Aires. Additionally, Data. Some of the urban and environmental strategies: reduce energy consumption, branches and 100 km). jointly with the Ministry of Environment

84 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 85 accommodations. positioning of Buenos Aires as a smart and sustainable destination. It promotes ■■ The Accessible Tourism Best Practices innovation and digital transformation across Manual, a tool to raise awareness and the whole value chain of participating train stakeholders who work directly or tourism operators through networking and indirectly in the tourism sector. continuous learning. It has involved more than 1,500 participants and has built a Currently, 24% of the 63 tourism operators number of strategic alliances with private who have implemented the Argentine corporations and third sector organizations Tourism Quality System program (SACT) (19), other city government departments have an Accessibility certification. (17), influencers (8) and universities (3).

2.2.3 Smart tourism tools Moreover, as a city committed to become a smart and sustainable destination, Port at Night InnovaTur BA, the first tourism innovation Buenos Aires provides the following free program in Latin America, aims to applications to help tourists: and Public Space, it is also promoting the catalogue of the city’s distinguished tourism contribute to the transformation and project “Sustainable walking trails network providers. This tool seeks to promote in the Costanera Sur Ecological Reserve”, organizations that are working to make with the aim to increase appreciation of the tourism sustainable and inclusive. city’s natural resources through tourism. Finally, social inclusion, which is a priority From the private sector perspective, for the City of Buenos Aires, is also part of 76% of the 63 tourism operators who the BATB agenda. Initiatives such as the have implemented the Argentine Tourism BA Convive program, COPIDIS, and the Quality System program (SACT) have Commission for the Full Participation and Environmental Management certification, Inclusion of Persons with Disabilities work and 39 operators have implemented the together with the BATB in the development recommended Environmental Management of the following tools: Guidelines. Additionally, the Association of

Tourism Hotels of the Argentine Republic ■■ The Accessible Tourism Guide, which (AHT) has implemented a pioneering gives information about the city’s environmental certification, Hoteles más accessibility, including routes, maps, verdes (Greener Hotels), which as of pictures and places of interest. June 2018 had 15 Buenos Aires member Horse Racing establishments. All of them are part of the ■■ The Accessibility Guide for tourist

86 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 87 ■■ ‘Travel Buenos Aires’, a mobile app that barrios” plan, the BATB has developed works offline in Spanish, English and a geo-referenced tourism map; it is self- Portuguese with an interactive map, guided and includes downloadable audio- recommended itineraries, geo-location, visual content for each of the city’s 48 and augmented reality, and that also sell neighbourhoods. The goals of this map tickets. are to increase awareness among local residents about the importance of tourism; ■■ ‘BA Tours’, the official online store of deepen their understanding of their role BATB with more than 370 city-wide as hosts, and to transform them into active activities and experiences. communicators and local ambassadors of the culture and identity of each ■■ ‘BA Planner’, an intelligent events neighbourhood.

calendar that allows visitors to plan their Tennis Court visit ahead of time and find last minute 2.2.4 New business models and offers. innovative mechanisms ■■ ‘BA Subte’, to check the state of the opening new business activities oriented to More importantly, all three applications are Several digital public non-commercial underground metro system in real time. the Chinese market. part of a common digital communication mechanisms operate in Buenos Aires and marketing strategy whose goal is to providing information regarding public Additionally, the Association of Tourism In addition, Argentina offers visas for build a unique world class brand based services and amenities, transportation, Hotels of the Argentine Republic (AHT) is 10 years of validity for Chinese citizens in a diverse city offering its porteño (port safety and security, climate, and others currently starting a program to stimulate who travel to the country. This solution is city) identity. This strategy includes the through specific applications. They include establishments to adapt to digital added to the existing AVE (Electronic Travel web, social media, newsletters and digital the following: transformation trends. Authorization) system, which allows Chinese tools, as well as content and procedures citizens who have a valid visa issued by the that have been produced in house by the ■■ ‘BA Cómo llego’, to help people get 2.3 Chinese market United States or a Schengen visa, and who BATB team to guarantee their coherence from A to B in the city, whether on public travel as tourists to Argentina, to request with their objective: to ensure adequacy for transportation, by car or on foot. The Chinese market is small but has Electronic Travel Authorization through the each e-communication channel (YouTube, been increasing over the last three years Internet addressed to the National Direction of Facebook, Instagram, Twitter, Google) and ■■ ‘BA Wi-Fi’, to access free Wi-Fi hotspots in accordance with the requirements Migrations of Argentina. Special agreements to adapt them to their different targeted all over the city. expressed in the MOU signed on "The also exist between Argentina and Chile in markets. This digital strategy is also linked facilitation of travel for groups of Chinese order to facilitate Chinese arrivals. to the BATB Public Relations program, the ■■ ‘BA Móvil’, to keep visitors updated on citizens to the Argentine Republic" in 2015. annual BATB events and fairs attendance the transport situation in real time. Argentina has an enrolment regime for all 2.4 Success story: The Tourism plan, and it offers guided visits and tours. travel agencies that work with tourists from Intelligence System ■■ ‘BA Ecobici’, to map out bicycle lanes China. Specialized operators are emerging Finally, as part of the “Turismo a más and the availability of city bikes for hire. and some traditional travel agents are 0. KEY PERFORMANCE AREA No. 1: Data

88 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 89 of Argentina with collaboration from the educational tourism as well as projects national Tourism Secretariat and the city related to resident satisfaction and Statistics and Census Directorate. As a perception (in the Palermo and San Telmo result, the Observatory periodically issues neighbourhoods). reports about foreign and national tourism, which are available online (foreign visitors （3） Big Data: following the objective to monthly reports, visitors profile quarterly incorporate Big Data into the Tourism reports, annual visitors and annual tourism Observatory Information System, in 2017 profile reports and the Latin American the BATB created the Tourism Intelligence quarterly Tourism Monitor). System, collecting and analyzing large volumes of data with the aim to (2） Qualitative research: primary data strengthen the governance of tourism collection, surveys, interviews, ethnographic and to improve the quality of public Bridge at the Port studies, focus groups, hotel occupancy, policy. Big Data included in the Buenos and market segments. This includes to Aires Tourism Intelligence System relate collecting, data analysis, smart applications 5. VISION: To produce strategic knowledge date specific segmented analysis about to four main areas: air connectivity, for research. using Big Data techniques, strengthening MICE, Cruises, cultural, gastronomy and hospitality, gastronomy and tourism tourism governance and making effective 1. NAME OF THE CITY: Buenos Aires data driven decisions in an ever-changing Figure 2.2 Buenos Aires Tourism Intelligence System sources of Big Data. and competitive market. 2. TITLE OF THE INITIATIVE: Tourism Intelligence System of the City of Buenos 6. OBJECTIVES: The Tourism Intelligence Aires (available at https://turismo. System of the City of Buenos Aires is part buenosaires.gob.ar/observatorio) of the Buenos Aires Tourism Observatory. Established in 2009, the Tourism 3. ENTITIES IN CHARGE OF IMPLEMENTATION: Observatory has currently undertaken Ente de Turismo de Buenos Aires (BATB) several data projects involving three main under the scope of the Directorate General of areas of work: Market Intelligence. (1) Economic analysis: economic impact, 4. MISSION: To generate key information employment, investment, market forecasts, utilizing Big Data analysis to guide the international and domestic travel. This public and private sectors through the includes the analysis of data provided by tourism sector’s decision making process in the International Tourism Survey and the the city of Buenos Aires. Hotel Occupation Survey conducted by the National Institute of Statistics and Census Source: Sistema de Inteligencia Turística.

90 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 91 strategies. This initiative integrates platforms related to accommodation and numerous sources of information provided gastronomy, social networks with travellers’ by the National Tourism Secretariat, comments and opinions, records of SEGITTUR Spain, Amadeus, Buenos electronic searches and flight bookings Aires Smart City General Directorate of from abroad to Buenos Aires, and mobile Information Sciences, Telefónica Argentina, GPS phone data from national and Aeropuertos Argentina 2000, and the international tourists (Figure 4). National Department of Migration, among others. The innovative features of this 2. The rigorous processing and analysis of initiative are the following: big data using processes that guarantee privacy and confidentiality in accordance 1. The compilation and use of Big Data with international recommendations. sources such as digital e-commerce

Park in BA

Figure 2.3 Buenos Aires Tourism Intelligence System domains. mobility (Figure 3). ■■ To use Big Data to orientate sustainable communication, marketing and development Therefore, the objective of the Tourism strategies. Intelligence System is to transform Big Data from different sources into useful knowledge ■■ To create a dynamic platform for data for both public and private sectors within visualization for tourism stakeholders and the entire tourism value chain as well as the general public. for researchers, operators’ organizations, academic institutions, the press and the 7. MAIN INNOVATIVE FEATURES: media. Specific goals are the following: The Tourism Intelligence System allows the

■■ To integrate Big Data information in understanding of Buenos Aires’ position tourism analysis. in relation to its competitors, to anticipate forthcoming trends, to know the behavior ■■ To incorporate the resulting information of different segments of the tourist market, into the public and private tourism and to monitor the movement of visitors decision making process, to facilitate across neighbourhoods and attractions. the design of tourism policies and the At the same time, it allows stakeholders to governance of tourism. evaluate the competitiveness of businesses and to strengthen product development Source: Sistema de Inteligencia Turística

92 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 93 and environmental security, and local ■■ The redefinition and segmentation of digital transport, among others. marketing and communication strategies.

9. IMPACT AND EXPECTED OUTCOME: ■■ The development of new products and Figure 5 summarizes the impact of the experiences based on market needs initiative over the destination and its diverse and profiles (gastronomic tourism, stakeholders. It also has a positive impact educational tourism, MICE, culture, directly on the local community by granting sports, and others). free access to information. ■■ The interaction with other areas of local Benefits of the system to date can be government to strengthen general observed in data driven decisions already governance of the destination by defining made by public administrations and private strategies regarding security, transport operators: and traffic, public space and other areas.

Tourist souvenir market in Buenos Aires ■■ The development of a law for fiscal In the near future, the Tourism Intelligence incentives for hotel investment System will expand by broadening the 3. The identification of new trends and (such as the Asado championship, Gay through identification of the need for range of Big Data sources used including the generation of strategic knowledge for Pride 2017), sports events and tourism improvements in the accommodation information such as tourist credit card decision making: attractions. supply. expenditures, measurement of different transport flows and geo-localization of a. Prediction of future demand based on 8. BENEFICIARIES OF THE INITIATIVE: The ■■ The study of potential demand to drive tourists through connection to Wi-Fi spots flight reservations. Observatory works with different public and new air connections. within the city. private organizations and associations such as the Association of Tourism Hotels of the b. Analysis of tourists’ opinions on Figure 2.4 Tourism Intelligence System impacts flow. accommodations, gastronomy services and Argentine Republic (AHT), the Association tourist attractions. of Hotels, Restaurants, and Cafes (AHRCC), the Association of Travel Agencies , the c. Estimation of flight occupancy rates. Chamber of LGBT Tourism, the Association of Airlines, and others. It also cooperates d. Study of inbound and outbound passengers with the National Secretariat for Tourism per flight. of Argentina, the National Direction of Migration, the National Aviation Council, e. Analysis of tourist mobility throughout Aeropuertos Argentina 2000, and public the city, neighbourhoods (including special bodies at the local level in fields such as events such as the San Telmo fair), events culture, heritage, gastronomy, public space Source: Sistema de Inteligencia Turística

94 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 95 Chengdu China3

96 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 97 Figure 3.1 Brief Introduction of Chengdu3

Chengdu covers an urban area of 3,639.81 km2, with 885.6 km2 of constructed area.

Located at the western edge of Sichuan Basin, and east of Qinghai-Tibet Plateau, Chengdu boarders Deyang city to the northeast, Ziyang city to the southeast, Meishan city to the south, Ya’an city to the southeast and Aba (Ngawa) Tibetan Taikoo Li and Qiang Autonomous Prefecture to the northwest.

3.1 Brief Introduction of Chen­ 7,000 tourist hotels have been constructed. gdu Tourism As the fourth Chinese mainland city and the first one in Western China to implement the Chengdu has many nicknames such as 72-hour visa-free transit policy, Chengdu Figure 3.2 Chengdu Downtown Location Map4 the Brocade City (Jincheng) and the City of will become the third city on the Chinese Hibiscus (Rong for short). Renowned since mainland, and the first in Western China, to Chengdu has direct jurisdiction ancient times as a Land of Abundance have two international airports. Chengdu over 11 districts (Jinjiang, due to its fertile plain (see Fig. 1 and Fig. has opened a total of 335 air routes, Qingyang, Jinniu, Wuhou, 2), Chengdu is home to giant pandas, including 114 international (regional) Chenghua, Longquanyi, Qingbaijiang, etc.), Tianfu New China’s national treasure that enjoys great routes and 203 domestic routes, setting Area, and Chengdu High- popularity among people around the world. up a network of international air routes tech Industrial Development Named as the Cultural City with the Most that covers the whole of Asia with direct Zone, Chengdu Economic and Technological Development Chinese Characteristics, the Best Tourism flights to North America, Europe, Oceania Zone, 5 country-level cities City in China, the City of Gastronomy and Africa. In recent years, Chengdu has (Jianyang, Dujiangyan, Pengzhou, Qionglai and among others, Chengdu boasts two hosted numerous world meetings, events Chongzhou), and 4 counties UNESCO world heritage sites: Dujiangyan and activities such as the G20 Financial (Jintang, Dayi, Pujiang and Irrigation System and Mount Qingcheng. In Leaders’ Meeting, the Fortune Global Xinjin). addition, Chengdu has four national scenic Forum, the World Chinese Entrepreneurs attractions, four national forest parks, and Convention (WCEC), the 22nd General one national Geopark, and the city has also Assembly of United Nations World Tourism built 91 A-class scenic spots1. More than Organization (UNWTO), the First General

98 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 99 8 Figure 3.3 Chengdu Tourism Growth Foundation and Overview5 laying a solid foundation for its Smart Tourism Chengdu characteristics . growth. All of these are essential for realizing the core theme of “open and sharing, efficient Efficient Intelligence-Chengdu carries intelligence, and industrial innovation”. forward big data construction in culture, radio? and tourism, and establishes a Open and sharing–Chengdu injects platform for “Data Collection”, giving full Smart Tourism into the construction of a play to big data, cloud computing, Artificial beautiful park-like city that is intelligent and Intelligence (AI), block chain and other comfortable to live in6. Specifically, Chengdu new generation information technologies. set up Tianfu Citizen Cloud platform Besides, we combine the forces of the and quickly built up fast and convenient government and market, and solve the infrastructure in terms of smart community, problems such as fragmented assembly, healthcare and transportation. Furthermore, application, data and service, so as to we will make great efforts to facilitate Smart advance the progress of Smart Tourism Tourism to enrich and benefit tourists, and to driven by data. For that, we will push push forward the project of targeted poverty forward with big data for culture, radio and alleviation through rural tourism7, so as to tourism in Chengdu, to achieve city-wide construct a model world tourist city featuring and full chain coverage9 10.

Figure 3.4 Core Theme of Smart Tourism City Assembly of the World Tourism Alliance modernized smart cultural tourism city and the Belt and Road Tourism Minister characterized by “primary and secondary Roundtable. inclusiveness; open and sharing” in terms of innovative technological methods, In 2018, for example, Chengdu welcomed operation and management, and service 240 million tourists, up 15.9% from last and marketing model. year, grossing a total of 371.26 billion yuan 2 of revenue, up 22.8% (see Fig. 3) from 3.2 Core Theme of and Contr­ last year. In the meanwhile, however, the ibutions to Smart Tourism surge in the number of tourists brings great pressure to the transportation, services, and Chengdu enjoys various competitive emergency treatment facilities. Hence there strengths, including a comfortable living is a great need for a higher quality of smart, environment, a vast economic hinterland, a intelligent, and digitalized tourism. For diverse talent pool, comprehensive industries, that, Chengdu, based on the construction a favorable business environment, as well as of a Smart Tourism city, strives to build a convenient government affairs services, all

100 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 101 Industrial Innovation–Positioned as the study and leisure tourism. Chengdu will Tourism, Chengdu assists enterprises in 3.4 Performance and the Building “Land of Giant Pandas”, and “Land of develop Smart Tourism by constructing a tapping targeted markets at home and of a Smart Tourism City Ease”, Chengdu rolls out an all-round smart city, driving the city with data, and abroad, and develops a high-quality, upgrade to Smart Tourism + (See Figure strengthen functional energy levels and soft efficient Smart Tourism industry. For that, 3.4.1 Development Goals of a Smart 4). In order to raise Chengdu’s prestige in power so as to maintain harmony among we must promote the upgrading of Smart Tourism City the world, we need to drive its tourism onto tourists, residents, enterprises and the Tourism, and improve the innovative the international path, and hold numerous government. application of tourism big data, and take Chengdu’s Smart Tourism is designed campaigns such as international and the lead in generating scale effects in to lay the infrastructure’s foundation, regional conferences, exhibitions, cultural 3.3.2 Making Smart Decisions Driven the market. At the same time, we need to implement the “Smart Tourism +” plan, and exchanges, sports and art, gourmet by Data advance the integration of tourism with establish a big data ecosystem for tourism, festivals and other leisure activities here. culture, sports, education, exhibition, thereby improving smart cultural tourism Centered on Smart Tourism, Chengdu will Backed by Data Collection, Chengdu must commerce and other industries. service (see Fig 5). The development produce plentiful tourist products including focus on constructing a big data center and goals include A: grasping the opportunity heritage sites, entertainment, shopping, advancing the progress of decision-making, of big data to improve the infrastructure gourmet dining, business exhibition, management, and innovation driven by cultural creativity and health resorts 11 12. data. On top of that, Chengdu strives Figure 3.5 Development Goals of Smart Tourism City to construct data-driven Smart Tourism 3.3 Mission and Vision of Smart via exploratory application of Internet of Tourism City Things (IoT), cloud computing, AI and other modern information technologies to 3.3.1 Building a Convenient Smart achieve wide-area data coverage. By doing City so, Chengdu assists enterprises in tapping targeted markets at home and abroad, Chengdu aims to gather strength and and develops a high-quality, efficient Smart resources from all sectors on the basis of Tourism industry, in order to promote the management service, to promote the smart, overall benefits of society and the market digitalized, and intelligent development of to build itself into a modern Smart Tourism tourism, thereby providing individualized city. and smart service for local residents and tourists. Guided by the sustainable principle 3.3.3 Developing a Multi-dimensional of “primary and secondary inclusiveness, Smart Industry open and sharing”, Chengdu meets the needs of tourists and residents in regards to Chengdu gives full play to modern catering, accommodations, transportation, information technologies such as IoT, cloud touring, entertainment, shopping as well as computing and AI to achieve wide-area the development of business, healthcare, data coverage. In order to construct Smart

102 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 103 construction of Smart Tourism. For that, we the infrastructure of Smart Tourism, (2) Improving Smart Tourism’s Infrastructure software as a service (SaaS), to construct need to promote the upgrading of traditional increase the level of marketing and Capacity an essential data-driven framework15. In tourism and the progress of Smart Tourism, public information services as well as the detail, we will comprehensively integrate and build a tourism system with information intensive management and personalized Chengdu facilitates the construction the management functions of multiple applications in Chengdu, one that service of tourism enterprises. What’s of infrastructure such as broadband, departments, exchange information on utilizes Smart Tourism products, sectors, more, Chengdu will enhance supervision wireless networks, direct international major issues and decisions, so as to transportation, environment and culture. of the tourism industry and facilitate Smart exclusive circuits, city-wide direct internet help departments better collaborate with B: based on information, implementing the Tourism construction in the districts (cities) connections, a base of data storage one another with a higher management “Smart Tourism +” plan, integrating multiple city districts and counties, to drive a and backup for disaster recovery, and a efficiency. Building a service platform for sectors like healthcare, research and study, modernized, intelligent and Smart Tourism cloud computing center. On top of that, Smart Tourism includes web portals and industry, agriculture, sports, and culture into via information application. We aim to build Chengdu has established a communication intelligent mobile terminals. The result will tourism, so as to promote the upgrading of a big data application platform and Smart infrastructure system ranging from be an improved level of service and tourist industrial structure by driving the progress Tourism service mechanism (See Fig. 6) in transmitting, exchanging, storing, backup experience. Furthermore, based on the of tourism via project construction, and a multiple-dimensional and comprehensive for disaster recovery, public computing information of accurate tourist sources, establish an ecological environment for the manner, setting a model for Smart Tourism to public safety, and promotes integrated we will establish a marketing platform for big data industry. C: via scientific strategies construction in China. service in the sectors of network Smart Tourism that includes a network data grounded on the big data platform, transmission, information distribution, monitoring and analysis system, a statistical breaking through the communication (1) Issuing Specifications for Smart Tourism computing storage and information analysis system of tourist vehicles, and a barriers and facilitating coordination safety. In short, Chengdu plans to create communication capacity monitoring and between official departments to achieve Chengdu has compiled a series of location a 24/7 “City Brain” that is able to monitor analysis system. We will carry out targeted efficient governance. Additionally, during standards of Smart Tourism, such as online, analyze, predict and command marketing and offer accurate feedback and important holidays, we offer technical Specifications for Tourism Informatization in emergencies, greatly enhancing the decision-making assistance for the growth support for multiple departments to make Service in Chengdu, Construction supporting capacity of infrastructure for of tourism. This necessitates conduct chain joint decisions, monitor the visitor flow Specifications for Smart Tourism Attractions Smart Tourism (See Fig.7). analysis of cross-platform communication, volume of tourist attractions in real time and in Chengdu, Construction Specifications impact evaluation of media communication send warnings when necessary. for Smart Tourism Hotels in Chengdu, (3) Constructing a Public Service Platform and other technological innovation Construction Specifications for Smart for Smart Tourism13 methods, to analyze the communication 3.4.2 Construction Tasks of a Smart Tourism Travel Agencies in Chengdu. In capacity of targeted marketing, marketing Tourism City Platform addition, Chengdu will make solid progress According to the general concept of depth, and distribution channels, and the in the evaluation of demonstration units intensive construction, collaborative effects of information communication. The Construction of Smart Tourism in for tourist attractions, hotels and travel governance, intelligence decision-making Chengdu is based on the needs of agencies, and give one-off bonuses to units and diversified application14, we plan (4) Promoting Tourism Information tourists, and on making the most efficient that are up to evaluation standards, so as to to build up a big data center of cultural Application Infrastructure use of modern information technologies. rank among the top cities in Smart Tourism tourism, a big data infrastructure as a Specifically, Chengdu needs to improve construction. service (IaaS), management platform We should achieve full coverage of wireless as a service (PaaS) and management networks in smart hotels, wireless networks

104 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 105 Figure 3.6 Structure of Chengdu Smart Tourism Figure 3.7 Framework of Big Data Application Platform in Chengdu

and mobile communication signals at 3.4.3 Major Influences and Achievements smart tourist attractions, and wireless of Smart City Tourism networks in tourist reception areas in smart travel agencies, and provide tourists with (1) Impacts of a Smart Tourism City the terminal equipment to utilize wireless brands and industrial upgrading and standardization for Smart Tourism, networks16 17. To be more specific, we The task of building Chengdu into a maintain sustainable development, to digitalization of tourism governance, and plan to carry out demonstration projects Smart Tourism city will be completed increase tourists’ satisfaction and loyalty diversification of industrial innovation (See of e-interpretation and smart tour guides via multi-source and multi-dimension to tourism brands. Finally, for the Chengdu Fig. 9). at key tourist attractions, trying to achieve system integration and the construction Municipal People’s Government, the Smart full coverage in AAA and above tourist of an isomerized, intensified and cross- Tourism city platform will drive multisource A. Standardization for Smart Tourism attractions across Chengdu by 2020. We department big data platform with the data integration for the government and plan to cover major tourist attractions with following results: First, for Chengdu enterprises to cooperate, so as to improve To further implement the national smart city digital devices and multimedia tools, such citizens, the Smart Tourism city will, within the service and management performance pilot projects and facilitate the construction as interactive touch screens and tablets, the framework of primary-secondary of both parties, break through the data of Smart Tourism in Chengdu, a total of ten for the purpose of information exchange. inclusiveness, provide them with one- barriers for the purpose of scientific demonstration Smart Tourism attractions, In addition, we will launch the “tourism + stop city service and make their lives decision-making (See Fig. 8). 15 demonstration restaurants, and 21 financial payment” one-card system and happier. Second, for tourists and tourism demonstration hotels were selected in annual cards for tourist attractions with enterprises, the Smart Tourism city platform (2) Major Achievements the light of Construction Specifications Chengdu’s local characteristics, enabling will add more value to tourism services, for Smart Tourism Attractions, Hotels, tourists to “tour around Chengdu with just improve their management efficiency Major achievements of building Chengdu and Travel Agencies in Chengdu. We one card”. and performance, help publicize tourism into a Smart Tourism city are as follows: will carry out demonstration projects of

106 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 107 Figure 3.8 Major Influences of Smart Tourism City18 Figure 3.9 Expectations of Smart Tourism City

e-interpretation and smart tour guides at Radio and TV, Press and Publication Bureau key tourist attractions, and cover major as well as tourism-related departments. tourist attractions and tourist distribution These “multiple supports” are the tourism centers with tourism information interaction data from Chengdu city and its districts and terminals such as PCs, tablets and counties. In establishing the digitalization interactive touch screens. On top of that, of tourism governance, we aim to offer we need to give full play to VR, AR, MR and tourism enterprises more convenient third- holographic imagery to launch experiential party data interfaces and platforms, to projects like animation tourism that tourists drive cooperation among departments can participate in. by “centralized management, unified we need to develop visualized mobile and push notification services for tourists. maintenance, single sign on (SSO), and platforms like big data platform, WeChat mini B. Digitalization of Tourism Governance data sharing19” (see Fig. 10). Through data programs, and mobile Apps, to provide public 3.5 Innovations of Smart City analysis of tourist numbers, revenue and service information about tourism, understand Tourism Digitalization of tourism governance is distribution, Chengdu can further optimize tourists’ needs in time, and set up a better reflected on the “light, isomerized and allocation of tourism resources. public service system. In doing so, we strive 3.5.1 Innovation in Institutions and transboundary” big data platform with to make tourists more satisfied and conduct a Policies to Drive the Development of “one center and multiple supports” built on C. Diversification of Industrial Innovation smart marketing platform for rural tourism that Chengdu as an International Tourist City multiple information technologies. The “one integrates local products, consulting services center” refers to the office system between We must organically integrate multisource and marketing supervision, to further provide Chengdu signed the Strategic Cooperation tourism enterprises and Chengdu Culture, and multi-dimensional data. In other words, individualized and convenient online booking Frame Agreement with the China Tourism

108 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 109 Figure 3.10 Multi-department Interaction Network counties), forming a development pattern Tianfu Citizen Cloud, a one-stop, mobile of “integration, interconnection, information “Internet +” platform that offers citizens sharing, and cooperation” for all-for-one comprehensive and convenient services tourism. like e-government, transportation, medical service, and cultural tourism service. 3.5.2 Innovation in Technology Application to Drive the Progress of Tourism (2) Innovative Application of Smart Technologies (1) Innovation in Application Platform Chengdu, selected as one of the first cities Via data fusion technologies like cloud for 5G commercial use, is trying to make computing and distributed storage, itself into the “A City of the Future, a Capital Chengdu has established application of 5G” (see Fig. 11). Dujiangyan has been platforms of data integration20 21, an applying 5G Smart Tourism technologies, achieved innovation goals in data fusion such as Ultra HD livestreaming at tourist for Smart Tourism22. For example, we have attractions and 5G real-time monitoring of set up a data center and command center the visitor flow volume, and using a “VR in Dujiangyan, giving full play to cutting- panorama of Chengdu” to catalyze the edge technologies like big data, cloud “5G + cloud VR” industry and promote the computing, IoT and AI, making Chengdu progress of 5G applications like tourism a pioneer practitioner in information big data, IoT and VR. As a result, tourists application of all-for-one tourism across can watch the VR livestreaming of multiple China. For tourists, Chengdu, based on scenic spots at Dujiangyan. At the same Academy, the Europe China One Belt One horizontal and longitudinal data with all- its mobile end, has developed functions time, at Sino-Ocean Taikoo Li Chengdu, Road Culture & Tourism Development for-one tourism big data (online enterprise like live-stream at tourist attractions, tourists can see “dinosaurs” wandering on Committee, and the EU Project Innovation data, and the data from China Telecom, guide to tourist attractions, voice guide, the street via a MR headset. In addition, Center (EUPIC) to give full play to its China Mobile, China Unicom, as well as tourist Q&A, and complaint notification, Chengdu Research Base of Giant Panda resource advantages, so as to jointly environmental protection, traffic and public demonstrating Chengdu’s excellent cultural Breeding has built up comprehensive theme facilitate tourism progress between Europe security departments) as the innovative tourism resources to every Chinese tourist, pavilions via innovative technologies to and China, and establish a system of resource and traditional statistics (received and achieving full-coverage on catering, study and protect pandas, promote popular tourism data exchange. Guiding Opinions data and sampling survey data by the accommodations, transportation, shopping science education, advertise, and offer on Promoting the Big Data Construction of statistical bureau) as the basic resource, and entertainment as well as on new entertainment and recreation. So, tourists can All-For-One Tourism, issued in July of 2018, to construct a system of “one center and sectors like business, healthcare, study, enjoy a higher-quality, deeper experience via proposed demands of a high starting point, multiple supports” (Chengdu’s all-for-one leisure and adventure tourism. For citizens, VR technology. (see Fig. 12). high standards and high levels. According tourism data center, as well as tourism Chengdu has especially created the to the Opinions, we must integrate both data from enterprises, districts (cities) and

110 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 111 Figure 3.11 Operation and Management Mode of Smart Tourism

City of Future, Capital of 5G

Figure 3.12 Big Data Platform of Emergency Mode

Watch Pandas via VR

3.5.3 Innovation in Management response law enforcement system and Mode to Improve Efficiency tourist calling system, and then combine them into the emergency command center We need to employ multiple modes in a (see Fig. 14). Within one hour before flexible way for real occasions (see Fig. the 2017 Jiuzhaigou earthquake took 13). For example, the Mount Qingcheng place on August 8, the monitoring team and Dujiangyan Smart Tourism big data of Chengdu obtained the accurate point platform will adapt the smart application location, and the real-time condition of tour mode of “anticipation, safeguard plan and guides, vehicles and tourists, and then resource allocation”23. The contingency analyzed data to help multiple departments mode is designed specifically to cope with collaborate to carry out efficient, orderly emergencies in traffic, hygiene and public emergency evacuation (see Fig. 15). Since order during the peak season. In detail, the Spring Festival of 2019, Chengdu based on communication technologies like Culture, Radio and TV, Press & Publication Beidou Navigation Satellite System, video Bureau has moved into the Chengdu Smart monitoring and wireless intercoms, we will Governance Center with other relevant establish an intensive, efficient, and quick- municipal departments (emergency, public

112 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 113 Figure 3.13 How We Managed Jiuzhaigou Earthquake Figure 3.15 Real Picture of Big Data Platform of Chengdu Cultural Tourism

security, transportation, urban park, market to exert stronger security monitoring supervision, meteorology, statistics and capabilities and emergency management water service), to make concerted efforts at tourist attractions. We are also trying in operation and analysis, early warning, to create an early warning and intelligent consultation and coordination, service and voice system that monitors the loading assurance, and emergency management a rate of visitors at tourist attractions in real reality. With supervision priorities taken into time based on tourist LBS. Frequency of Figure 3.14 Big Data Platform of Holiday Mode consideration, we will try to build a holiday- updating and monitoring on visitor flow mode big data platform that integrates a volume can be as fast as once every five government affairs cloud, a citizen cloud, minutes, more than six times the efficiency traffic data, environmental protection data, of the original system. and business tourism data (see Fig. 16 and Fig. 17), to further release more dynamic 3.5.4 Innovation in Service and Marketing information and better guide visitor flow Modes to Increase Satisfaction24 during holidays and other peak seasons. In doing so, we aim to perfect our video (1) Tourism Monitoring monitoring system for tourist attractions, and our early warning professional Chengdu has seamlessly connected with meteorology system, monitoring in the 12301, the national tourism supervision case of a geological disaster, and the service platform of China, to keep up- environment. In addition, we share and to-date with the real-time coordinates synchronize information with the emergency and traces of all the tour groups in the platforms of command centers at all levels, city (see Fig. 18). In the meantime,

114 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 115 multiple departments can collaborate to Emergency Tabletop Exercise for “May Figure 3.18 Emergency Tabletop Exercise on Rock Avalanche of Mount Qingcheng supervise, offer services, or implement 1st” Cultural Tourism and Holiday Security contingency plans, creating a system Work Conference (See Fig. 19, Fig. 20 of dynamic monitoring and feedback and Fig. 21). Backed by the resources between tourism departments and other of the Chengdu Smart Governance departments or ministries, offering tourists Center and the Emergency Platform of a comfortable and safe experience. On Cultural Tourism Big Data Monitoring, we April 30, 2019, Chengdu held the Security initiated multiple exercises via centralized

Figure 3.16 Real-time Coordinates and Tracks of Tour Groups

Figure 3.17 Security Emergency Tabletop Exercise for “May 1st” Cultural Tourism and Holiday command and expert assessment at the management departments, we tested the Security Work Conference Smart Governance Centers in Wuhou emergency treatment mechanism of district District, Shuangliu District and Dujiangyan. (city) and county governments as well as Specifically, we simulated various types of relevant functional departments, assessed potential yet probable accidents such as the operability of their emergency plans exceeding the maximum tourist loading and their ability to put them into practice. rate, a sudden fire, a tourist drowning, and By doing so, we carried out drills instead a rock avalanche at three tourist attractions- of training, to efficiently improve our ability Huanglongxi, Jinli and Mount Qingcheng. to handle emergencies, highlighting Via Q&A with municipal departments and the coordinated teamwork by municipal command centers at district (city) and and county governments and relevant county level, and tabletop exercises of field departments.

116 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 117 Figure 3.19 Giving Commands on Emergency Exercise in Branch of Dujiangyan Smart Governance Center Figure 3.20 App Interface of “tour around Chengdu with one cellphone”

(2) Tourist Service destinations. Additionally, our App provides tourists with self-help tour guidance, profile Chengdu has held “tour around Chengdu identification for reservations and getting with one cellphone” to help tourists enjoy in line, and an online mall, with service “Smart Tourism in Chengdu”. For that, we channels like “one-button tour”, “one-button have created a mobile App that offers reservation” and “one-button complaint”, a variety of information on navigation, thereby comprehensively improving introduction, tour guidance and shopping the quality of our service and tourists’ guidance at tourist attractions (see Fig. satisfaction. 22), enabling tourist access to information about entertainment facilities, activities, tour (3) Innovation in Marketing industries-“Land of Giant Pandas, City of Convention; festivals like the Giant Panda routes, promotions and discounts. Our App Leisure, City of Gastronomy, and City of International Eco-Tourism Festival, the can locate tourists in real time via intelligent Chengdu will integrate Smart Tourism with Exhibitions” (see Fig. 23). The focus, in Intangible Cultural Heritage Festival, the navigation to automatically identify the festivals, network platforms, marketing the meantime, will be centered on holding International Gourmet Festival, and the location of tourists and recommend scenic channels and media operations, so as to the following three major forums-Fortune International Village & Ancient Town Tourism spots or supporting facilities nearby, and build a marketing mode that centers on Global Forum, World Tourism Destinations Festival; and three major competitions- to recommend the best tour routes and the innovation labels of its own special Forum, and World Chinese Entrepreneurs World Destination City Selection, “Enjoy

118 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 119 Figure 3.21 Global Smart Marketing Platform Figure 3.22 Marketing Mode of Smart Tourism

Chengdu” International Photography citizens, tourists, enterprises and the

Competition, and the China International government (see Fig. 25). Figure 3.23 Main Beneficiaries of Smart Tourism City Mountain Quest. In essence, we use big data from signaling terminals to accurately For citizens, against the backdrop of profile the identity characteristics and tour building Chengdu into a Smart Tourism preferences of tourists, making the best city, we make great efforts to promote of new marketing channels like Weibo, the Internet + tourism mode, to provide WeChat, micro film and Apps for the citizens with convenient one-stop service purpose of sustainable operation (see with the help from integrated life platforms Fig. 24). In so doing, we strive to make like “We Are In Chengdu”, “Tianfu Citizen tourism marketing much more accurate, Cloud” and “Tour around Chengdu with widespread, targeted, responsive, and one cellphone”, making citizens’ lives and intelligent. suburb tours more convenient, making life in Chengdu more modernized. 3.6 Beneficiaries of Smart Tourism City Development For tourists, based on the driving force of “primary-secondary inclusiveness”, we The main beneficiaries of developing give impulse to a tourism service system Chengdu into a Smart Tourism city are supported by big data, draw support from

120 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 121 modern information technology, achieve For the government, grounded on the big Attached Fig. 2 Real-time Distribution of Law Enforcement Officials of Cultural Tourism Big Data B/C/G connection, establishing an all- data information platform and third-party Platform round, multi-dimensional, all-in-one tourism data interface, we give shape to the data ecosphere, providing tourists with the exchange among government departments, most comfortable and convenient travel as well as between the government and experience. enterprises. As a result, we will realize multi- level interaction between the government For enterprises, Smart Tourism now and enterprises, level up the service and helps tourism enterprises in Chengdu management of government departments, analyze user behavior, as well as monitor to achieve scientific governance and smart tourist attractions in real time via big data decision-making. platforms, hence optimizing the operation mode of tourism, establishing excellent 3.7 Attachment tourism service, and promoting the upgrading of product structure, so as to 3.7.1 Big Data Construction of improve the reputation, targeted marketing, Cultural Tourism in Chengdu and operating income. Based on the demands of Data Collection

Attached Fig. 1 Cultural Tourism Big Data Platform Collection Center Attached Fig. 3 Real-time Video Monitoring by Cultural Tourism Big Data

122 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 123 Attached Fig. 4 Data of Industrial Base and History Statistical Indexes of Cultural Tourism Big Data enterprise, tourist and citizen. First, data, to probe into the development Platform according to the technical standards and patterns of the tourism market and tap into demands raised by the Chengdu Smart the market advantages. Governance Center, we try to upgrade the core framework of cultural tourism big 3.7.2 Cases of Smart Tourism data platform. Second, we developed an intelligent data collection platform center (1) Mount Qingcheng - Dujiangyan to ensure the accomplishment of Data Collection task. Third, we build up an The Dujiangyan Digital Information Network emergency mechanism in the platform to Management Center has established an better cope with all sorts of emergencies. intelligent system that, centered on “two Fourth, we upgraded video monitoring centers, one database and two platforms”, at the Smart Governance Center to meet covers Smart Management, Smart Service national standards, to further achieve and Smart Marketing with its over 30 sub- omnidirectional video monitoring. Last, systems, helping Dujiangyan make the we will continue to build a statistical and initial step towards the goal of “digital analytical model of cultural tourism big resource protection, intelligent operation

Attached Fig. 5 Real-time Video Monitoring at Mount Qingcheng Digital Information Network Management Center

proposed by the CPC Chengdu Municipal products and more refined services”. In Committee and the Chengdu Municipal detail, the government and markets make People’s Government, we adhere to the concerted efforts to gather government plan of “intensive construction, coordinated affairs data resources, input more historical governance, intelligent decision-making, data, enhance data mining and analyzing, and diversified application”, striving crack barriers of data sharing, in order to to achieve the goal of “more accurate achieve full-chain and city-wide coverage analysis, more precise decision-making, in cultural tourism big data construction more targeted marketing, more elaborate from four dimensions-government,

124 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 125 Attached Fig. 6 Platform Interface of Dujiangyan Tourism Big Data Center Attached Fig. 8 App Interface of “Tour around Dujiangyan with one cellphone”

Attached Fig. 7 Monitoring, Warning and Satisfaction Analysis at Dujiangyan Tourism Big Data Center Attached Fig. 9 Functions of “Tour around Dujiangyan with one cellphone”

126 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 127 and management, and industrial integration (2) Happy Valley Chengdu Attached Fig. 10 Smart Tourism App of “Happy Valley” network”. The Center won the “Best Demonstration Smart Tourism Attraction” The Smart Tourism App “Happy Valley” awarded by the Ministry of Culture and is a mobile application that integrates Tourism, and the “Demonstration Based on guidance in navigation, introduction, tour Smart Tourist Attraction” by the Ministry of guidance and shopping guidance at Housing and Urban-Rural Development of tourist attractions, providing tourists with the People’s Republic of China, and was information on entertainment facilities, responsible for the Demonstration Project of activities, tour routes, and promotions and Smart Tourism Application with the Beidou discounts. The App can also locate tourists Navigation Satellite System’s 13th five-year in real time via intelligent navigation, to plan. During 2017-2019, the information automatically identify their location and application project was included in the recommend scenic spots or supporting National Project of Building Facilities for facilities nearby, and to recommend the Protecting and Utilizing Cultural and Natural best tour routes and destinations. In Heritages of the 13th five-year plan. What’s addition, we carry out interactive activities more, we have developed a mini WeChat via our official Weibo, WeChat account program called “Tour around Dujiangyan and promotion platforms, to trigger further into “WeChat + wristwatch” self-help rental comprehensive intelligent management with one Cellphone”, covering pre-tour, tour advertisements by giving out prizes, lockers, and offers rafts and small electric platform centered on tourists’ experiences and post-tour stages. With it, tourists can strengthening brand building and elevating cars for tourists to rent by themselves. with priority in big data and future market get information on every tourist attraction at the functions of our service system to an Tourists, on the other hand, can book tickets planning. Xiling has also integrated Dujiangyan, as well as intelligent functions even higher level. online, order meals, register complaints information applications into hardware to like one-button shopping, consulting, or give rewards, get in line, and look at bring about the following five functions: one-button complaint, one-button flower (3) Guosetianxiang Theme Park voice or map guidance on their cellphones. an intelligent mobile ticket system that identification, one-button tour, one-button All of these not only make tourists more matches with current e-commerce restroom location and big data application. At the Guosetianxiang Theme Park satisfied, but also reduce operation costs platforms; an intelligent parking guidance Besides, tourists can also get access to of Chengdu, we have established an Another App “Zouquwan” developed by system; a multi-level tourist distribution information about traffic, remaining spots advanced system of booking and checking Guosetianxiang Theme Park has integrated system; an intelligent information release in parking lots, weather forecasts and air tickets, so that tourists can scan their the resources of nearby tourist attractions to system; and a comprehensive data analysis quality. Based on the functions above, ID card or QR Code to gain admission. offer tourists more convenient and diverse system. In particular, Xiling releases real- our App can plan a reasonable tour route Besides, “Aileyuan”, our independently services. time queueing status on large screens in for tourists and give them a pleasant developed system, offers self-help the parking lots and on the “En Route” App, experience of “Touring around Dujiangyan tour guidance, profile identification for (4) Xiling Snow Mountain so that tourists can choose to play in the with one Cellphone”. reservations and getting in line, and online tourist center or at other experience stores mall service. In detail, we have transformed Via management by information application, to enjoy a more satisfactory journey. the traditional lockers at the water park Xiling Snow Mountain has built up a

128 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 129 Attached Fig. 11 Smart Tourism Apps in Guosetianxiang Theme Park Attached Fig. 13 Visualized Platform of Tour Bus Big Data in Guosetianxiang Theme Park

Attached Fig. 14 Intelligent Comprehensive Management Platform of Xiling Snow Mountain

Attached Fig. 12 Smart Tourism Functions of Guosetianxiang Theme Park

130 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 131 Night view of Chengdu

Chapter 3 Endnotes Committee (2018). Decision of CPC Chengdu (2012). Chengdu Overall Planning of “International Work Plan for the Pilot Program of Chongzhou All- Municipal Committee on thoroughly studying Tourism Destination”. for-one Tourism Big Data Platform. 1 Sichuan Provincial Tourism Development Committee implementing the guiding principles from General 12 Chengdu Municipal Tourism Administration (2017). The 19 Chengdu Municipal Tourism Administration (2018). (2017). Sichuan Tourism Yearbook 2017. Secretary Xi Jinping’s important instructions in 13th Five-Year Plan for Tourism Industry in Chengdu. Combination of Government,Industry,University 2 Information Office of Chengdu Municipal People's his visit to Chengdu and speeding up building 13 Chengdu Municipal Tourism Administration (2017). and Research to Build an Open and Inclusive Government (2018). Chengdu Economic Chengdu into a beautiful and livable park city. The 13th Five-Year Plan for Tourism Industry in Regional Tourism Data Center. Performance in the first half year of 2018. http:// 7 Chengdu Municipal Tourism Administration (2017). Chengdu. 20 Chengdu Municipal People's Government (2019). www.chengdu.gov.cn/chengdu/c120590/2018- The 13th Five-Year Plan for Tourism Industry in 14 Chengdu Culture, Radio and TV, Press and Notice of the General Office of Chengdu Municipal 10/11/content_c09347aa84bf4274a17576b8435788 Chengdu. Publication Bureau (2019). Work Plan for Data People’s Government on Launching the Data 4e.shtml 8 Chengdu Municipal Tourism Administration (2017). Collection of Chengdu Culture, Radio and TV, Collection of Smart Governance Center in Chengdu. 3 Figure Source: Chengdu Planning and Management The 13th Five-Year Plan for Tourism Industry in Press and Publication Bureau. 21 Chengdu Municipal Tourism Administration (2018). Bureau; Content Source: Chengdu Municipal Chengdu. 15 Chengdu Municipal Tourism Administration (2018). Work Plan for the Pilot Program of Chongzhou All- People's Government Official Web Portal 9 General Office of Chengdu Municipal People’s Research and Work Plan on Constructing Big Data for-one Tourism Big Data Platform. http://www.chengdu.gov.cn/chengdu/rscd/dlwz.shtml Government (2019). Notice of the General Office for All-for-one Tourism in Chengdu. 22 Mount Qingcheng-Dujiangyan Administration 4 Figure Source: Chengdu Tiandi Map http://www. of Chengdu Municipal People’s Government on 16 Chengdu Municipal Tourism Administration (2017). Bureau (2018). Mount Qingcheng and Dujiangyan tianditucd.cn/index.jsp; Content Source: Chengdu Launching the Data Collection of Smart Governance The 13th Five-Year Plan for Tourism Industry in Smart Tourism Big Data Center. Municipal People's Government Official Web Portal Center in Chengdu. Chengdu. 23 Mount Qingcheng-Dujiangyan Administration http://www.chengdu.gov.cn/chengdu/rscd/xzqhyrk. 10 Chengdu Tourism Industry Development Leading 17 Chengdu Municipal Bureau of Quality and Bureau (2018). Mount Qingcheng and Dujiangyan shtml Group Office (2018). Guiding Opinion on Technical Supervision (2013). Construction Smart Tourism Big Data Center. 5 Chengdu Bureau of Statistics (2009-2018). Promoting the Construction of Big Data for All-for- Specifications for Smart Tourism Travel Agencies 24 Chengdu Municipal Tourism Administration (2018). Chengdu Statistical Yearbook. one Tourism. in Chengdu. Work Plan for the Pilot Program of Chongzhou All- 6  The General Office of CPC Chengdu Municipal 11 Chengdu Municipal Tourism Administration 18 Chengdu Municipal Tourism Administration (2018). for-one Tourism Big Data Platform.

132 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 133 Guiyang City China4

134 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 135 4A level to 19. Besides, recently it launched in the system of Ctrip, and gained insight new scenic spots and new programs such as into tourism destinations from various Shanquan Lake Park, Nanshan Post House, aspects, including users, public opinions, Fangzhou Stage, Zhenhua Wanxiang Hot competing products, related marketing and Spring, Nanjiang Water Happy Valley, Colorful development opportunities by virtue of in- Guizhou City Festival Street, Maple Leaf depth research of such data, in the hope Valley Hot Spring, Oriental Science Fiction of informing the healthy development of Valley, Nostalgia Guizhou and Four-season tourism destinations via big data. Guizhou. 1 On January 19, 2017, the first tourism big 4.1 Background of Cooperation data joint lab was established by Ctrip between Ctrip and Guiyang City and the China Tourism Academy, the first big data lab of China’s tourism industrial 4.1.1 Overview of Ctrip big data deve­ circle and academic circle. By virtue of lopment analysis and research of tourism big data accumulated by Ctrip, the tourism big data Since its establishment in 2015, the lab will provide professional data analysis Ctrip Big Data Center has integrated services integrating both market and theory data on users, behavior, orders, POI, for tourism destinations in various aspects, Street of Guiyang reviews, collections, etc., of business including tourism industry insight, data units, subsidiaries and other companies sharing, and smart tourism solutions. In 2018, the number of trips to Guiyang City of China National Travel, and won the was 188 million, a YOY increase of 26.68%, title of “2018 Top 10 Famous Festivals” in Figure 4.1 Advantages of Ctrip big data resource services realizing total tourism revenue of RMB245, “China Guiyang Summer Resort Season”, 656 million, a YoY increase of 31.23%, with “Cool Guiyang” city brand widely including 20,641,700 trips made by recognized. domestic overnight tourists and 120,000 trips by inbound overnight tourists, realizing In 2018, Guiyang had a total of 32 scenic hotel industry turnover of RMB7, 665 million, spots included into provincial tourism “1+5 a YoY increase of 12.6%. Guiyang has been 100 projects”, including one 5A level scenic rated as the “Best Summer Resort Tourism spot. Colorful Guizhou “Fengjingyan” Cultural Destination” across China consecutively for Creative Scenic Spot, Guizhou Liuguang four years. It ranked the 9th in the 2018 List Hot Spring Tourist Attraction, and Qingzhen of Global Famous Summer Resort Cities, Xiangchou Guizhou Scenic Spot were all won the titles of “Best Ecological Tourism rated as national 4A level scenic spots, Destination” and “2018 Best Quality Tourism raising the number of scenic spots above

136 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 137 Figure 4.2 Construction system of big data platform of Guiyang and big data analysis reports, whereby developing a customized interface. By Ctrip provides industrial operation data visualization processing, Guiyang smart and Guiyang City relies on industry tourism data platform displays such data management experience application in a visual manner and distributes to the data with an aim to jointly facilitate the relevant departments with an aim to guide development of destination tourism practical application by data. industry. 4.2.2 Big data analysis report 4.2.1 Big data interface On the basis of integrating and comparing On the basis of platform transaction data online operation data of Guiyang, Ctrip and by virtue of desensitization, screening has put forward development suggestions and classification, Ctrip transmits data by relying on the tourism operation and output that includes Guiyang’s online marketing experience of Ctrip. At the tourism customer flow, tourist features, same time, by public disclosure via social online consumption features, online public media and network news media, it displays opinions and hot tourism products to content such as Guiyang’s tourism specialty Guiyang’s smart tourism data platform by list to provide reference for the operation of Currently, the Ctrip Big Data Center can one network and three systems”, unifying generate ten billion of pieces of data on portals, data, interface, deployment, Figure 4.3 a daily basis, implying a volume of about support and application, and forming one- Overview of big data tourism system and application scenarios of Guiyang City 50TB/day, with coverage of 200 million stop smart tourism data platform facing active users within and without the site. tourists, enterprises and governments. Figure 2 indicates that Ctrip big data 4.1.2 Guidelines for development of tourism resources serve as an essential big data tourism in Guiyang City part of the big data platform of Guiyang.

For the purpose of facilitating the 4.2 Form of Research and development of big data tourism industry Cooperation in Smart Tourism of Guiyang City, Guiyang established the Big Data of the Parties Three-Year Action Plan for Big Data Tourism of Guiyang City in 2017, which is scheduled The cooperation between Ctrip and to be continuously implemented for three Guiyang Municipal Big Data Center years, thereby building a tourism big data focuses on a “data support + data comprehensive service framework of application” model, which is implemented Guiyang featuring “one center, one window, with an emphasis on big data interface

138 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 139 tourism-related companies, tourist travel, patterns and trading structure of online Figure 4.5 Visualized example of city analysis of big data tourism of Guiyang City among others. transactions in different business forms such as accommodations, transportation 4.3 Composition and Application and scenic spots; and at a micro level, it Scenarios of the Smart Tourism analyzes tourism profiles and tourist travel Big Data System of Guiyang City preference to more accurately identify the demands and behavioral features of Currently, it provides 3 systems, 12 big data different customer groups. Meanwhile, it modules, over 40 data dimensions and allows comparison with certain competing various application scenarios for Guiyang destinations, helps facilitate differentiated City on the basis of Ctrip big data tourism development deployment, and satisfies resources. diversified tourism demands of tourists, thus providing decision-making basis for refined At a macro level, it enables an under­ management, precise marketing and precise standing of overall online tourism reception deployment of tourism industry resources. of Guiyang City; at a medium level, it allows an analysis of the distribution Note: in Figure 4, “tourist age analysis” means tourist age statistics of Guiyang cities in terms of tourists in scenic spots in City on the basis of total tourists received; latest week” means ranking of Guiyang City “tourist type distribution” means percentage and other competing cites on the basis of Figure 4.4 Visualized example of customer flow analysis of big data tourism of Guiyang City of tourists of each travel category in tourists total tourists in scenic spots in latest week; received in Guiyang City; “comparison “ranking of competing cities in terms of of travel modes of tourists coming to services in scenic spots in latest week” Guiyang” means percentage of tourists means ranking on the basis of overall of each travel mode in tourists received in service scores of scenic spots for the latest Guiyang City; “distribution of transportation week; “preferred itineraries of tourists coming modes of tourists coming to Guiyang” means to Guiyang in latest week” means ranking distribution of transportation means utilized by on the basis of tourists coming to Guiyang tourists received in Guiyang; “Guiyang tourist by itineraries in the latest week; “ranking of flow forecast” means a forecast of tourist competing cites in terms of number of guests flows to Guiyang City in the future; “distribution in hotels in latest week” means ranking on the of origin provinces of tourist to Guiyang City” basis of total guests in hotels in latest week; means ranking of origin provinces on the “ranking of competing cities in terms of hotel basis of total tourists received. service quality in latest week” means ranking on the basis of hotel service scores in the Note: in Figure 5, “ranking of competing latest week.

140 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 141 4.3.1 Precise marketing tourist group— tourists accounted for a larger proportion establish supporting preferential policies, 4.3.3 Identifying hot serial itineraries precisely identifying target tourist than female in tourists from the key province etc., in combination with relevant product groups in marketing and promotion (Guangdong), the 25-34 age group came itinerary introduction and a tourism album On the basis of statistical analysis of as the largest and the most selected hotels according to popular itineraries of target serial itineraries of tourists to Guiyang According to analysis of “tourist profile” are those with price range of RMB170-300. tourists. City from different source markets, and features of Ctrip tourism big data: on the Meanwhile, it disclosed that hot source with consideration of a number of data basis of the analysis of tourism big data in cities for Guiyang City were: Guiyang, 4.3.2 Tourist flow forecast early warning indicators such as number of orders and 2018, domestic source markets of Guiyang Beijing, Shanghai, Chengdu, Chongqing, consumption amounts, it can select serial City mainly included source markets in Zunyi, Shenzhen, Guangzhou, Wuhan, On the basis of basic data of Ctrip tourism itineraries popular among tourists from key the province according to tourist data Nanjing and Liupanshui. And Guiyang City big data, it can obtain data indicators such source markets and issue to tourism-related of last year. Excluding Guizhou, the top delivered metro and outdoor ads in these as total tourist flow, holiday tourist flow and companies in the form of a data report 10 provincial-level source markets were cities accordingly. Besides, when carrying tourist flow based on forecasts of certain to provide reference for R&D of itinerary Guangdong, Beijing, Sichuan, Zhejiang, out tourism promotion in the key province models, enabling Guiyang City to carry out products, among others. Jiangsu, Shanghai, Chongqing, Hubei, (Guangdong) targeting at top source peak tourist flow early warning and help Fujian and Yunnan. These 10 source cities in 2019, it can find corresponding the Culture and Tourism Bureau and scenic 4.3.4 City analysis—maintaining city markets accounted for 47.06% of tourists to promotion locations according to tourist spots be prepared in advance for reception competitiveness Guiyang throughout the year and 52.59% features identified by tourist profile, such as of peak tourist flow. For instance, by virtue of online consumption. To be specific, male white-collar urban business districts, and of big data analysis, it can foresee a tourism By virtue of the city analysis module in peak season in the summer holiday of Ctrip tourism big data, Guiyang City can 2018, so the Guiyang Municipal Culture and select competing cities and carry out Tourism Bureau organized all offices and comparative analysis from various aspects departments to carry out specific response such as comparison of tourist flow, travel measures, including pre-holiday special features, identity features, hotel and scenic market supervision inspection, emergency spot service capacity, thereby getting a management and exercise, holiday tourism clear understanding of its advantages and data operation monitoring and statistical disadvantages in competition, analyzing analysis. In addition, it instructed scenic tourism satisfaction of tourists toward spots to enhance installation of resort and competing cities, selectively enhancing shelter facilities and equipment to ensure and improving its tourism services. a favorable environment for tourists to Guiyang.

Qingyan Town

142 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 143 Qingyan Town Silver ornaments from Guizhou

administrative management and by virtue timely early warning and help maintain 4.4.2 Data feedback to tourism industry 4.4 Suggestions on How to of a tourism word of mouth system, it stability; Use Tourism Big Data to Further After collecting data from various sources, establishes tourism credit “red and black” Serve the Construction of Smart smart tourism data platform will carry out lists, improves the data construction of Data sharing with tax authorities: transmit Tourism City comprehensive integration and analysis, tourism enterprises and tour guide credit tourism data to tax authorities to help before giving feedback to various sources systems, builds Guiyang’s tourism network Development of tourism is in full swing. them be timely informed of integrity to form urban tourist profile data, public service platform, and tries to implement Sufficient consideration should be given to violation information about tourism-related opinions monitoring data, law enforcement reform of mechanisms and systems of how to use Ctrip tourism big data to better companies such as travel agencies. data, industry development data, etc., in management of free practitioners such as serve the construction of urban smart dimensions such as product, marketing online tour guides and online ride-hailing tourism. In this regard, several suggestions Data sharing with tourism-related companies: and preference. With a focus on tourism drivers. are given as follows: after collecting data, provide industry analysis reports to travel agencies and 4.4.1 Data sharing between departments hotels free of charge about the big tourism environment of Guiyang. And at the Data sharing with public security same time implement and unify relevant Chapter 4 Endnotes departments: transmit tourism data to regulations and standards of tourism 1 Guiyang City released 2018 Global Tourism Development public security departments to carry out statistics. Report http://news.gzw.net/2019/0321/1351390.shtml

144 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 145 Helsinki The Republic of Finland5

146 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 147 5.1 Introduction destinations in Asia, including six across over one-half (55%) of all overnight stays by China in the seventh position. Chinese major cities in China - Beijing, Chongqing, in 2018. visitors to Helsinki have more than doubled 5.1.1 Basic facts Guangzhou, Nanjing, Shanghai and Xi’an. (+125%) in the last five years, registering The top six international source markets over 113,000 overnight stays in 2018.4 Located on the shore of the Gulf of The Port of Helsinki is a major sea transport for Helsinki are Russia, Germany, the USA, Finland, Helsinki is Finland’s capital hub, which became the busiest passenger Great Britain, Sweden and Japan, followed 5.1.4 Destination management and its most populous city. Helsinki’s port in Europe in 2017, serving over 12 population is approximately 650,058 and million passengers aboard 266 cruise Figure 5.1 Bednights in Helsinki, 2014-2018 Helsinki Marketing (formerly Visit Helsinki) is it is the country’s most important center for vessels.1 the marketing company owned by the City politics, education, finance, culture and of Helsinki and is responsible for Helsinki’s research. The Greater Helsinki area is the Within the city, Helsinki has an excellent operative city marketing and business world’s northernmost urban area with a public transport system consisting of partnerships. population of 1.5 million, and it is the EU’s buses, trams, the metro, local railways and northernmost capital city. ferry services. Since 2016, there is also a Helsinki Marketing’s scope of operations public bike sharing system. covers marketing activities related to The sea is an essential part of Helsinki’s tourism, congresses, events and business environment, surrounding the city to the In terms of tourist accommodations, the city promotion, application procedures for major south, east and west. The city has nearly has 71 accommodation establishments (63 events and congresses, as well as tourist 330 coastal islands, many of which are are hotels) with a total capacity of 10,085 information services. It works in close accessible for recreational use. bedrooms (as of 2018).2 In addition, Airbnb cooperation with the departments and units has substantially increased Helsinki’s total of the City of Helsinki. Source: Statistics Finland 5.1.2 Infrastructure for transport and accommodation capacity with almost 3,000 apartments and rooms available in 2018.3 connectivity Figure 5.2 Top ten countries by bednights in 5.2 Open data ecosystem - Helsinki, 2014-2018 the backbone of Helsinki’s City Helsinki has excellent transport Helsinki has excellent Internet infrastructure. Strategy infrastructure for domestic and international Large parts of the city center have free Wi- travel. The city is served by Helsinki Fi, as do many restaurants, cafes and bars, The Helsinki City Strategy 2017–2021 Airport, located in the neighbouring city and nearly all hotels. envisions Helsinki as the most functional of Vantaa, with frequent service to many city in the world. In pursuing this vision, it destinations in Europe and Asia. Around 5.1.3 Tourism flows seeks to create the best possible urban 180 international flights connect Helsinki conditions for its residents and for its to more than 140 global destinations every Helsinki recorded 4.2 million overnight visitors.5 day. stays in 2018, having crossed the four million mark for the first time in the previous One of the key objectives defined by the Finnair, Finland’s flag carrier, has more than year. Foreign demand has contributed strategy is for Helsinki to become the 80 direct flights a week from Helsinki to 14 significantly to this growth, accounting for world’s best city in utilizing digitalization. Source: Statistics Finland

148 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 149 Already recognized as one of the leading traffic and tourism, culture and recreation, teams and new app developers alike. categories or distance for example. cities in the world in terms of smart etc. city governance, the City of Helsinki’s The MyHelsinki Open API is an open Objective operating model is based on openness The free-to-use data has already been interface of three databases that offer up- and transparency, implementation of utilized by developers to develop various to-date information about places, events Helsinki Marketing’s goal was to design accessible e-services and innovative use of applications and visualizations across and activities in and around Helsinki. The a service that would help people find the mobile technology, artificial intelligence and diverse categories: the HRI showcase data is sourced from: best of Helsinki’s services and offerings in robotization. gallery (https://hri.fi/data/en_GB/showcase) a personal, inspiring and mobile-friendly lists over 200 apps and services created 1. Helsinki Marketing’s database of places. package, and to further enhance Helsinki’s 5.2.1 Helsinki Region Infoshare-the with the use of open data. international visibility and appeal. open data ecosystem 2. The Linked Events database maintained Additionally, some city authorities and by the City of Helsinki. Strategy The Helsinki Region Infoshare (HRI)6 is an companies such as the Helsinki Regional open data ecosystem set up by Forum Transport Authority (HSL), the Helsinki 3. The content management system of the The strategy was simple: MyHelsinki.fi Virium (https://forumvirium.fi), a private Region Environmental Services Authority MyHelsinki service. (www.myhelsinki.fi/en) should help visitors non-profit organization owned by the City (HSY) and Helsinki Marketing also maintain find the best local experiences in Helsinki of Helsinki, in collaboration with Helsinki’s open data services on their websites, for The MyHelsinki.fi website holds the best and the recommendations should be Urban Facts department, to make regional public access on a non-commercial basis. tourism related information available from trustworthy. information quickly and easily accessible. the City of Helsinki. Data is available in Mention should also be made of Traffic Finnish, English, Swedish and Chinese, Based on the belief that visitors are The city has worked systematically Management Finland’s open data service and can be filtered by visitors based on interested in the same things as locals, the since 2009 to facilitate access to public Digitraffic (www.digitraffic.fi), which offers Figure 5.3 MyHelsinki.fi information for use by the private sector. real time road, rail and maritime traffic This work has made Helsinki a model information across the country. city for open data, which can enable transparency in public administration, 5.2.2 MyHelsinki.fi smart tourism create new digital practices and present initiative opportunities to software developers to design new products. Helsinki Marketing, the City of Helsinki’s marketing arm, has set up the MyHelsinki The HRI data catalogue provides fast and Open API (http://open-api.myhelsinki.fi/), easy access to almost 650 datasets from which is an excellent example of a smart the cities of Helsinki, Espoo, Vantaa and tourism initiative that encourages the usage Kauniainen, across different categories of open data for both commercial purposes such as local government, the economy as well as for the city’s development. It can be and taxation, environment and nature, used by experienced project development Source: MyHelsinki.fi website

150 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 151 changed their names and content strategy 5.2.3 New business models and from Visit Helsinki to My Helsinki. The main smart tourism technology tools channels are @myhelsinki on Instagram which has attracted 132,000 followers and Free access to information available as over 367,000 posts, and Facebook which open data has led to the creation of new has over 33,000 followers to date. Both business models and innovative digital channels enjoy an organic growth of 300- services, much to the benefit of Helsinki’s 600 followers a week. local residents and visitors alike. While some projects (mainly non-commercial) are As the development continues, the service currently at an experimental stage, some aims to offer users personally tailored others have been developed commercially recommendations based on user data. and are already available in the market.

Sauna Sustainable tourism initiative The Smart City Guidance project core strategy was to have people share Additionally, the open data enables local Helsinki Marketing will launch a new Helsinki, along with the cities of Turku and their favorite places and events in Helsinki; businesses in Helsinki to gain visibility in service initiative called Think Sustainably Tampere, is building a new concept of this led to the website’s service promise, international sales and marketing channels. on MyHelsinki.fi in the summer of 2019; it Smart City Guidance (https://itsasign.fi). “Your local guide to Helsinki”. will offer consumers, residents and visitors The project’s focus is one way for residents Results alike the ability to search for sustainable and visitors to find information to improve Implementation restaurants, accommodations, activities service accessibility aside from traditional The site has enjoyed phenomenal growth in and events in the city. The service, signpost guidance to new innovations and MyHelsinki.fi is based on content and the number of visitors since its launch: developed in collaboration with local guidance from large crowds during festivals recommendations by locals. Equally, all interest groups and sustainability experts, is and mass events. concepts produced by Helsinki Marketing ■■ Site visit increased 1935% within the first based on sustainability criteria tailor-made such as #MyHelsinki Residence, a six months of its launch. for Helsinki. Over 30 rapid experiments and pilot concept inviting international influencers to projects are currently ongoing in the experience the city, rely on genuine reviews ■■ Overall, over 3.5 million annual users in Notably, most of the hotels in Helsinki have three cities, all in collaboration with local and recommendations. 2016 and 2017. been granted an eco-certificate, with more entrepreneurs and companies. than 75% of the hotel rooms in Helsinki 7 One of the key features of the website is My ■■ Visitor return rate of 30%, reading being certified as environmentally friendly. Rapid experiments started in Helsinki in Helsinki lists, a visual map of favorite places approximately three to four articles per autumn 2018. The mobile guidance service in Helsinki that can be created and shared session. Helsinki is also involved in a pilot project for will be piloted in the summer of 2019: by anyone. My Helsinki lists are a way for the Sustainable Finland concept developed 8 locals to let the world know about their city. My Helsinki was launched in August 2017, by Visit Finland. ■■ During the pilot, visitors to the Market when existing social media channels Square area and surrounding islands

152 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 153 will be able to test solutions and to give as a Service) operator, the award-winning Impact of the Whim app unique virtual reality (VR) city experience feedback. app interconnects many of the city’s created in high-quality 3D. mobility options under one subscription Since its launch in 2017, Whim’s users have ■■ The pilot will test congestion management, and within a single app. made over four million trips using different Developed by the City of Helsinki with its offering visitors alternate routes to avoid modes of transportation. Independent third partner VR-studio ZOAN, Virtual Helsinki areas with high congestion via the Market With the Whim app, users can combine, party analysis of usage data shows that Whim lets would-be tourists wander a digital twin Square mobile application. plan, and pay for public transport, taxis, car users ride public transportation significantly of Helsinki built using 3D modelling. The rentals, car sharing, and city bike trips on more (73% of all trips) compared to Helsinki aim is to profile Helsinki as a centre of VR/ ■■ The measurement will be based on the the go. residents (48% of all trips). In addition, AR expertise, as well as to attract a million occurrence of Bluetooth signals. Whim users are multimodalists, using both virtual visitors to Helsinki in 2019. Whim is currently live in Helsinki, Birmingham, bicycles and taxis to solve the first/last mile Mobility as a service app and Antwerp; it is targeted to be available in problem more often in comparison to the 5.2.4 Additional smart tourism tools ten cities by the end of 2019 and in over 100 typical Helsinki resident. One of the most innovative business cities globally within five years. New smart tourism technology tools are models developed using open access These initial findings suggest that MaaS constantly being developed and launched data is Whim, a mobility-as-a-service app, The Finnish startup is the winner of the allows more holistic use of existing public in the City of Helsinki. Examples include: launched commercially in 2017. European Startup Prize for Mobility, the transportation systems and offers an 9 largest European contest for startups that innovative alternative to owning a car. ■■ Doerz-a platform and community that Developed by Helsinki-based start-up specialize in mobility and that incorporate connects travellers with locals. MaaS Global, the world’s first MaaS (Mobility sustainable development. Other operational digital platforms ■■ Chido-a platform to search and book Several other operational digital platforms activities, courses and events by location, Figure 5.4 Whim app and applications are available to enhance a category or date. visitor’s experience in Helsinki. Some of the more prominent ones include: ■■ Wowanders-an AI powered travel diary app.

■■ Discover Helsinki (https://discoverhelsinki. fi)–a travel app designed to help expe­ ■■ Tripsteri-mobile media: online travel rience Helsinki like a local. guide, guidebook series, tourist podcasts and an award-winning international

■■ Blind Square (www.blindsquare.com)– tourism application. the world’s most popular accessible GPS application for the blind and visually ■■ Julia, Train Display, Tässä.fi and Get to impaired. Finland-transportation apps for rail and road traffic information and management. Source: Whim website ■■ Virtual Helsinki (www.virtualhelsinki.fi)–

154 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 155 conveniently in RMB by simply scanning So far, the feedback from user validations a QR code, without having to exchange with Chinese visitors has been extremely currency or withdraw cash. positive. Users have appreciated the ability to discover varied activities and get around Helsinki company Avaintec has partnered conveniently in Helsinki with the help of with Tencent to promote WeChat pay in their WeChat app. Nordic countries. AvainPay links local businesses with Chinese travellers within 5.4 Helsinki’s sustainability the Mini program ecosystem. policies and action plans

To serve Chinese customers even better, Environmental sustainability Avaintec has also partnered with City Digital, provider of the online restaurant In its bid to become the most functional Amos Rex booking service TableOnline. Chinese and sustainable city in the world, the tourists will soon be able to find, book and City of Helsinki’s environmental policy pay for their meal using TableOnline service has set its long term goals for 2050, 5.3 Co-operation platforms activities in Helsinki. in over 400 restaurants in Finland and and for the medium term in 2020 under with Chinese companies ■■ Find information about the most important Estonia with WeChat Pay. various categories such as climate and In cooperation with the Chinese tech things. air protection, noise control, biodiversity giant Tencent (owner of WeChat), Helsinki Impact protection, etc. Some of the action plans has developed the first city mini program ■■ Get around Helsinki on foot or by public and projects are highlighted below: within WeChat, an all-in-one app with over transportation and taxis. WeChat MyHelsinki mini program has one billion users. For Tencent, Helsinki is been launched as a beta version in several Climate protection: Helsinki aims to be serving as an intelligent tourism model for ■■ Pay as you go for activities, sights, stages during 2018 and January 2019. carbon neutral by 2035. The Carbon- China’s outbound tourism. restaurants and transportation.

Figure 5.5 WeChat Pay/AvainPay 5.3.1 WeChat Helsinki mini program As of September 2018, Finnair has joined the program to provide additional user- WeChat’s MyHelsinki mini program centric travel solutions in the WeChat mini serves as a local guide offering Chinese program ecosystem. independent travellers a whole new travel experience using the MyHelsinki Open WeChat Pay/AvainPay API. Chinese visitors can now find the most relevant information on Helsinki in Chinese: WeChat Pay is the fastest growing mobile payment service in China. With WeChat Source: Avaintec ■■ Discover the best sights, restaurants and Pay, users can make payments quickly and

156 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 157 neutral Helsinki 2035 plan contains 147 ■■ Construction of Park-and-Ride facilities actions which are at different stages of for bicycles at high traffic junctions. implementation. ■■ Launch (pilot test currently) of electric Air protection: HOPE (Healthy Outdoor driverless minibuses on public roads. Premises for Everyone), a new EU-funded project, has been initiated to provide ■■ Support of companies developing Mobility citizens with real-time data on the pollution as a Service (MaaS) concept offerings. levels in their neighborhood or route to work through ‘Green Path’, a mobile phone app Helsinki for All accessibility plan air quality route planner.10 The city’s accessibility plan, known as Biodiversity: Helsinki monitors its natural Helsinki for All, is the foundation for an areas with a biodiversity protection action accessible Helsinki.11 It requires that plan that includes specific measures to all public areas are constructed and Amos Rex secure the city’s biodiversity. remodelled for accessibility, all new hotels and restaurants must install facilities for the Chapter 5 Endnotes 6 https://hri.fi Extensive environmental statistics are disabled, and public transportation vehicles 7 www.myhelsinki.fi/en/environmentally-friendly- available on the Helsinki Region Infoshare be accessible by wheelchair. 1 www.portofhelsinki.fi/sites/default/files/attachments/ accommodation-in-helsinki Tilasto%202018%20ENG.pdf 8 www.visitfinland.com/sustainable-finland/ and include the key indicators marking 2 Official Statistics of Finland (OSF): 9 https://ramboll.com/-/media/files/rfi/publications/ attainment of sustainable development Helsinki is also part of a consortium of Accommodation statistics [e-publication]. Ramboll_whimpact-2019.pdf ISSN=1799-6325. 2017, Appendix table 1. Capacity 10 www.helsinki.fi/en/news/data-science-news/in- goals. The data supports many facets of Finland’s six largest cities who together and its utilization in 2017. Helsinki: Statistics Finland future-helsinki-residents-can-receive-real-time- environmental monitoring and reporting. have facilitated an open innovation [referred: 25.5.2019]. Access method: www.stat. and-detailed-air-quality-data-the-hope-project- fi/til/matk/2017/matk_2017_2018-04-19_tau_001_ receives-large-eu-funding platform called ‘The Six City Strategy’. en.html 11 www.hel.fi/helsinkikaikille/en 3 www.kvartti.fi/en/articles/helsinki-tourism-enjoys- Sustainable transport This platform consists of jointly developed record-breaking-year-what-next smart solutions and the implementation of 4 Statistics Finland and City of Helsinki 5 www.hel.fi/static/helsinki/kaupunkistrategia/ Encouraging use of eco-friendly, sustainable experimental projects intending to tackle strategia-en-2017-2021.pdf modes of public transport by its citizens (and the challenges related to sustainability in visitors) is a major goal for Helsinki, which urban environments. aims to be car-free by 2025. Above all, Helsinki is committed to Initiatives to foster adoption of eco-friendly sustainable tourism and adopts the cities’ transport choices by commuters include: joint declaration on sustainable urban tourism, published at the meeting of the ■■ Launch of a city bike-sharing system in World Tourism Organization (UNWTO) in Helsinki. Lisbon on April 5th, 2019.

158 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 159 Kunming China6

160 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 161 facilities and service capacity, there are poor condition by enterprise managers who more than 7,400 accommodation facilities put more emphasis on efficiency and less with a total number of about 420,000 beds; emphasis on investing in infrastructure. 292 travel agencies with 11,529 registered tour guides; 15 tour bus companies with 6.1.1 Traditional resources are to be 2,156 tour buses and 23 scenic spots at upgraded and innovative incremental the national A-level or above in Kunming. resources are underdeveloped

6.1 Challenges Facing Kunming’s In Kunming, many scenic spots such Tourism Industry as the Daguan Pavilion, Yunnan Military Academy and Golden Hall have a sound Kunming’s tourism industry has been brand foundation, but fail to find a good improving on account of its new combination point integrating historical “Traveling around Yunnan with Just One Cell Phone” project infrastructure, reasonable product and cultural brands with the tourism structure, and its significantly enhanced sector. Secondly, the layout and garden Kunming, the capital of Yunnan Province, travel agencies with 11,529 registered tour levels of service. However, despite these design of many scenic spots seem to be enjoys the reputation of the “City of guides; 15 tour bus companies with 2,156 overall positive developments, Kunming’s old and monotonous over time, and the Perpetual Spring” and the “Flower City”. It tour buses and 23 scenic spots at the tourism industry also faces problems that management is not in place. At the same is a famous national historical and cultural national A-level or above in Kunming. cannot be ignored, such as “unreasonably time, some newly developed tourism city, an important tourism and trading city low-priced tour groups”, (a package projects encounter problems such as a in China and also one of the important Kunming, the capital of Yunnan Province, tour that is intentionally underpriced and lower starting point of planning poor initial central “central city in Western China” cities is praised as the “City of Perpetual Spring”, whose members are then subjected to a planning and incomplete construction, are in Western China. In addition to the well- and is also called the “City of Flowers”. It is barrage of mandatory shopping) a type of left unfinished failing to achieve the goal known climate advantages and world- a city rich in history and culture, and it is a “forced consumption”. Tourism conflicts of quality development and incremental famous flowers credited with its city name key destination for tourists and trade making have been frequently exposed, and been development incremental, quality card, Kunming also boasts profound it one of Western China’s most important reported by the major media outlets. development. cultural brand foundations, including the cities. In addition to its well-known climate The root cause for these issues is that Yunnan Military Academy, Former Site of and world-famous flowers, Kunming also Kunming relies too much on traditional 6.1.2 It is difficult to optimize the tourism National Southwest Associated University, boasts profound cultural brand foundations, tourism resources, but has failed to achieve market’s order governance and tourism’s Cuihu Lake, Daguan Pavilion, Ancient including the Yunnan Military Academy, incremental development of the industry economic structural transformation Town of Guandu, Ancient Dian State in the Former Site of National Southwest by developing new tourism resources. Jinning District and Hometown of Zheng Associated University, Cuihu Lake, Daguan There are also some careless omissions The difficulties in optimizing the tourism He. In terms of tourism service facilities Pavilion, the Ancient Town of Guandu, the in the comprehensive management of market’s order governance and tourism’s and service capacity, there are more than Ancient Dian State in Jinning District and work safety. For example, equipment and economic structural transformation in 7,400 accommodation facilities with a the Hometown of China’s famous admiral facilities in some hotels, shopping malls Kunming mainly lie in how to better total number of about 420,000 beds; 292 Zheng He. In terms of tourism service and scenic spots are old and operated in combine the temporary solution with the

162 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 163 fundamental solution and how to give 6.2 Construction Aspects of Figure 6.1 “One center and two platforms” created by the “Tour around Yunnan with Just a Mobile Phone” project better play to the initiative of main market Kunming’s “Tour around Yunnan players. In recent years, Kunming City and with Just a Mobile Phone” Project even Yunnan Province as a whole have been committed to optimizing the tourism Smart tourism is a new opportunity to market’s order governance and tourism’s develop the tourism sector. The growth economic structural transformation. of China’s Internet industry has also However, traditional administrative means injected new impetus and vitality into the are not very effective. It is urgent to development of urban smart tourism. In this upgrade both service and management context, Yunnan Province actively explores concepts and to introduce scientific and the “Internet + tourism” practice and spares technological means to inject new impetus no effort to promote the construction of the into tourism development. “Tour around Yunnan with Just a Mobile Phone” project. Having launched the Since the end of 2017, Kunming smart “Tour around Yunnan” App firstly in China, tourism has entered a new stage under Yunnan is focusing on reforming its tourism the “Tour with Just a Mobile Phone” overall resources and products, reconstructing its planning, with the launch of the “Tour integrity and complaint system, rebuilding around Yunnan with Just a Mobile Phone” market rules and order, and reshaping by Yunnan Province. After construction its tourism brand and image to promote and operation for more than a year, the the comprehensive transformation and project has achieved certain results and upgrading of its tourism industry with full intelligent, healthy and convenient region- so as to provide technical guarantees for promoted the [why are these being put strength. wide tourism ecology in Yunnan. the comprehensive realization of a “digital back in???? misuse of the definite article Yunnan”. Besides, the APP also achieved the is the single most common error made by The “Tour around Yunnan with Just a 6.2.1 Overview of the “Tour around “free tourists’ experience and government native-speaking Chinese writers of English] Mobile Phone” is a “China-first and world- Yunnan with Just a Mobile Phone” services everywhere” with the consumption tourism development of Kunming. Based class” digital platform for region-wide smart integrity system and quick complaint on the case of Kunming’s smart tourism tourism1 built by the People’s Government The “Tour around Yunnan with Just a Mobile management system. construction benchmark project, i.e. the of Yunnan Province and Tencent Cultural Phone” APP was officially launched on “Tour around Yunnan with Just a Mobile Tourism using the Internet of things, cloud October 1, 2018. With “one center and two 1. Big data center Phone” project (Kunming), this paper computing, big data, artificial intelligence platforms’, the APP integrated advanced will analyze the inspiration for and the and other technologies. This platform is technologies from the Internet and IT fields, Yunnan’s big data center is the super- significance of smart tourism construction designed to boost transformation and realized the integration of Internet tourism brain driving smart tourism throughout the on urban tourism development. upgrading of the tourism industry as well as and tourism public services, improved the province. It is a region-wide tourism system innovation and practice in Yunnan’s digital tourism industry’s online rate and restructured utilizing big data and artificial intelligence economy in all respects, and to build an the government’s management mode, to promote the transformation of tourism

164 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 165 in Yunnan. Information technology and to address complaints, and it accurately the early collection and management refers the pertinent department to properly of its data constitute the basis of smart address the complaint, thus creating a tourism, and the mining of tourism big holistic, tourist-centered system. data is its core. This multidimensional data application system combines user portraits, (4) AI service system LBS location data, payment data and data visualization that helps scenic spots and Used to enhance tourists’ travel experience local governments to better collect tourism- via intelligent services such as smart guide related big data, resulting in a super-brain and AI flower and attractions identification. of province-wide smart tourism. 2. Integrated tourist service platform (1) Digital identity system The integrated tourist service platform Propaganda poster of the “Tour around Yunnan with Just a Mobile Phone” project Used for user behavior understanding, makes it a reality for tourists to “tour around identification, tracing, precise promotion Yunnan” with just a mobile phone and experience and service guarantee, for connecting tourists with honest merchants As a region-wide tourism smart platform 6.2.2 Construction content of Kunming’s example, smart tourism route planning, and relevant services regarding “food, jointly built by the Yunnan Provincial Tourism “Tour around Yunnan with Just a Mobile push of local characteristic cultural and accommodations, transportation, travel, Development Committee and Tencent, the Phone” project tourism products, multi-dimensional digital shopping and entertainment”, to let tourists “Tour around Yunnan with Just a Mobile content to assist decision-making, etc. do whatever they want before, during Phone” project relying on the “Internet + Leveraging the “Tour Yunnan with Just and after a tour, whenever and wherever tourism services” provides tourists with a Mobile Phone” project, Kunming’s (2) Digital consumption system possible. Internet products including “smart route”, efforts focus on hardware, software and “cashless payment”, “electronic invoice”, management. Driven by reform, innovation Used for coupling of payment, marketing 3. Integrated government management “face recognition”, “smart tour guide” and and integrated development, Kunming and service behaviors with consumption platform “integrity system” via official APP, WeChat comprehensively promotes supply-side data, and for multidimensional integration. Official Account and WeChat applets. It fully structural reform of the tourism sector, The integrated government management covers various needs of tourists regarding and boosts transformation and upgrading (3) Digital integrity system platform makes it a reality for the “food, accommodations, transportation, regarding five aspects: destinations, governments to “govern Yunnan” with just a travel, entertainment and shopping” in products, public infrastructure, tourism Used to promote the construction of an all- mobile phone and provides services to the Yunnan as well as their needs before, management services and digitization. This win integrity system for tourists, businesses province, cities, prefectures, counties and during and after their tour, ensuring that will enhance attractions and the tourism and governments, to protect the rights and tourism-related businesses, and achieves tourists travel with ease and the process is industry’s core competitiveness, helping interests of the three parties. The end-to- intelligent industry regulation to make well-administrated by the government. it become an important pillar industry, end complaint service system simplifies the government services and market regulation enabling great contributions during the complaint process, shortens the time limit present everywhere. “13th Five-Year Plan” period.

166 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 167 As of June 2019, 14 districts and counties with Just a Mobile Phone” project has Valley, Yunnan Restaurant, and 41 scenic spots optimized the tourism covered 23 scenic spots above 3A level Qinglong Gorge, The Aqua, business card and launched 99 tourism in Kunming at present. In addition to two Xinghe Hot Spring Town, slow live streams, 12 scenic spots installed 5A-level scenic spots, i.e. the Yunnan Shilin Wanjiahuan Blueberry and ran the face swiping for admission Stone-Forest Scenic Spot and Expo Park, Manor, Yanquan Temple gate machine and 109 restrooms undertook defined according to the standard, as well and Norinco Group Touring intelligent upgrading and reconstruction as nine 4A-level scenic spots including Car Hot Spring Center and in Kunming. And the integrity evaluation the Jiuxiang Scenic Area, Xishan Scenic Kunming Dounan Flower system covered 1,894 hotels, 2,832 Spot, Yunnan Ethnic Village, Daguan Park, Market. restaurants and 279 travel agencies. Jindian Park, Ancient Town of Guandu, No-feeling payment parking lot of the “Tour around Wildlife Park, Yunnan Ethnic Grand View 2. On-tour: Scenic spot-wide Yunnan with Just a Mobile Phone” platform 1. Pre-tour: The most comprehensive and Garden and Jiaozi Snow Mountain Scenic digital tour guide improves authoritative information about tourism in Spot, Kunming is also going to launch 12 the whole-journey smart Kunming 3A-level scenic spots, including the Cuihu experience of tourists uction of 164 toilets at tourist attractions Yunnan Military Academy, Heilongtan bringing the total to over 800 toilets for Upon launch, the “Tour around Yunnan Park, Panlong Temple, Classic Holiday (1) Public service system construction tourists launched on the “Tour around Yunnan with Just a Mobile Phone” APP. In 2018, Kunming completed the constr­ The construction of smart tourist toilets has been further accelerated. Completing the city card, scenic spot card, hand- drawn map, AI attractions identification, scenic spot gate machine transformation, smart parking lot, integrity evaluation and slow live construction of the “Tour around Yunnan with Just a Mobile Phone” project, the tourism public service system is shifting from offline to online services.

(2) Launch of “all-purpose face swiping” smart service

Kunming City organized tourism, public security and other relevant departments to carry out a special study to explore the Release conference of the “Tour around Yunnan with Just a Mobile Phone” platform A tourist experinces the “Tour around Yunnan implementation of face swiping for check- with Just a Mobile Phone” platform on site in function based on the hotel check-

168 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 169 special tourism products, featured star hotels, key shopping enterprises and key cultural and tourism enterprises, public services according to the Breakdown Table, to fully cover the “food, accommodations, transportation, travel, entertainment and shopping” needs of visitors to Kunming.

(4) “Top-quality featured tourism dest­ inations”

Visitors to Kunming will be advised to visit the featured towns, traditional characteristic Visitors experience “Traveling around Yunnan with Just One Cell Phone” villages and urban farms identified and published by the Kunming Municipal Commission of Development and Reform, routes including Central Yunnan self- Festival and the Double Third Day, as well Kunming Municipal Bureau of Housing Pony Ma, President of Tencent driving circle line and red land self-driving as special cultural festival products such experinces the “face-swiping admission” Urban-Rural Development and Kunming circle line, outbound self-driving travel as the Flower Street Festival, Xundian Beef Municipal Agricultural Bureau respectively, routes including Kunming-Bangkok route, Cattle Food Culture and Tourism Festival as well as the 1-5 star rural tourist spots Kunming-Yangon route and Kunming- and Lizigou Potato Festival of Dongchuan. in management platform and data. A assessed by the tourism administration Hekou route, Haigeng Park low-altitude number of qualified star hotels including department. tourism, sports tourism bases including (6) “Accommodation, transportation, Sofitel Hotel were selected as pilot hotels Wumeng Peak Sports Park of Dongchuan, entertainment and shopping” to promote the utilization of “all-purpose (5) “Special tourism products” Changhu Lake of Shilin County, Caohai face swiping” smart service function of the (Grass Sea) of Dianchi Lake, brand events In “transportation” respect, data on “Tour Yunnan with Just a Mobile Phone” Based on new forms of tourism such as including Gryffindor national cycling passenger transport by train, high-speed platform, mainly including face swiping for individual travel by touring car, low-altitude competition, Shanghai Cooperation rail, tour bus, subway, bus, taxi, car rental admission, face swiping for check-in, and tourism, sports tourism, hot spring health Organization Marathon and Dianchi Lake companies and waterway transportation in face swiping for bus riding. preservation holiday tours and festival Rowing, hot spring health preservation Kunming is included, such as number of tourism, visitors are recommended to take holiday tour projects including Brilliant trains and passengers from and to each (3) The freshest sightseeing spots with new Kunming’s self-driving touring car camp, Resort And Spa, Spring Soul Garden Spa railway station in the jurisdiction of Kunming “featured routes, destination”, etc. trans-provincial self-driving travel routes & Resort, Anning Jinfang, Xundian Xinghe every day, information about bus frequency, including Yunnan-Tibet route, Yunnan- Hotspring SPA Holiday Hotel and Ancient routes, running time, ticket prices, stop and On the basis of the provincial standard, Chongqing route, Yunnan-Sichuan route, Dian Kingdom Culture and Tourism Town, real-time vehicle operation. Kunming also increased the number of Yunnan-Guizhou route and Yunnan- ethnic culture festival activities including top-quality featured tourism destinations, Guangxi route, provincial self-driving travel the Water-Sprinkling Festival, the Torch In regards to “accommodations”, static

170 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 171 information such as star rating, address, public service information into the platform, location, telephone and graphic introduction including emergency public service of star hotels and characteristic hotels in information, expressway service stations, Kunming as well as dynamic information gasoline stations, traffic notices, medical such as the number of check-in guests and and vehicle rescue systems, so that occupancy rate is included. In addition, tourists can have a more enjoyable and well-known hotel brands and groups at comfortable tour in Kunming. home and abroad will be introduced to Kunming, and a number of homestay inns 3. Post-tour: A third-party evaluation and health preservation resort hotels with mechanism is established to build an distinctive characteristics will be built to integrity system highlight the health and livability advantages of Kunming, so that the guests coming to Focusing on the construction needs Mini program of WeChat to Find the Nearest Toilet Kunming can have a good rest. In response of the “Tour around Yunnan with Just a to increasing personalized travel demands of Mobile Phone” platform, a third-party visitors, Kunming, relying on its geographical integrity evaluation mechanism has been mechanism for dishonesty, so as to ensure A-level scenic spots, boutique self-driving advantages, will also increase its international established, and a continuous evaluation that a system of joint disciplinary actions routes and important campgrounds (?) in routes to key tourist source countries, open method with the basic framework of “prior is in place. Through the application of Kunming, and carried out supplementary up traffic hubs to scenic spots or employ commitment + post-verification + negative electronic contract transfers, data interfaces construction for network coverage of key circle loop trains among scenic areas and list management” has been developed. of systems such as the Kunming digital areas such as scenic spots. No effort was create boutique road trip routes and camp Through the “Tour around Yunnan with Just a tourism platform, the Yunnan tourism market spared to ensure the network coverage construction, so as to make it convenient for Mobile Phone” travel-related enterprise integrity supervision platform, provincial “Tour with and operation of segments of the “Tour tourists from home and abroad to visit and index evaluation system, efforts have been Just a Mobile Phone” platform and electronic around Yunnan with Just a Mobile Phone” tour Kunming. put to promote the development of an integrity contract certification of the Ministry of Culture platform. Efforts were made to complete system for travel agencies, hotels, scenic spots and Tourism are integrated and shared, so as the 4G network coverage optimization of In terms of “entertainment”, cultural and and other tourism elements. Currently, there to realize the centralized application of tourist 4A-level and 5A-level scenic spots, network tourism enterprises such as performing arts are 2,745 catering enterprises, 1,908 hotel evaluation data. coverage test of 11 3A-level and other venues, cinemas, theme parks and KTV in enterprises, 15 AAA-level tourism passenger lower A-level scenic spots, constructed 34 Kunming are recommended. transport enterprises and 21 car rental 4. Foundation: Efforts are focused on capacity expansion base stations, and plan enterprises getting ready for operation. Efforts improving construction of supporting to build 20 new base stations and optimize In terms of “shopping”, shopping enterprises have been made to implement the system infrastructure 43 base stations. Work to conduct free Wi- such as chain (large) supermarkets, of a red and black list of travel agencies, Fi construction in 294 key public areas drugstores and shopping centers in branches and practitioners, and make During the smart tourism construction, and deploy 4,164 AP hotspots was done. Kunming are recommended. good data sharing and work connections Kunming City optimized its network In addition, there are 73 key public areas with the credit management system of infrastructure. Three operators conducted a with 1,824 AP hot spots under construction, Besides, Kunming has also integrated market players and the joint punishment placement test on the network coverage of covering eight self-driving tour camps.

172 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 173 6.2.3 Construction results of Kunming’s smart tourism service with management applications, government administration experience of the “Tour around Yunnan “Tour around Yunnan with Just a Mobile and marketing; the integration of culture and enterprise services, tourist experience with Just a Mobile Phone” project, the Phone” project and tourism; the integration of culture and and platform matchmaking, etc.. Efforts to application mode of “multiple levels and science and technology, providing a case set up the supporting construction funds multiple entrances” should be adopted, in On October 1, 2018, the “Tour around for other cities or regions in China to refer to to ensure that full funds are available in order to avoid repeated investments and Yunnan with Just a Mobile Phone” platform in regards to smart tourism construction. a timely manner, to make sure that all the achieve effective links with investments was officially launched. In the context of given tasks can advance smoothly and in various cities, districts and scenic leveraging the key action points of the “Tour 6.3.1 Organizations are required to be carried out in all respects. During the spots. Based on the differences in tourism around Yunnan with Just a Mobile Phone”, be defined for construction of smart “Tour around Yunnan with Just a Mobile resources and their importance in different Yunnan’s tourism market underwent its tourism Phone” project construction in Kunming, regions, this application mode is designed “harshest-ever” regulation and remediation the project construction was divided into to better fit the usage habits of local tourists, for nearly two years. In 2018, the national In the process of smart tourism construction, data acquisition, management platform, and achieve a seamless connection with tourism complaint platform accepted 780 Kunming (led by People’s Government of service platform, marketing platform and the construction of smart cities. complaints from Yunnan, down 53% year Yunnan Province) set up a leading work foundation support system. Among these on year and falling from the 6th to the group for the “Tour with Just a Mobile five parts, the data collection, management 6.3.4 Connecting external resources 21st in China (Yunnan took the first place Phone” project, which was in command platform and foundation support system enables smart tourism in terms of the complaint rate for three of main leaders, with members of relevant were funded by government funds, consecutive years before 2018). units of full-time staff working according while the building of the service platform The “Tour around Yunnan with Just a Mobile to the division of responsibilities, so as to and marketing platform was funded by Phone” project, which covers Kunming, In 2018, Kunming’s total tourism revenue accelerate the project’s implementation enterprise market investment. is jointly built by the People’s Government reached RMB218.008 billion, up 35.52% and construction. At the same time, efforts of Yunnan Province and Tencent, a large year-on-year, accounting for 24.25% have been made to establish and improve 6.3.3 Top-level design is indispensable Internet company in China. The project of Yunnan’s total tourism revenue; and the work promotion mechanism, to further for construction of smart tourism features the rich tourism resources and received 161 million tourists in total, up strengthen the coordination ability of the resource endowment of Yunnan and the 20.32% year-on-year, accounting for 23.4% leading work group and to accelerate the Urban smart tourism construction is a attention of the People’s Government of of Yunnan’s tourist reception. integration and construction of smart cities, systematic project. It is a comprehensive Yunnan Province, as well as a number of smart tourism and the “Tour with Just a work involving tourist services, government internet-enabled functions. The platform 6.3 Experience learned from Mobile Phone” project. regulation, market supervision and industry uses a more open and efficient cooperative Kunming’s “Tour around Yunnan development guided by the overall strategic service system, covering the OTA with Just a Mobile Phone” 6.3.2 Construction of smart tourism direction of urban tourism development. application, map application, information project cannot be done without financial website and other segmented industry guarantees The top-level design of Kunming’s smart platforms and multi-dimensional data In the process of smart tourism cons­ tourism can be traced to the same origin of analysis technology, so as to truly realize truction, Kunming, relying on the “Tour The “Tour with Just a Mobile Phone” project Yunnan’s “Tour around Yunnan with Just a the sharing of innovative resources across around Yunnan with Just a Mobile Phone” construction is a complicated, systematic Mobile Phone” project. After fully absorbing the network. project, has realized the integration of project, involving data access and digital the top-level design and construction

174 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 175 Gudian Wetland Park in Kunming

6.3.5 Construction of smart tourism 6.3.6 Demonstration is necessary for Chapter 6 Endnotes technologies, facilitate the formation of big data, promote the highly smart development of scenic cannot be done without continuous the construction of smart tourism to 1 Region-wide smart tourism: Region-wide smart spots, tourism enterprises, administrative areas tourism is to get through the data link of all operation spread and even the tourism industry of the whole country smart devices and information platforms by and make comprehensive innovations in tourism deep integration of the Internet of things, cloud service, marketing and management. computing, artificial intelligence and other Besides, the key to successful application The construction of smart scenic areas of the smart tourism project lies in operation. in the Shilin National Scenic Area, Expo In the later stages of project construction, Park, and Yunnan Ethnic Village, in Shilin a range of work, including data updates, County as a demonstration area for the system maintenance, complaint handling, “Tour around Yunnan with Just a Mobile merchant services and tourist consulting, Phone” project, it focused on the “Shilin remains to be done. A local professional Integrated Platform for Smart Tourism” company responsible for operation and project and drove the smart development maintenance is required to be formed of region-wide tourism in Shilin, smart to take charge of the implementation of tourism construction, and an important part localized services, and the operation work of Yunnan’s “Tour around Yunnan with Just can be done through enterprise investment. a Mobile Phone” project big data platform. The investing enterprises can receive On account of its high-level coordination income from e-commerce operation as and integration, it established a set of returns on investment, or directly obtain patterns that can be promoted in respect returns on investment exit from later planning, design, construction. integration with the smart city project.

176 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 177 MADRID The Kingdom of Spain7

178 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 179 7.1.2 Hotel Occupancy reasons. Visitors enjoy a unique lifestyle blending modern, cosmopolitan flair Madrid has 793 hotel establishments along with a rich, cultural heritage. Not according to data from the INE Hotel to be missed are the excellent local and Occupancy survey completed in 2018: Bed international gastronomy, a wealth of leisure capacity reached 85,418 (2.2% more than activities, and world-class shopping--- all 2017), 62% of which is in the luxury, high- set in a beautiful landscape. end category. 7.1.3 Visitors Globally urban tourism is booming and Madrid is a top destination for several In 2018, the city of Madrid recorded 10.2

Spanish Square

Table 7.1 highlights of Madrid in 2018

VISITORS TOP SOURCE MARKETS TOP 5 BY GROWTH 7.1 INTRODUCTION: Basic Madrid’s economy has mainly been based Facts and Tourism on its service sector. 10. 21 M. USA 681.300 CHINA 17% (+ 2.7% vs. 2017) ITALY 374.220 MEXICO 10% Spain’s capital Madrid is in the heart of 7.1.1 Transport and connectivity International: 53% FRANCE 370.276 USA 5% Domestic 47 % UK 367.448 FRANCE 5% the Iberian Peninsula. It is both the seat infrastructure GERMANY 264.303 PORTUGAL 2% of government and the residence of the Spanish monarch, and it is Spain’s political, Transport and connectivity infras­tructure OVERNIGHT STAYS: 21.45 M (+ 1.6% vs. 2017) economic and cultural center. Madrid is is one of the key factors for any tourism

Spain’s largest autonomous municipality destination’s development. Madrid is with a population of approximately 3.3 well connected and situated at the nexus Average stay: 2.1 nights Accommodation: 61% International million, and 6.5 million reside within its of national highways, air transport and 39% Domestic metropolitan area. Although the site of railways. In 2018, Madrid’s Adolfo Suarez EXPENDITURE (Madrid province) the modern city has been occupied since airport received a record number of Total expenditure: 9.322 M. Euros (+5.3 % vs. 2017) prehistoric times, it was not until the Muslim passengers, 57.9 million, and an increase Average daily expenditure: 243 Euros (+10.2 % vs. 2017) th era (9 century) that the existence of an of 8.4% over 2017. International passengers ACCOMODATION: established settlement can be historically reached almost 42million, totalling 8.8% HOTELS : 792 documented. Madrid’s population grew more than the previous year, making it the HOTEL BEDS : 85 418 rapidly after it became the capital in 1561. fifth most important airport in the European NO. OF EMPLOYEES : 11 664 Its industry started to develop on a large Union. Madrid maintains direct links to a OCCUPANCY RATE : 76.48% scale in the 20th century (it is second only network of cities with AVE (high speed train) ADR (average daily rate) : 95.06 Euro to Barcelona) and its specialty is high and RENFE for the improvement of railway RevPAR (revenue per room) : 73.42 Euro technology; however, in recent years connectivity. Source: Anuario de Turismo de Madrid 2019

180 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 181 7.2 Destination Management/ The results of a survey conducted by the Marketing Structure WTC to assess the scope of these smart initiatives amongst its members indicates “Madrid Destino” is the body responsible the following: for the promoting and marketing of Madrid as a destination; it functions within the ■■ “Madrid Destino” has established its Municipality of Madrid’s City Council. It is Tourism Intelligence Center, an institution the key entity that devises and implements that collects and analyzes relevant strategic plans for tourism development data to be utilized for short and mid- and management at the city level. Madrid term management strategies. These Destino coordinates activities and initiatives tools also provide tourism stakeholders with other public and private stakeholders with strategic knowledge to assess and under the umbrella of the City Council. Its monitor customer behavior. Cibelles Fountain at the Palace of Communication related departments include Travel Trade; the Madrid Convention Bureau; Tourism ■■ “Madrid Destino” uses Big Data through Advertising and Marketing; and lastly, e-commerce platforms, real-time data, million visitors (53.3% international, 46.7% Table 7.2 Main reasons to travel to Madrid % Tourist Assistance and Information. All of social networks and electronic booking national) that generated 21.4 million CULTURAL HERITAGE AND MU these departments work to expand and records, as well as open data. overnight stays. 28 SEUMS diversify tourism products and experiences in alignment with different visitor profiles. ■■ The City Council is launching plans for GASTRONOMY 17.08 7.1.4 source market They strive to improve the image, brand, sustainable biodiversity management,

LEISURE 15.95 and positioning of Madrid at a global level. and tourism establishments are Throughout 2018 the USA was the main performing quite well in terms of waste source market with 681,300 visitors, PERFORMANCE ARTS 13.84 7.3 PERSPECTIVES FOR separation, sustainable freshwater comprising a 12.5% market share. Italy FAMILY / FRIEND VISITS 6.08 SMART TOURISM management, and renewable energy (6.9%) and France (6.8%) occupy the consumption. second and third positions respectively. SHOPPING 5.95 In recent years innovation has led Madrid

CITY BREAK (WEEKEND) 4.34 to adopt smart initiatives such as better ■■ The municipality has introduced sofV China was Madrid’s ninth largest connectivity, mobility and sustainability smart inter-urban transport facilities and international market in 2018 with 173,320 VARIOUS / OTHER 3.60 to enhance the lives and productivity of public transport is accessible to people tourists and a 3.2% market share; it is EVENTS 2.39 its citizens. Tourism has benefitted from with specific access requirements. becoming a key source market due to its these initiatives and has introduced smart 17% annual growth. MICE 1.41 tools, digital platforms and new business ■■ The city has developed mobile applications models to improve the quality of visitors’ to enable visitors to improve their experience EDUCATION 1.13 experiences, enabling Madrid to perform along the tourism value chain, for example Source: Anuario de Turismo de Madrid 2019 better in a competitive environment. Maas Madrid for public transport, and

182 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 183 FastPass for accommodations, check-in and with the involvement of many local ■■ To diversify the tourism checking-out. enterprises. experience along with tourist consumption ■■ Other operational platforms and /or new ■■ A variety of new platform tourism services patterns technology tools are available in the for information, accomm-odation,

tourism information systems, such as transport, food and catering are widely ■■ To mitigate seasonality NFC for ticketing, VR devices e.g. Madrid used, for example Booking.com, issues 360 and Faro Explorer, SAGIT (Advanced Bookingfax, Trip Advisor, HomeAway. System for Managing Tourist Information), com, Airbnb, The Fork, Expedia, Kayak, ■■ To decentralize tourism and Navigable PDFs. Most of the tourism Civitas, etc. activities and attrac- stakeholders are already engaged in tions and promote less these digital platforms. 7.4 VUELVE A MADRID (COME explored sites BACK TO MADRID): A Success ■■ The City Council has also introduced Story as a Smart Initiative ■■ To strengthen public/ several social and economic initiatives private partnerships to enhance sustainable tourism 7.4.1 Mission: development and management. Madrid 7.4.4 Main Innovative 21 Destinations and Mira Madrid both The goal is to transform the city of Madrid Features: promote decentralization of the tourism into a pioneer in innovative tourism, to make flows in the urban area; Hotel Feliz Awards it: “A unique urban destination with its own The loyalty program “Vuelve and Madrid Acoge Awards encourage loyalty club”. a Madrid” was launched better labor relations, and AIIMadrid4AII is by the City Council of an initiative promoting accessible tourism; 7.4.2 Vision Madrid in 2017 as a user- Infocart is an eco-friendly mobile unit for friendly digital platform tourism information; NGO Equoevento “Vuelve a Madrid”, is an effective and to provide benefits to the promotes responsible use of resources, smart marketing tool that aims to become visitor/customer as well as and Made in Madrid supports local a strategic vehicle for the competitiveness to the engaged product / entrepreneurship and innovation. of the local tourism industry and the city of service suppliers in the Madrid as an urban destination. city. The incentive program

■■ In 2019, more AI systems and augmented encourages tourists to re- reality applications will be put in place, 7.4.3 Objectives: visit Madrid by offering a and applications of Chatbots will be set of exclusive benefits consolidated. To increase Madrid’s returning visitors by from companies based building a loyal market: on a “points accumulation ■■ Vuelve a Madrid, a digital customer system”. In principle, loyalty program was launched in 2017 ■■ To increase tourists’ expenditures the users register on the Cool Tour Spain

184 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 185 platform www.vuelveamadrid.com and obtain The European Regional Development ■■ Ideally, customers benefitting from these esMADRID magazine, newsletters, Puntos Madrid. The users can exchange their Fund (ERDF) co-financed the launch of free or low-cost services and innovative specialized broadcasting and media, vouchers for special offers from the enterprises this platform together with the Madrid products will be encouraged visit Madrid www.madridturismosector.es . by downloading them on their smart devices or City Council through the Madrid Destino again. by printing them out for future use in selected Department. A total of 70 establishments/ 7.4.6 Impact and Expected Outcome: establishments. companies/institutions of different catego- The local tourism sector, by participating (Source: Madrid Destino, May 2019) ries and scales have participated in the in this innovative platform will gain further

The initiative, which has been successfully put program by offering a wide variety of exposure and visibility to their customers, Table 7.3 Current Program Indicators: into place by Madrid Destino, is the first case experiences such as Thyssen-Bornemisza and reinforce their brand identity and ■ 311 568 visits to the website of a “loyalty program for a destination”. The National Museum, Tour Bernabeu, Anastasia positioning,, improving their effectiveness ■ 34 400 vouchers offered through the platform program is proactive and centrally managed the Musical, the Madrid International Jazz by expanding their collaboration with ■ 5 500 registered users (registration, point allocation, vouchers for Festival, the Mercado de Anton Martin, third parties. These benefits do not imply ■ 2 000 vouchers (downloaded) users, generation of alphanumeric Corral de la Moreria (tablao flamenco) any additional costs for the participating ■ 70 partner companies Azotea del Circulo, Cool Tour Spain, companies. codes, social media reports, etc.,) and Hammam Al Andalus, Hotel Miguel Angel Table 7.4 Performance Indicators (expected by is free of charge for the time being for by BlueBay, and many others. ■■ The program provides visibility and December 2019) the partners/ enterprises who offer their (See the list of program participants) updated information to the current / ■ 500 000 visits to the website products and services via the platform. potential visitors and customers about ■ 50 000 vouchers offered through the platform 7.4.5 Beneficiary the destination and its local tourism ■ 15 000 registered users Technically speaking, the website has stakeholders through a variety of ■ 4 000 vouchers (downloaded) AAA level of accessibility and has been ■■ The city of Madrid will be the main benefi- platforms and media such as: www. ■ 100 partner companies developed to facilitate easy access for ciary of these initiatives if these objectives vuelveamadrid.com , promotional videos, Table 7.5 those who have disabilities. are successfully accomplished. www.esmadrid.com, social media, blogs, Promotion Achievements

come back to Madrid(Vuelve a Madrid)

186 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 187 Madrid as an urban destination at national ■ 36 600 leaflets distributed and international levels have gained ■ 223 social media publications ■ 39 newsletters sent to users and partners momentum through the implementation of ■ 11 marketing campaigns published digital technology and smart initiatives. In ■ 10 outdoor marketing campaigns Madrid, relevant practices of smart tourism ■ 4 advertisement on social media are becoming a driving force for innovation, personalized publications in the creativity and competitiveness. tourism channels ■ 1 annual update of the official video of the program “Vuelve a Madrid” is a promising example

■ 1 annual update of the social media of a “co-creation experience” which allows video version customers to become an active and media coverage:3 internationals, 9 fundamental part of the tourism value chain. nationals The companies interviewed (Cool Tour Spain 7.5 Observations: www.cooltourspain.com, Hammam Al Ándalus Madrid www.hammamalandalus.com, The city of Madrid is one of the top urban and Hotel Miguel Angel by BlueBay www. destinations worldwide (leisure and MICE) hotelmiguelangel.com) have all agreed that and has been performing successfully in this initiative adds value to their businesses recent years through strong and effective and improves their access to their customers. tourism development and management strategies, which are also compatible with 7.5.1 Opportunities: the overall urban development policies. Experiences

■■ Under the umbrella of the local public market intelligence and the monitoring of As has been indicated previously, the authorities a “stakeholder synergy” is 7.5.2 Challenges: customer behavior. city of Madrid has embraced innovative created among the engaged stakeholders ■■ As regards the overall objective and impact mechanisms and models for sustainable for an effective marketing of Madrid. ■■ The initiative provides recognition and of the program: “to increase the number tourism management and market visibility to the less-explored parts of the of returning visitors to Madrid by building intelligence, and in the meantime adopted ■■ The enterprises which have participated city and related experiences. a loyal market ”; the expected quantitative and/or launched smart tourism tools which in the program enjoy additional exposure results cannot be achieved and measured enable the customers to enhance the to the public incurring no financial burden; ■■ Vuelve a Madrid, an innovative initiative in the short term, and the initiatives need quality of their experience while enabling this especially enables small enterprises operated and monitored by local authorities, further promotion among the target the industry to maximize its benefits in to improve their competitive advantages. has great potential to involve more partners segments of the market and the industry. terms of brand and positioning. The and achieve its objectives by creating strategic public and private partnerships, ■■ The platform offers a dynamic interface added value to the management and particularly those for the marketing of with visitors facilitating communication of marketing efforts of Madrid as a destination.

188 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 189 MARRAKECH Morocco8

190 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 191 2. Sustainable development of the urban taking into account their carrying capacity. fabric, and universal access to basic services; 8.1.2.1 Connectivity

3. Local governance and upgrading of the Between 2015 and 2018, there were 73 communal administration, cooperation and new flight connections with the airport partnerships. of Marrakech-Menara, which now receives 254 flights a week. The number Three orientations have been set, leading of passengers registered at the airport to the identification of 297 projects (total has increased from 3,978,725 in 2015 to

Drinking water analysis laboratory of Radeema budget of MAD 12.4 billion, or EUR 1.14 5,350,000 in 2018. billion) to develop Marrakech as: The growth in air traffic is expected to 8.1 Introduction territory. Together with tourism, its economy ■■ An authentic city and a global tourist continue in 2019 and 2020, according is mainly based on commerce and crafts. destination; to the Conseil Régional of Tourism (CRT) Often dubbed the “red city” or “ocher de Marrakech, the Regional Council for city”, Marrakech is the capital prefecture of Marrakech city is subdivided into two ■■ A city of sustainable renewal, offering Tourism of Marrakech. Marrakech-Safi, one of the twelve regions distinct parts: the new (or modern) part decent conditions for its inhabitants and instituted by the Kingdom of Morocco in including the districts of Guéliz and its visitors; 8.1.2.2 Tourist attractiveness 2015, each region corresponding to a Hivernage, and the historic part of Medina. 1 Wilaya . The region is located at the bottom ■■ An open city adopting the mechanisms Since its foundation in 1062 by the first King of the Atlas Mountains and covers an area 8.1.1 Marrakech Action Plan for 2017- of good governance for territorial of the Almoravides dynasty, Marrakech 2 of 2,625 km , with 70% flat lands and 30% 2022 development. has evolved to become a popular tourist hills. destination due to its many historical, The Marrakech Action plan for 2017-2022 8.1.2 Marrakech Tourism cultural, architectural, and natural assets. Based on the latest general census was prepared by the City of Marrakech 2 carried out in Morocco , the population of through a participatory process involving The national tourism strategy of Morocco The Medina of Marrakech was designated Marrakech prefecture totalled 1,330,468 1,200 participants, including 200 "Vision 2020" was designed in 2010 with the a UNESCO World Heritage Site in 1985, inhabitants in 2014, with an urbanization women, 70 external participants and 60 main objective to distribute and disseminate and in 2001, the Jemaa El Fna square was rate of 73.70% (Marrakech-Safi region: representatives from the private sector. the revenues generated through tourism listed as a UNESCO Masterpiece of the 4,504,767 and Morocco: 33,848,242). within the country. This strategy has Oral and Intangible Heritage of Humanity. This Marrakech Action Plan focuses on set several goals aimed at leveraging Considered the capital of tourism of three priorities: the natural and cultural assets of eight On 7-18 November 2016, Marrakech Morocco and its fourth largest city, competitive tourism territories, including hosted the twenty-second Conference of Marrakech covers a surface area of 31,160 1. Economic development and valorisation “Atlantic Marrakech”, which encompasses the Parties (COP22), and the City designed, km², which represents 4.5% of the national of tangible and intangible heritage; Marrakech, Toubkal and Essaouira, while implemented and committed to many

192 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 193 sustainability initiatives on that occasion. consideration. 8.2.1 National strategy of Morocco the umbrella of the 10-Year Framework of for sustainable tourism Programmes on Sustainable Consumption During the Africities Summit in November 8.1.2.4 Tourism Accommodation and Production, led by the World Tourism 2018, the city of Marrakech was designated Since 2006, Morocco has demonstrated Organization (UNWTO). The One Planet African Capital of Culture 2020. Etablissements Hoteliers Classés (EHTC), its commitment to promoting sustainable Network highlighted several case studies or classified hotel establishments, have tourism, through a variety of initiatives and for Morocco such as the Sustainable 8.1.2.3 Tourism flows rapidly expanded in Marrakech in recent projects such as the “Trophées Maroc du Lifestyles Cased Studies from the Hospitality years, mostly towards luxury tourism. By tourisme durable” (Morocco Sustainable Workplaces-Marrakech Hotels 5. In 2018, the Kingdom of Morocco recorded the end of 2018, there were 85.000 beds Tourism Awards), and the Moroccan 3 12.3 million international arrivals, an in EHTC, 40% of them being in four and Charter for Sustainable Tourism updated 8.2.2 Sustainable tourism in Marrakech increase of 8% compared to 2017. five-star hotels. Five-star hotels recorded in January 2016 on the occasion of the first 2,809,957 overnight stays in 2018, followed edition of the Moroccan Sustainable and The CRT of Marrakech has worked with At its Ordinary General Assembly in May by four-star hotels (2,385,737) and hotel Responsible Tourism Day. institutional partners such as the Wilaya, 2019, the CRT of Marrakech announced clubs (1,759,215 overnight stays). the City council, the Office national des that the city had registered 2,592,224 tourist In 2014, the Moroccan Ministry of Tourism Aéroports (ONDA), the National Office of arrivals (+6% from 2017) including 300,000 8.1.2.5 Destination management was elected as co-lead of the “One Planet - Airports, and the Agence Urbaine (Urban Business / MICE travelers, corresponding Sustainable Tourism Programme”4, one Agency) to design and implement a to 8,514,431 overnight stays (+10% from The main mission of the CRT is to promote of the six programmes launched under sustainable tourism strategy in Marrakech. 2017). The occupancy rate rose to 59%. the development of tourism in the Marrakech- Safi Region in coordination with By nationality, tourists from France totalled the Ministry of Tourism and ONMT, for the the highest number of overnight stays implementation of the visions and strategic in 2018 (2,339,222/+10%), followed by programs at the regional level. Great-Britain (1,077,686/+3%), Germany (474,232 /+12%) and Spain (323,694 8.2 Sustainable Tourism in Marr­ overnight stays /+52%). akech

In June 2016, Morocco exempted Chinese On 20 June 2019, a participatory meeting was nationals from visa requirements. The held between the CRT, local administrators number of Chinese tourist travelling to and tourism operators of the Marrakech-Safi Morocco increased from 15.000 in 2015 region, and led to several recommendations, Screenshot of Green Key Portal to 180.000 in 2018. Earlier this year, the including the establishment of a regional Director of the Office National Marocain du observatory for sustainable tourism Tourisme (ONMT), the Moroccan National competitiveness, and the decision to support Tourism Office, announced that a direct tourism operators’ goal of successful digital flight from China to Morocco was under transition.

194 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 195 as development of the main arteries and Morocco enshrines sustainable development green spaces, and the renovation of some as a right for all citizens, with various monuments and historic gardens. policies, institutional reforms, and national strategies, as well as structuring programs Additionally, a series of conventions aimed at promoting renewable energies, were signed in May 2019 in order to energy efficiency, water saving and the preserve the authentic architectural and sustainable management of solid and liquid urban characteristics of the old medina waste. of Marrakech and to enhance its local architectural aspects. As a key economic sector for Marrakech and a heavy consumer of environmental 8.2.2.3 Decent work and economic growth and energy resources, tourism occupies a central position in this framework. Medina Bike Located on the outskirts of the city, the former industrial district of Sidi Ghanem Extension of the capacity of the Marrakech Due to hotels, swimming pools and golf in Morocco (5.6% of a total of 1,500 in Marrakech was hit by the textile crisis Waste Water Treatment Plant courses, Marrakech has suffered from a establishments, including 600 guest from the 1980s. It was then developed by growing depletion of its water resources, and houses), 28 of them being in Marrakech. the Erac-Tensift (regional establishment of In order to follow along with the urban and 30% of its palm groves had been impacted planning and construction) and is now a tourism development of the city of Marrakech, as of 2016, year of the COP226. Since then, a Through its Green Key Portal10, the business area of 175 hectares with more the Régie Autonome de Distribution d’Eau vast tree-planting program has been carried Foundation Mohammed VI for the Protection than 500 industrial lots, full of local designer et d’Electricité de Marrakech (RADEEMA), out, along with other measures. of the Environment has promoted the Green workshops and trendy stores selling their the public company in charge of water and Key label and shared tools and good productions, including high-end fashion power supply services in Marrakech, has 8.2.2.1 Introduction and Implementation of practices implemented by labelled hotels, items that are sold to locals and tourists. implemented a vast extension of the capacity the Green Key Label such as composting and waste water of the waste water treatment plant (STEP). management. Located in Sidi Ghanem, Emerging 11 Together with the Blue Flag7 eco-labelling Business Factory was established Since then, STEP has contributed to scheme for beaches, the Green Key8 8.2.2.2 Preservation of cultural and natural in December 2015 as the first private sustainable tourism since waste water label has been promoted in Morocco by heritage incubator / co-working space of Marrakech, has been heavily used for watering green the Foundation Mohammed VI for the hosting and supporting several start-ups areas and Marrakech’s 14 golf courses in Protection of the Environment9 chaired by At the central government level, a partnership involved in the local and global tourism and order to put less pressure on the region’s HRH Princess Lalal Hasnaa since 2008. agreement was signed in 2018 for the hospitality industries. water resources. In 2016, the average financing and execution of the rehabilitation annual water consumption of a golf course As of 2018, there were 84 Green-Key- program of the Medina. This 45-month 8.2.2.4 Environmental sustainability in Morocco was estimated to be 200,000 12 labelled accommodation establishments project includes several components such cubic meters. The 2011 Constitution of the Kingdom of

196 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 197 broadband and FTTH-Fiber To The Home- 8.3.1.1 Open Data network in Morocco: digital urban planning, extension of universal high and very-high In 2018, Morocco ranked 42nd out of 178 broadband connectivity services, and countries in Open Data and first in the framework for the establishment of telecom North Africa region13. infrastructures for new buildings.

Electric High-Level-Service Buses

Biogas valorization of the Marrakech operation in reserved corridors, together landfill site with tram-buses on wheels using any kind of corridors. This project will generate one megawatt of power to support the public lighting network of 8.3 Smart Solutions for Sust­ Marrakech managed by RADEEMA, thanks to ainable Marrakech the methane collected from the landfill, which will be treated and converted in a bioelectric 8.3.1 National digital and smart stra­ Home page of the Data.gov.ma portal site, hence contributing to the reduction of tegies around 60.000 tons of CO2 per year. In 2016, the Ministry of Urban Planning and 8.2.2.5 Green transportation Development (MUAT) initiated a strategic vision supported by master plans for the The Municipality of Marrakech has opted digital transformation of Moroccan cities, for electric buses operated within the with Marrakech, Fez and Agadir selected framework of the High-Level-Service Buses as pilot cities. or Bus à Haut Niveau de Service (BHNS) Project. Furthermore, a photovoltaic solar Marrakech will also benefit from the station has been installed with a total adoption in February 2019 of the capacity of one megawatt for charging Consolidated law 24-96 on Post and electric buses. Telecommunications, which addresses three fundamental conditions for the The first fleet of over 30 buses is in development of very high-speed Homepage of Morocco Data Portal

198 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 199 RADEEMA e-invest platform RADEEMA Mobile solution

The main platforms used for open data are strategy; with the use of light-emitting diodes, LEDs, Jemaa el-Fna square. Data.gov.ma14 and Morocco Data Portal15 for its public lighting system. ■■ Development of mobile solutions such 8.3.2 Smart Tourism Vision of Marr­ 8.3.1.2 Smart utilities as the Smartphone App RADEEMA Mob, Maintenance is facilitated through a akech an electronic solution aimed at improving computer system (CMMS-computerized RADEEMA has implemented the digital customer management and Customer maintenance management system) with a In 2015, the CRT of Marrakech initiated a transformation of its customer management relationship management; monitoring system for tracking and control. digital strategy in consultation with ONMT. through a comprehensive set of services 16 and tools, which benefit tourist operators in ■■ RADEEMA-SMS service; In order to optimize its public lighting The website Visit Marrakech was launched Marrakech. management, and within the COP22 in 2016 as the first official tourism portal of ■■ Mobile App for Cash Collection; organization framework, the Municipality of Marrakech. According to the CRT, it had In particular, RADEEMA has launched its Marrakech took the opportunity to renovate recorded a monthly traffic of 50,000 visitors new "e-invest" platform in 2017, in order to ■■ Mobile App for Meter Reading, with the its public lighting park representing about by the end of 2017. It is now available in process and manage the administrative progressive generalization of remote 61.000 light points. Arabic, Chinese, English, French, German and commercial procedures online, power meter reading starting with large Russian, and Spanish. equipping real-estate investors, promoters, customers. Moreover, four “trees” holding smart solar hotels, and medium voltage customers. panels have been installed in Marrakech Moreover, the App MyCop22 was launched Public lightning optimisation Project for the COP22, providing light during night as the official application of COP22 in Other initiatives of RADEEMA include: time, and free energy to charge phones. Marrakech in 2016, and is available in four In parallel with the use of solar energy, Since then, these solar-trees have been different languages (English, Spanish, ■■ Development of a multi-channel payment Marrakech advocates energy efficiency, relocated in tourist areas such as the French and Arabic).

200 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 201 Visit Marrakech Homepage

monuments, gardens, events, etc. banking market and has developed at discounted prices, and would be partnerships with oil company Petrom personalized according to the personal to install Electronic Payment Terminals- interests of visitors: golf, dining, attractions, EPT in gas stations as well as in retail and event, shopping, events, etc. transportation businesses. In December Naps announced their plan to include Alipay The 2019 action plan of ONMT provides and WeChat payments in the near future. for the implementation of structural actions, including an important digital turning point. 8.4 Marrakech, a City of Perm­ Solar-tree In this context, the Office has planned anent Renewal to turn to several platforms and mobile applications like WeChat, the most widely- Since its origin and throughout its history 17 MyCop22 offered the following features to Marrakech : 11,542 followers as of June 30, used social network in China. beginning in the 11th century, Marrakech the COP22 delegates: 2019 (Instagram 2,030; and Twitter 256). has learned to intelligently adapt to Moreover, The Chinese electronic Wallet its environment by creating favorable ■■ schedule of events, The CRT is currently developing a Alipay is planned to be deployed in conditions for sustainable development. “Marrakech Pass” based on the London Morocco beginning in 2019 by the 18 ■■ shuttle schedule to the Bab Ighli site, Pass model. The Pass would be available Centre Monétique Interbancaire (CMI) in As developed by the CRT, the concept of for purchase online (available languages: partnership with AfricaPass, EuroPass and "Smart Destinations" includes: ■■ landmarks of Marrakech, English, French, Spanish, Russian and SwiftPass. Chinese), through a QR code, or through ■■ Tourism planning; ■■ on and offline route planner. retailers at different prices (120€, 80€, or 60 €). Since 2017, Naps19, a subsidiary of M2M in Morocco, is also active in the electronic ■■ Integrating sustainability into the tourism The CRT also relies on a Facebook Page Visit The Pass would provide access to

202 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 203 Medina Bike Project

Screenshots of the MyCop22 App spaces and gardens that has been 8.4.1.2 Taxi Roby transformed into Cyber parks and smart

value chain; ■■ Creation of museums dedicated to the gardens with free Wifi to allow people to Launched in December 2018 in Marrakech promotion of heritages such as: use their digital devices on the spot. and in February 2019 in Casablanca, the 23 ■■ Technology, including customer Taxi Roby App, dedicated only to small 20 experience and service delivery; ■■ Museum Yves Saint-Laurent of Marrakech 8.4.1 Transportation and mobility and large taxis, has already more than 1,200 (October 2017), drivers in both cities and some 10,000 ■■ Effective and efficient resource mana­ 8.4.1.1 “Medina Bike" Project in Marrakech active customer accounts. gement based on existing capabilities. ■■ Mohammed VI Museum for the Civilization of Water21 (May 2017), founded by the Marrakech has set up a self-service bicycle Roby's model involves no commission Local stakeholders have carried out Ministry of Habous and Islamic Affairs, project as part of a large greening initiative on the trip by the taxi driver, but a several actions as part of the project in the city to promote low-carbon mobility, monthly fee of MAD 490 for the use of 22 “Marrakech, City of Permanent Renewal” ■■ Dar El Bacha Confluences Museum in partnership with the Moroccan State the booking platform, and the respect of in order to ensure the sustainable and (December 2017); Secretariat for Sustainable Development, strict requirements in terms of hygiene and smart development of Marrakech and to the United Nations Industrial Development safety. allow residents and tourists to enjoy all the ■■ The renovation of built heritages: medina, Organization (UNIDO), the Urban facilities and services without threatening landmarks, ramparts, neighborhoods, Commune of Marrakech, the Medina Bike 8.4.1.3 Smart Innovation Process the City’s wonderful heritage. and public areas Company, the Wilaya region of Marrakech Safi. In November 2017, an international Some of these projects have been completed ■■ The digitalization of public areas: Hackathon was organised in Marrakech. while others are in progress, including: Marrakech is a city with many green

204 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 205 Taxy Roby App Mosque

Around 100 young engineers, designers, At the Conference on Energy Efficiency for from the public and private sectors in socio-cultural, historical and natural assets entrepreneurs, start-ups and citizens, Hospitality hosted in Marrakech, on 19 June Marrakech, the ocher city has progressively to seize the opportunities and complexities worked to propose projects and find 2019, the pilot project of District Cooling in developed itself as a smart sustainable of a growing global tourism market. concrete solutions to several challenges the Hivernage district was discussed. tourism destination, strengthening its solid related to the reduction of CO2 emissions; from green two-wheelers to the optimization Regarding the so-called sharing economy, Chapter 8 Endnotes 9 https://www.fm6e.org/ 10 http://www.clefverte.ma of urban infrastructure to serve green two- almost 17,000 Moroccans had rented an 1 A “wilaya” is a decentralized district existing in 11 https://www.emergingbusinessfactory.com/ parallel with a region (local authority). It is chaired wheelers, as well as improving the safety apartment, a villa or a room through Airbnb 12 Office National de l’Eau Potable (ONEP), the by a wali, appointed by the King of Morocco. National Office for Drinkable Water of Morocco and security of motorcyclists. platform as of 2016, providing a place to 2 RGPH, Recensement Général de la Population et 13 Open Data Inventory (ODIN), developed by the de l’Habitat, General Census of Population and stay to 210,000 tourists in Morocco, coming Open Data Watch (ODW). Housing, 2014 14 http://data.gov.ma/fr 8.4.2 Accommodations from 140 countries. 3 http://cf.cdn.unwto.org/sites/all/files/pdf/charter- 15 http://morocco.opendataforafrica.org/ morocco.pdf 16 www.visitMarrakech.ma 4 https://www.oneplanetnetwork.org/sustainable- 24 17 https://www.facebook.com/visitMarrakech More and more accommodation esta­ The KriDari platform was launched in May tourism 18 https://www.londonpass.com 5 https://www.oneplanetnetwork.org/sites/default/ blishments in Marrakech are voluntarily 2018, as the first platform for searching and 19 https://www.naps.ma files/20190116_case_studies.pdf 20 museeyslmarrakech.com/ integrating and implementing smart booking vacation houses. It is currently available 6 Moroccan expert studies 21 museeaman.ma/ 7 https://www.blueflag.global/ solutions to reduce their energy in French, Arabic, English and Dutch. 22 https://www.facebook.com/darelbacham­ 8 Initiated in 2002 by the ONG Foundation for useedesconfluences/ consumption and carbon footprint, Education and Environment (https://www.fee. 23 https://www.roby.taxi/ global), Green Key is a voluntary eco-label that 24 https://www.kridari.ma especially when it comes to air conditioning. Through the input of the Moroccan central has been awarded to about 2,700 hotels and other government and local stakeholders establishments in 56 countries.

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208 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 209 MIT Senseable City Lab and its Study in Smart city

and tourism Meeting

1. MIT Senseable City Lab Situated within MIT’s world-class School ■■ Data Analytics & Visualization (Turning Tools for Studying Visitor Behaviors in of Architecture and Planning and in big data into urban stories and actionable Museums: A Case Study at the Louvre”, 1.1 Vision partnership with external organizations, tools) Information and Communication Technologies the lab works on groundbreaking ideas in Tourism 2012. The Massachusetts Insitute of Technology’s and innovative real–world experiments: 1.3 Senseable by Numbers Senseable City Lab is a cutting–edge partner cities offer test cases, industry 2.1 Introduction and Background multidisciplinary research group that members provide technical expertise and 400 collaboratores from different disciplines studies the interface between cities, funding, and the Lab unites public and There’s no doubt that one of the great people, and technologies and investigates private sectors with a shared vision of the 500 scientific papers and conference tourist attractions are museums. But how how the ubiquity of digital devices and the future. Together, the lab captures the multi- presentations do people move in a museum? How to various telecommunication networks that disciplinary nature of urban problems in improve their experience by redesigning augment our cities are impacting urban order to deliver research and applications 100 real-world projects internal spaces? In this project started in living. that empower citizens to make choices that 2012 but re-started in 2017, the lab uses result in more liveable urban conditions. 31,000 citations different technologies for tracking people at Considering that the Digital Revolution Louvre’s museum in Paris and understand is changing the way we live today as 1.2 Expertise 70 exhibitions worldwide, among others: their visiting paths. radically as the Industrial Revolution almost MoMA in New York, Venice, Biennale, and two centuries ago, the Lab’s researchers ■■ Mobility & Infrastructure (Reimagining the the Guggenheim Museum. In this study the lab discusses the envision and study solutions that may be future of urban systems) exploitation of data originated from out of the reach of today’s technology, but 2. Showcase: Louvre people- Bluetooth-enabled devices to understand work towards developing ■■ Environmental & Health (Monitoring tracking Project (In Brief) visitor’s behaviour in the Louvre museum in urban environment for a healthier future) Paris, France. the scientific grounding for their realization. Rephrased from Yoshimura, Y. et al. “New

210 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 211 staffs through implementing the study. 2.5 Results and Findings based on the study In order to achieve the goal, the lab proposed to collect and analyze the The study is designed to discover the empirical data on the flows and occupancy following two things: levels of visitors in key areas of the museum. ■■ The spatial use in the museum

2.3.2 Study settings and characteristics of ■■ Visitors’ trajectories the Bluetooth sensors in order to extract the frequent patterns of To achieve the goal, Le Louvre officials visitors’ bahaviour and manage the crowd. Diamond of Louvre Museum suggested to locate the study at one of the most popular areas-a trajectory that leads 2.5.1 Representativeness of the Collected visitors from the entrance (Pyramid) to the Sample The collected samples are analyzed to survey, limited participants or limited space Venus de Milo. examine frequent patterns in visitor’s areas. All these limitations unavoidably First, the representativeness of the behaviours, their trajectory, length of stay influence the results. 10 Bluetooth sensors were deployed to collected sample has been tested. The and some relationships, offering new details collect data of visiting sequences and lab compared the data with the official on behaviour than previously available. Our 2.3 Data Collection Settings staying times along the path. counts of sales of 101 days by using the work reinforces the emergence of a new linear regression model. The correlation methodology to study visitors. It is part of Considering the popular use of mobile is +80% strong positive (between 5.9% recent lines of investigation that exploit the phones and the situation that almost-all 2.4 Collected Data and Measures and 8.7%), providing supports for the presence of pervasive data networks to devices are equipped with Bluetooth (with The study period was defined as a 10- representativeness. complement more traditional methods in passive mode turned on), the lab explored day period in May 2010.The raw dataset tourism studies, such as surveys based on to detect the wireless spectrum by sensors collected from sensors required to pre- 2.5.2 The Spatial Use observation or interviews. in this study. processing in order to extract valuable information. Basically, the data consist of For testing the spatial use, we choose the 2.2 Strategies to collect empirical 2.3.1 Study Objective one unique ID and two timestamps (check- Pyramid Space to analyze. The Pyramid visitor data in and check-out). space serves as the connection node to 3 As the most visited museum in the world, museum accesses, named Denon, Sully The lab first explored the ways used by the Louvre Museum has strong incentive The study collected 12,944 samples. The and Richelieu. And the use of Pyramid will previous studies to capture and collect to explore, to analyze and to improve the researchers did the data cleaning process help the museum to make efficient and visitors’ data in the context of tourism. visitors’ experience. Facing the increasing to remove logs of staff or irrelevant persons flexible policies. However, the researchers found all visits, the Louvre hopes to provide better (e.g. outside the visiting period). ways have strengthens and prominent services, to design scientific management Therefore, mobile devices detected by weaknesses, such as: the limited time for strategies and to reduce pressures on

212 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 213 sensors in nodes 0 to 8 represent people between length of stay and number of who visited such area, that is: visited nodes.

Denon access Used: 0-3;0-4;0-7; and 0-8; The study found that there was NOT a prominent difference between the short stay Either Sully or Richelieu Used: 0-5;0-6 and 0-9; (less than 1:30 min) and long stay (more than 6 hours) visitors. All of them will visit Only Sully or Richelieu Used: 0-0; the similar locations ( path sequence length and its order), but the long stay visitors The collected data indicate that 76% of tend to do so extensively. Even through the visitors used the Denon access while only museum provided more exhibitions, visitors Payment 23% used either of the other two. wouldn’t visit them all and tended to be more selectively. If we focus on the exit behavior, some digital traces. Creating data analytics and how bigger economic patterns could be interesting things can be found: More information please refer to: http:// data visualization from this new layer of understood utilizing data of individual senseable.mit.edu/louvre/ information sheds light on the rich insight economic transactions. most used route:3-0 (25%); of human behavior from the micro scale of 3. Brief Introduction of Other individuals and households, that can scale Researchers at the Senseable City Lab Following by: 7-0 (around 17%) Projects related to Tourism up to a macro scale characterization of built a novel multi-scale predictive model of and Cities cities and countries. Spanish regions, quantifying the distinctive 5-0 (around 16%); signature of each region based on their 3.1 Urban Lens Urban Lens explores millions of anon­ spending behavior by identifying indicators Left through Sully or Richelieu: 40% of the ymized financial transactions in Spain regarding the amount of spending, type of visitors How data can help us better understand based on data provided by BBVA, which spending, type of individual, and individual our cities and the people that leave in holds a ubiquitous banking infrastructure mobility. The model was validated at the Left through Denon: 60% of the visitors them? Doing so, it is possible to compare in the country. The data provides an provincial scale using official performance different cities (or regions), compare opportunity to uncover macro trends statistics, and proved a strong correlation 2.5.3 Visitor’s Trajectories different spending behaviors and ideally derived from a fine-grained scale of between individual spending behavior and diversify inhabitant spending patterns from individual economic behavior. In light of official socioeconomic indices. Finally, a In order to unveil the frequent patterns tourists ones. The following project is the the failure of past decades to produce scale-free clustering was developed to of visitors’ behavior, the study analyzed first attempt in doing so, using millions of models that effectively predict and explain enable a consistent aggregation of regions the trajectories, stay length and their financial transactions in Spain. the macroeconomic trends, the lab noticed in different spatial dimensions. Urban relationship. that a gap exists between models of micro Lens holds tremendous potential in its far- Since the advent of pervasive digital behaviors and macro phenomena. This reaching applicability to discover patterns The study explored the most used technologies in our daily lives, people project performs a comparative analysis of that can be used in urban planning, policy- trajectory, transition rates and the relation are leaving an increasing amount of city microeconomics, aiming to elucidate making and business decisions. The web

214 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 215 application allows users to explore these providers, and communities at large. indicators and cluster regions based on their distinctive economic signature. As vast human mobility datasets become readily available, it is important to ask More information please refer to: http:// questions about how effectively urban senseable.mit.edu/urban-lens/ space and places bring together people, the nature of those places, as well as what 3.2 Friendly Cities kinds of patterns arise in cities. With this new research conducted at MIT Senseable

It is also possible to better understand City Lab, the social roles of a city can now Roboat Project how people interact in cities, and if this be better evaluated at unprecedented interaction happens only within certain spatiotemporal scales, inspiring new categories of people (yielding to social policies and practices that benefit the well- world has been developed, and identifies Roboat is a 5 year research project and segregation) or mixing different categories being of people and society. their visual similarities. While each city has collaboration between the Amsterdam of people (facilitating social inclusion). The its own visual identity, they often share Institute for Advanced Metropolitan visual similarities with one another. The lab Solutions and the Massachusetts Institute following study aims at recognizing physical More information please refer to: http:// quantified the similarity between two given of Technology. In developing the world's places in the city that foster segregation vs. senseable.mit.edu/friendly-cities/ inclusion, using mobile phone location data. cities as the summed percentage of images first fleet of autonomous floating vessels that the model misclassified as the other city for the city of Amsterdam, it investigates This is particularly relevant for the tourist 3.3 Indistinct Cities sector, as the mixing of tourist/locals is a the potential of self-driving technology to key measure both for tourism sustainability On a more general perspective, we might More information please refer to: change our cities and their waterways. and for a tourist authentic experience in a ask why some cities are so unique and http://senseable.mit.edu/indistinct_cities/ city and their direct learning from locals. worth it to visit. This is of course a too- Roboat is a new kind of on-demand vague question, but restricting it to visual 3.4 Roboat infrastructure: autonomous platforms will Technological advancements in the similarities only (e.g. architecture, city combine together to form floating bridges contemporary world have empowered topology, greenery, infrastructure shapes…) Lastly, a project that grounds on the and stages, collect waste, deliver goods, people—especially in urban settings— we might ask which cities are more fundamental technology revolution of and transport people, all while collecting to interact through a variety of social “similar” to each other, and try to quantify autonomous driving, but gives to it a very data about the city. We re-imagine channels (e.g., phone calls, emails, and that measure. In the following project, an clear and defined scope: autonomous urban infrastructures with cutting-edge social network tools). Despite of this digital AI-based algorithm has been deployed boats both for people and for cities technologies. transformation, the roles of physical space to provide that answer, using millions of services. The lab explored how self driving in facilitating human social interactions Google Street View images. boat have the potential to innovate many More information please refer to: http:// have never become irrelevant. An improved city processes, and some of them could roboat.org/ understanding of how people are connected Using more than 2 million social media be designed specifically for tourism in physical space serves as valuable images, a model that quantifies the needs (e.g. transportation, attractions, Text excerpts and figures are curtesy of the information to urban designers, local service distinctiveness of 18 cities around the accommodation, food…) Think about your MIT Senseable City Lab. self-driving floating hotel room!

216 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 217 Reference

Applications (online), available at: www. myhelsinki.fi/en/environmentally-friendly- quarterly2_18screen_spreads.pdf (23-05- (26-05-2019). digitraffic.fi/en/applications/ (23-05-2019). accommodation-in-helsinki (22-05-2019). 2019). Ramboll (2019), WHIMPACT: Insights from City of Helsinki (2011), City of Helsinki Helsinki: Statistics Finland (2017), Palomäki, T. (2018), In future, Helsinki the world’s first Mobility-as-a-Service (MaaS) Accessibility Guidelines (online), ‘Appendix table 1. Capacity and its residents can receive real-time and detailed system (online), available at: https://ramboll. available at: www.hel.fi/static/hki4all/ utilization in 2017’, in: Official Statistics air-quality data-the HOPE project receives com/-/media/files/rfi/publications/Ramboll_ esteettomyyslinjaukset/accessibility_ of Finland (OSF): Accommodation large EU funding (online), available at: whimpact-2019.pdf (27-05-2019). guidelines.pdf (28-05-2019). statistics [e-publication ISSN=1799-6325], www.helsinki.fi/en/news/data-science- available at: www.stat.fi/til/matk/2017/ news/in-future-helsinki-residents-can- Sustainable Finland (online), available at: City of Helsinki (2005), City of Helsinki matk_2017_2018-04-19_tau_001_en.html receive-real-time-and-detailed-air-quality- www.visitfinland.com/sustainable-finland/ Accessibility Plan (online), available (25-5-2019). data-the-hope-project-receives-large-eu- (27-05-2019). at: www.hel.fi/static/hkr/helsinkikaikille/ funding (28-05-2019). suunnitelma/City%20of%20Helsinki%20 Mustonen, P. (2018), ‘Helsinki tourism Moroccan Ministry of Tourism, Air Transport, Accessibility%20Plan.pdf (28-05-2019). enjoys a record-breaking year-but what Port of Helsinki (2019), Traffic in the Handicraft, and Social Economy (2019) next?’, Helsinki Quarterly [electronic], 2018 Port of Helsinki (online), available at: Tourisme en Chiffres, Arrivées des Touristes Environmentally friendly accommodation (2), Helsinki, pp. 24-35, available at: https:// www.portofhelsinki.fi/sites/default/files/ (online), available at: https://www.tourisme. in Helsinki (online), available at: www. www.kvartti.fi/sites/default/files/files/issue/ attachments/Tilasto%202018%20ENG.pdf gov.ma/fr/tourisme-en-chiffres/arrivees-des-

218 WTCF • Global Report on Smart Tourism in Cities WTCF • Global Report on Smart Tourism in Cities 219 touristes GMR_Morocco.pdf 责任编辑：赵 芳 责任印制：冯冬青 Moroccan Ministry of Tourism, Air Transport, Green Growth Knowledge Platform (2017), Handicraft, and Social Economy (2019) Morocco National Sustainable Development Eco & Sustainable Development (online), Strategy (online), available at: http://www. 图书在版编目（CIP）数据 available at: https://www.tourisme.gov.ma/ greengrowthknowledge.org/national- 全球智慧旅游城市报告 = Global Report on Smart Tourism in Cities : 英文 / 世界 en/vision-2020/programmes-and-projects/ documents/morocco-national-sustainable- 旅游城市联合会 编著 . -- 北京 : 中国旅游出版社 , 2019.8 ISBN 978-7-5032-6311-8 eco-sustainable-development development-strategy

Ⅰ. ①全… Ⅱ. ①世…Ⅲ. ①城市旅游－研究报告－ RADEEMA (2019) D'ambitieux projets au Fagnon F. (2018), Alipay Attendue sur le 世界－英文 Ⅳ. ① F591 service du développement durable de la Marché Marocain (online), available at: https:// cité ocre (online), available at: https://www. www.leconomiste.com/article/1038029- 中国版本图书馆 CIP 数据核字（2019）第 168749 号 radeema.ma/projets-mobilisateurs alipay-attendue-sur-le-marche-marocain

Moroccan Ministry of Equipment, Transport, Chauvet A. (2016), COP22: Le Maroc Logistics and Water (2018) Projet Feuille de mise sur un tourisme «durable»(online), Route pour une Mobilité Durable au Maroc available at: https://www.20minutes.fr/ (online), available at: http://www.ppmc- planete/1957967-20161109-cop22-maroc- transport.org/wp-content/uploads/2016/04/ mise-tourisme-durable

书 名：Global Report on Smart Tourism in Cities

编 著：世界旅游城市联合会 出版发行：中国旅游出版社 （北京建国门内大街甲 9 号 邮编：100005） http://www.cttp.net.cn E-mail:[email protected] 营销中心电话：010-85166536 排 版：北京中文天地文化艺术有限公司 印 刷： 版 次：2019 年 8 月第 1 版 2019 年 8 月第 1 次印刷 开 本：720 毫米 ×970 毫米 1/16 印 张：14 字 数：200 千 定 价：168.00 元 ISBN 978-7-5032-6311-8

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220 WTCF • Global Report on Smart Tourism in Cities