To set up a tourist guidance system that combines artificial intelligence tools with a new public/private governance model to improve the link between supply and demand

The restructuring of the tourist model is geared to greater diversification of products and increasing segmentation; however, the marketing system is very rigid and hinders supply and demand from being aligned. The development of artificial intelligence tools applied to tourist marketing may become the catalyst the sector needs to regain ground in a post-Covid world. The creation of a multi-platform digital setting is proposed which will enable product and destination searches to be performed and will be connected to booking and information systems. During the pre-journey stage, this system should make it possible to widen the product focus and the portfolio of available activities, while dividing visitors up according to interests. In the after-journey stage, it should encourage loyalty and engage potential influencers. This system should make it easier to compile useful information for the sector and contribute to enhanced productivity. This new tourist promotion model calls for public/private cooperation and entails reorganising the governance of the sector. Positive examples of governance can be seen in the French model: "À tout France - Agence de développement touristique de la France" and, particularly relevant to Barcelona, the English model: "London & Partners", in which more than tourism is promoted.