Within the framework of the Sustainable Tourism Destination Plan (PSTD) of the Community of Calatayud, GEINNOVA has developed two active listening reports aimed at understanding how the territory is perceived in the digital environment and identifying opportunities to improve its tourism promotion strategy.

This action is part of the maintenance and evolution of an active listening system based on digital data analysis, a tool that enables the collection, processing and interpretation of large volumes of public information from different online channels. Its objective is to identify trends, relevant topics, opinions and conversation patterns related to the Community of Calatayud as a tourist destination.

Monitoring and analysing the digital conversation

Throughout the implementation of the service, GEINNOVA has carried out the technical and functional maintenance of the active listening platform, ensuring the correct collection of information from social networks, news outlets, digital media, blogs, websites and forums.

The work carried out has included the review of monitored sources, the optimisation of searches and filters, the refinement of results and the quality control of the data collected. Thanks to these improvements, the system provides more accurate information about the perception of the destination, its tourism resources, events, heritage, natural areas, gastronomy and experiences linked to the territory.

In addition, the monitoring dashboards have been updated, facilitating the analysis of key indicators such as conversation volume, the evolution of mentions over time, the most active channels, the main topics discussed, associated sentiment and the profiles with the greatest capacity to amplify the destination’s visibility.

Two reports to support tourism strategy

As a result of this work, GEINNOVA has prepared two active listening reports covering the following periods:

• Active Listening Report 1: from 15 January to 31 March 2026.
• Active Listening Report 2: from 1 April to 20 June 2026.

These reports provide a comprehensive overview of the digital conversation surrounding the Community of Calatayud, analysing different areas of the destination: the territorial brand itself, its municipalities, historical and cultural resources, natural spaces, events, wine tourism, gastronomy, and health and wellness tourism.

The analysis makes it possible to identify which resources generate the greatest interest, which contents achieve higher visibility, which actors contribute to promoting the territory, and which communication lines can be strengthened in future promotional actions.

Data-driven communication for a stronger tourism strategy

Active listening has become a key tool for understanding the digital image of the destination and supporting data-driven decision-making. The results obtained allow communication strategies to be adapted to the real interests of visitors and online audiences, strengthening the Community of Calatayud’s digital presence and improving its positioning as a tourist destination.

Through this action, GEINNOVA contributes to the digital transformation of the territory by providing innovative solutions that enable a more connected, efficient and destination-oriented tourism promotion strategy.

The project is developed within the framework of the Sustainable Tourism Destination Plan of the Community of Calatayud, funded by the European Union – NextGenerationEU through the Recovery, Transformation and Resilience Plan.