The DTI+A project aims to achieve three general objectives:
1. Defining ‘Friendliness’ in tourist destinations. Parameters and variables that characterise tourist destinations from the perspective of friendliness.
2. Aligning Tourism Friendliness with the methodology for Smart Tourist Destinations and developing a Methodology for Assessing Friendliness in Tourist Destinations.
3. Developing Industry 4.0 technological tools to support the tourism and cultural heritage business sector in measuring, assessing and monitoring Friendliness in Tourist Destinations.

Machine learning technologies are identified as disruptive in the future of the tourism sector, as they will be able to forecast trends and adapt supply to tourist demand sufficiently in advance to generate a destination tourism experience that is fully personalised to the visitor’s profile. Digital tourism experiences are changing the way tourists consume and interact with local tourism services and resources. In the DIT^A project, we will use machine learning technologies to refine the parameters of tourist destinations with the aim of anticipating the need to adapt tourism supply to demand.

The personalisation of a Business Intelligence system will enable all data on a tourist destination’s friendliness to be structured and centralised. Consequently, this increases agility when making decisions to improve the tourism offering and broadens the business outlook. Through the DTI+A project, we will define the qualitative aspects that make a tourist destination friendly, which, in addition to improving our partners’ competitiveness, will enhance people’s quality of life and enable the creation of friendly tourist destinations where people are at the heart of everything.