AI and Big Data Show Some Mexican Tourist Destinations Do Well Despite Pandemic

RIO DE JANEIRO, BRAZIL – The domestic tourism industry has been one of the most affected by the pandemic; however, Mexican destinations such as Cancún, Acapulco, CDMX, Puerto Vallarta and Oaxaca, have managed to stay active and dominate the networks.

According to a tourism study carried out by the consulting firm LLYC México, there were destinations that found a way to reinvent themselves and maintain the connection with their audiences through social networks.

And, according to the results, the destinations that had the most growth through the digital conversation were Acapulco, Cancun, CDMX, Los Cabos, Oaxaca, and Vallarta . This has been achieved in part, thanks to the fact that “conversation peaks derived from paid advertising have been generated.”

The study was based on an analysis of the digital conversations in Spanish that have taken place around tourism in Mexico during the pandemic. The period covered was between the months of February and October of 2020. What was analyzed was public data from Twitter, Facebook and YouTube (320,000 messages belonging to 98,052 accounts were analyzed).

Subsequently, said data was processed through Artificial Intelligence and Big Data techniques, generating an orderly and efficient mapping of: communication networks in general; behavior and composition of the entities and communities in the conversation; and main topics of conversation and related topics

Thanks to this map, it was possible to obtain relevant data. Among them are that digital conversation is politicized, which is why hotel companies have focused their advertising efforts around less politicized networks such as Instagram and YouTube.

Likewise, it was concluded that performers, executives and journalists are those who have the greatest influence on the subject of tourism and that, among the destinations that have managed to generate the greatest number of messages and interactions are Cancún, Puerto Vallarta, Los Cabos, Oaxaca, CDMX and Acapulco.

On the other hand, the consultant also mentioned that the first step to continue with the development of strategic planning is to “listen and analyze the relevant actors and communities, while knowing and understanding the evolution, trends of conversation and opinion public,” so this study can be of great help to the sector.

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