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Yesterday, 7th June, the 4th Canary Islands Digital Tourism Congress was inaugurated at the Elder Museum of Las Palmas de Gran Canaria, in which Promotur Turismo de Canarias participated along with different tourism companies and institutional representatives as well as experts in this field, who shared the latest trends in digital marketing applied to tourism.

At this meeting, the manager of Promotur, María Méndez, explained the challenges that the Canary Islands brand faces in an increasingly volatile, uncertain, complex and ambiguous environment. In order to be able not only to adapt, but also to anticipate, Turismo de Canarias has had to rethink its marketing strategy, an area where innovation is key. In this sense, there is a new road ahead, a journey that will take over the next few years towards the martech, which includes studying the complexity of tourists’ behaviour, understanding their wishes and communicating with them, tracking data and interpreting it.

In short, it is about going beyond the customer's knowledge, their motivations, expectations and consumption habits, but also with a deeper insight of the market, of the competition available and of the changes behind a constantly changing industry. This knowledge, based on technology, big data and tourism intelligence, has to be able to anticipate trends and new relevant motivations.

In this sense, our decisions are moved by motivations, even when we talk about holidays. Therefore, a tourist brand such as the Canary Islands must be built thinking of bonds that go beyond the product and its functionalities. Hence, the importance of anticipating and being able to manage new motivations that can become relevant, since today's motivations are not the same as those in the future.

The congress, organised by the Official Canary Islands Association of Technical Telecommunications Engineers (COITTCAN) and the Canarian Association of Information and Communication Technologies Engineers (ACITICS), was the meeting point to share issues related to mobile services, social networks, the internet of things, cloud computing, geolocation, virtual reality, augmented reality, online travel agencies and intermediation platforms as the main trends in the sector.