The Rincón de la Victoria Town Council activates a tool that integrates tourist, environmental, and municipal data to plan the destination. The project has received a grant of €253,312 from European funds.
The municipality of Rincón de la Victoria now has a Smart Tourist Data Platform. The Tourism Department has launched this tool, developed by Innovasur, which gathers information from various sources to enhance knowledge of the area and guide destination management.
The Councillor for Tourism, Antonio José Martín, explained that until now, data on the evolution of the destination was scattered across tools and administrations. "This platform allows us to integrate and cross-reference them to obtain a more complete view of what is happening in our municipality and make more informed decisions," he noted.
"This platform represents a step forward in the digital transformation of the municipality because it allows us to turn the data generated by Rincón de la Victoria into useful information for better planning," stated the mayor, Francisco Salado.
In its initial phase, the system incorporates tourist and environmental data. Among the available indicators are climate, water consumption, and the generation and types of waste, along with their evolution throughout the year. The platform also geographically represents resources and services, such as the distribution of containers, facilitating territorial analysis.
In the tourism sector, it integrates the volume and nationality of travellers staying in establishments, visits to major monumental resources, and the activity of the Tourist Office. This information is supplemented by municipal data provided by Turismo y Planificación Costa del Sol through its Big Data system, with indicators on tourism activity, employment, and territorial evolution.
The system is prepared to incorporate new sources, such as transport lines and routes, the use of audio guides at the Cueva del Tesoro and Villa Antiopa, or the activity of gamified tourist routes. The platform is interoperable with the Smart Destinations Platform of SEGITTUR, which expands the municipality's analytical capabilities.
"We want the data to become a useful tool for better understanding our destination and guiding tourism actions," highlighted Martín. "The information will allow us to analyse trends, better understand our visitors, and move towards more efficient, sustainable, and future-ready management."
The project is financed with a grant of €253,312 from the Next Generation EU funds, as part of the Recovery, Transformation, and Resilience Plan. Rincón de la Victoria was in June 2025 one of only two destinations in the province of Málaga to benefit from these grants for the deployment of technological platforms in the Network of Smart Tourist Destinations.
The initiative, named 'Rincón de la Victoria: full of life, smart, and connected', has involved the areas of Tourism, New Technologies, Environmental Sustainability, and Grants. In addition to the data platform, it includes a tourist information service via Alexa, with voice queries about resources, points of interest, agenda, and leisure proposals, as well as geolocated audio where local residents share stories and memories linked to different spaces in Rincón de la Victoria.
The mayor has emphasised that "technology must serve better management and a better experience for both those visiting Rincón de la Victoria and those living here." The platform complements other municipal actions such as renewing adherence to the Network of Smart Tourist Destinations, the Digital Tourist Award 2024 received by Villa Antiopa, the Tourism Sustainability Plan, and the new Strategic Tourism Plan.
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