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Analysis of tourists in Madrid & Barcelona | Big Data Spain

The purpose of the study is to make use of the opportunities for the sector, in particular the hotel industry, of incorporating macrodata collected from the electronic activity of anonymous foreign tourists into their market research. Analysis of the vast amount of data produced by digital activity opens up a wide range of opportunities for companies to enhance the services they offer and the management of their business. This study is a first step in understanding the possibilities of Big Data. In this specific case, we are looking to contribute and add value to what is a key sector for the Spanish economy. However, it can be replicated in another economic and social sectors. One of the document’s main strengths lies in having been able to gather together and cross­reference data from two different companies: Telefónica Móviles España and BBVA.

The former provided data about the activities of foreign handsets that used Telefónica’s infrastructure between 7 and 21 October 2012 in Madrid and Barcelona; while BBVA provided data on electronic payments by foreign cards sent through the bank’s terminal network in those cities during the same period. RocaSalvatella and Telefónica I+D have worked on analysing the data and producing the report’s conclusions and recommendations.

The set of tourists who visited Barcelona or Madrid during the analysed period were selected from the following 21 countries included in the study: France, Italy, the United Kingdom, the Netherlands, Portugal, Switzerland, Sweden, Poland, the United States, Belgium, Russia, Norway, Brazil, Denmark, Argentina, Japan, China, India, United Arab Emirates, Saudi Arabia and Singapore. 680,928 mobile handsets and 168,921 cards were included in the study. Many different indicators were used to carry out the study. On the one hand, we studied indicators traditionally used by the tourism industry and others that could not be quantified without Big Data analysis.

The study has made it possible to obtain information about the following aspects:
• Visitors’ main country of origin
• The country of origin of tourists who opt for Madrid and those who opt for Barcelona
• Length of stay by country of origin
• Journeys between the two destinations, Barcelona and Madrid
• Days and areas where foreign visitors prefer to stay
• Average daily spending and cumulative spending throughout the entire stay.

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