The Czech Tourism Centre - CzechTourism and Prague City Tourism jointly tendered Mastercard as a supplier of analytical data. The aim of the tender is to ensure more strategic management of tourism in Prague and Czechia as a whole. The data will serve as a tool for more accurate real-time monitoring of visitor trends, more effective regulation of tourist flows, better planning of destination development and better prediction of future tourism development in individual regions.
Data as the basis for smarter tourism management
The cooperation between CzechTourism and Prague City Tourism on the use of advanced analytics represents an extraordinary step towards data-driven tourism in the Czech context. For the first time in history, a comprehensive tool is being developed that links aggregated and anonymised payment, airline and visitor movement and behaviour data, allowing tourism to be monitored not only retrospectively, but also in real time and with a view to the future. This enables both organisations to better plan destination development, target marketing activities and respond to current trends in demand and visitor behaviour.
„We are very pleased that the City of Prague has teamed up with CzechTourism and gained access to such sophisticated data through an open competition. This information will allow us to develop tourism in the city even more effectively, in line with our strategy of sustainable and culturally oriented tourism. We believe that with this step we will further contribute to a more sophisticated and balanced tourism in Prague," says Councillor for Culture and Tourism Tomáš Slabihoudek.
„For CzechTourism, working with such detailed documents is a major shift in the way we think about tourism management. It's not just about visitor numbers, but about a deeper understanding of who comes to Czechia and when, how long they stay and what they spend most on. This will enable us to better target marketing, increase the economic benefit of tourism and at the same time promote a more even distribution of tourism in place and time. In other words, we want to ensure that visitors enjoy their stay in Czechia as much as possible and that tourism has a positive impact on the regions and their inhabitants," explains Director of the Czech Tourist Authority – CzechTourism František Reismüller.
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„Thanks to the unique joint procurement of such a challenging contract, we will have access to exceptional data on traveller behaviour, whether it is behavioural or economic data," describes Prague City Tourism's Vice President Jana Adamcová and adds: „This tool will allow us to better manage our destination and respond flexibly to changing trends. At the same time, we will gain benchmarking with other metropolises.”
According to tourism experts, data is essential for smart and long-term sustainable tourism management in Prague and the regions. They will allow a better understanding of visitor behaviour, from their nationality, age composition to the activities they are interested in. They also monitor the structure of spending on tourism products and services or the level of guest satisfaction. This will enable a more effective response to the needs of the destination and the tourists themselves.
The use of this data will also contribute to the key objectives of the capital's tourism strategy, such as accurate targeting of high-value clientele, easing the flow of tourists out of the conservation area, measures of customer experience or more reliable prediction of the number of travellers based on data on air capacity, bookings and payment transactions. Over time, the data will also be linked to the forthcoming My Prague app, which will offer visitors a smart guide and allow the city to better manage tourism in real time.
From analysis to predictions and international comparison
„A great added value is the ability to better predict future developments – for example in the area of air accessibility or visitor interest. This allows us to better plan capacity, tourism development and investment with partners in the regions and at national level, and to contribute to a more even distribution of visitors over time and space. We will therefore obtain concrete facts, which will help us strengthen the Czech Republic's position on the international tourism market in the long term," adds Petr Janeček, head of the Institute of Tourism at CzechTourism.
The agreement with Mastercard includes access to the Mastercard Tourism Insights analytical tool, which works with information from ten key markets, such as Poland, the USA, the UK and Germany. Aggregated and anonymised data will be used in the comparison of all indicators monitored with destinations such as Vienna or Berlin and will be handled in full compliance with GDPR rules.
The contract with Mastercard is for four years and allows access to aggregated and anonymised data from selected key source markets. It is a state-of-the-art analytical tool that will provide destinations with, for example, visual trend processing and ongoing reporting. A contract of this size took approximately one and a half years to prepare and process. It was awarded to Mastercard Europe SA in an open tender under European law with a price of €790,000.
„We are pleased that Prague and CzechTourism are among the innovative destinations that are aware of the importance of working with quality data and its crucial role for informed decision-making. Advanced data analytics is now a key tool for tourism management and we are delighted to be a partner in this transformational change. We appreciate the long term vision of both institutions to progressively integrate data into all key processes – from tracking visitor trends, through strategy development, destination development planning, or marketing activities and campaigns, to evaluating them. We believe that such an approach also contributes to a more efficient optimisation of the use of public funds. We are very much looking forward to this cooperation and are convinced that it will bring significant added value to the city and regions," concludes Jana Lvová, General Manager of Mastercard for the Czech Republic and Slovakia.
The cooperation between CzechTourism and Prague City Tourism on the use of advanced analytics represents an extraordinary step towards data-driven tourism in the Czech context. For the first time in history, a comprehensive tool is being developed that links aggregated and anonymised payment, airline and visitor movement and behaviour data, allowing tourism to be monitored not only retrospectively, but also in real time and with a view to the future. This enables both organisations to better plan destination development, target marketing activities and respond to current trends in demand and visitor behaviour.
„We are very pleased that the City of Prague has teamed up with CzechTourism and gained access to such sophisticated data through an open competition. This information will allow us to develop tourism in the city even more effectively, in line with our strategy of sustainable and culturally oriented tourism. We believe that with this step we will further contribute to a more sophisticated and balanced tourism in Prague," says Councillor for Culture and Tourism Tomáš Slabihoudek.
„For CzechTourism, working with such detailed documents is a major shift in the way we think about tourism management. It's not just about visitor numbers, but about a deeper understanding of who comes to Czechia and when, how long they stay and what they spend most on. This will enable us to better target marketing, increase the economic benefit of tourism and at the same time promote a more even distribution of tourism in place and time. In other words, we want to ensure that visitors enjoy their stay in Czechia as much as possible and that tourism has a positive impact on the regions and their inhabitants," explains Director of the Czech Tourist Authority – CzechTourism František Reismüller.
.
„Thanks to the unique joint procurement of such a challenging contract, we will have access to exceptional data on traveller behaviour, whether it is behavioural or economic data," describes Prague City Tourism's Vice President Jana Adamcová and adds: „This tool will allow us to better manage our destination and respond flexibly to changing trends. At the same time, we will gain benchmarking with other metropolises.”
According to tourism experts, data is essential for smart and long-term sustainable tourism management in Prague and the regions. They will allow a better understanding of visitor behaviour, from their nationality, age composition to the activities they are interested in. They also monitor the structure of spending on tourism products and services or the level of guest satisfaction. This will enable a more effective response to the needs of the destination and the tourists themselves.
The use of this data will also contribute to the key objectives of the capital's tourism strategy, such as accurate targeting of high-value clientele, easing the flow of tourists out of the conservation area, measures of customer experience or more reliable prediction of the number of travellers based on data on air capacity, bookings and payment transactions. Over time, the data will also be linked to the forthcoming My Prague app, which will offer visitors a smart guide and allow the city to better manage tourism in real time.
From analysis to predictions and international comparison
„A great added value is the ability to better predict future developments – for example in the area of air accessibility or visitor interest. This allows us to better plan capacity, tourism development and investment with partners in the regions and at national level, and to contribute to a more even distribution of visitors over time and space. We will therefore obtain concrete facts, which will help us strengthen the Czech Republic's position on the international tourism market in the long term," adds Petr Janeček, head of the Institute of Tourism at CzechTourism.
The agreement with Mastercard includes access to the Mastercard Tourism Insights analytical tool, which works with information from ten key markets, such as Poland, the USA, the UK and Germany. Aggregated and anonymised data will be used in the comparison of all indicators monitored with destinations such as Vienna or Berlin and will be handled in full compliance with GDPR rules.
The contract with Mastercard is for four years and allows access to aggregated and anonymised data from selected key source markets. It is a state-of-the-art analytical tool that will provide destinations with, for example, visual trend processing and ongoing reporting. A contract of this size took approximately one and a half years to prepare and process. It was awarded to Mastercard Europe SA in an open tender under European law with a price of €790,000.
„We are pleased that Prague and CzechTourism are among the innovative destinations that are aware of the importance of working with quality data and its crucial role for informed decision-making. Advanced data analytics is now a key tool for tourism management and we are delighted to be a partner in this transformational change. We appreciate the long term vision of both institutions to progressively integrate data into all key processes – from tracking visitor trends, through strategy development, destination development planning, or marketing activities and campaigns, to evaluating them. We believe that such an approach also contributes to a more efficient optimisation of the use of public funds. We are very much looking forward to this cooperation and are convinced that it will bring significant added value to the city and regions," concludes Jana Lvová, General Manager of Mastercard for the Czech Republic and Slovakia.
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