The Balearic Islands, Barcelona, Benidorm, Gandía and Salou are rolling out WiFi networks and implementing tools to collect visitor data so they can find out about, predict and influence beach management in real-time. Interactions with visitors allow them to enrich their CRM, perfect traveller segmentation and increase tourists' likeliness to spend through push offers.

This initiative uses a range of tools, allowing destinations to:

• Provide a free, automatic and secure wireless connection to the Internet, in accordance with current regulations on telecommunications, electronic communication services and data protection.
• Interact with users to promote tourist activities and offer information, recommendations and/or safety advice, all provided by the Wi-Fi network connection and the processing of information obtained by the destination's CRM.
• Obtain information about the demographics, interests and locations of potential customers (residents, visitors and tourists). create up-to-date reports about their visitors' demographics, including age and gender, as well as the cities or postcodes they live in, web pages and social networks they like and other attributes.
• Launch real-time campaigns and promote events using highly targeted email tools, text message marketing and event promotions, and interact with customers exactly when required by campaigns: the moment they enter a specific location, during their time in the location or just after they have left it.
• Obtain real-time analysis about urban mobility thanks to Big Data audience analysis and location data.
• Provide connections with OpenRoaming (the global Wi-Fi ecosystem led by the Wireless Broadband Alliance), resulting in future usage of the infrastructure set up.