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European visitors have confidence in Colombia: increased security and satisfaction

The number of European visitors in Colombia has increased by 12% between January and September 2018, while the security and perception indexes show good progress.

According to the latest visitor statistics published by ANATO* (Colombian association of travel agencies and tourism), Colombia has broken its records of international arrivals during the first nine months of the year. In total: 3.1 million visitors, which means an increase of 31.8% in comparison with the same period in 2017. Among these arrivals, 9% corresponds to Europeans, reaching 276,000 visitors during the aforementioned period, i.e. 12% more than last year.

Mabrian Technologies, which has been collaborating with the Colombian Ministry of Commerce, Industry and Tourism since July 2017, by analysing tourist Big Data to identify tourist dynamics, has carried out a study about European markets’ perceptions and interests in the destination.

To do this, more than 300,000 Social Network tourist mentions about Colombia have been analysed, as well as 20,100 reviews of 843 hotels on the main review sites. The research covered the main European markets: Spain, France, United Kingdom, Italy and Germany, between 1st January and 31st August 2018.

The application of Artificial Intelligence, Machine Learning and Natural Processing Languages techniques enable Mabrian’ s analysts to draw a concrete profile of the satisfaction and interest of these markets for the destination.

Among the different indexes that Mabrian’s Travel Intelligence platform calculates, the Global Satisfaction Index for the destination (GTPi) stands out. This has been boosted by a notable growth in the Perception of Security index (PSi) and the Perception of Climate index (PCi), which is encouraging visitors to choose Colombia for their holidays.

On the other hand, the Tourist Product Satisfaction index (TPi) shows a slight decrease in comparison with 2017, dragged down mainly by a decrease in the satisfaction of tourist products like Natural or Active.

Regarding the satisfaction with the accommodation services, the Hotel Satisfaction index (HSi) shows heterogeneous results depending on the market. While French and German perceptions have improved, Spaniards, Brits and Italians are less satisfied than in 2017. This has affected their Global Satisfaction index (GTPi) towards the destination.

Focusing on the interest that tourists from these markets show during their visits to Colombia, the Cultural, Natural and Active products stand out in general. Nevertheless, differences have been observed in the other areas. For example, Spanish visitors show more interest in gastronomy, family trips and shopping than the remainder of the analysed markets. Germans, as well as the French, are more interested in natural activities and sunbathing.

All this data transformed into knowledge, has empowered MINCIT (the Colombian Ministry of Commerce, Industry and Tourism) to better understand their target markets in the last year. This has enabled them to tailor promotions and experiences better suited to their preferences.  This has resulted in a rise in arrivals to the destination as observed in the published statistics.

* January-September 2018: Record period for foreign visitors to Colombia. Source ANATO (Asociación Colombiana de Agencias de Viaje y Turismo).

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