Germany analyses big data with AI to manage tourist trends

This information was sourced from the European Commission, Joint Research Centre (2026): PSTW: Public Sector Tech Watch latest dataset of selected cases. [Dataset] doi: 10.2905/JRC.J1MWC9R PID: http://data.europa.eu/89h/e8e7bddd-8510-4936-9fa6-7e1b399cbd92. Licensed under Creative Commons Attribution 4.0 (CC BY 4.0).

This solution from the German National Tourist Board (GNTB) provides a comprehensive overview of destination visitor trends. analysed data allows for a better understanding of origin markets, tourist preferences, and the impact of certain events on tourism demand, as well as insights into how, when, and where marketing investments perform best.

The project began with the design of objectives and indicators to monitor the success of GNTB marketing efforts, aiming to identify and select market information and campaign data useful for understanding their impact and designing future strategies. To maximize success, the GNTB enlisted the help of a specialised private company in Data Analytics, which fulfilled two fundamental roles. Firstly, it provided precise and almost real-time data on the impacts of different marketing campaigns on visitor origin markets. Secondly, it generated analysis reports and provided access to a Business Intelligence platform for visualizing results. Large databases from various Global Distribution Systems (GDS) and other sources on flight reservations were utilized to analyse the success of these actions by comparing variations before and after the campaigns. Notably, Machine Learning techniques were employed to create trend prediction algorithms.

Insights gained included variables such as identifying nationality trends, understanding how tourists arrived at the destination, and comprehending the most popular cities among different population segments. Visitors to the destination will experience an indirect effect of this solution, as tourism offerings can be tailored to their preferences, enhancing overall trip satisfaction.

Budget: Not disclosed