The technology company Passporter, specialized in digital solutions for destination management and present in more than 89 international markets, unveiled its new suite for 2027 this Thursday in Madrid. It is a platform that combines artificial intelligence (AI), 'big data' analytics, audiovisual production, and omnichannel marketing with the aim of optimizing the geographic and seasonal distribution of tourist flows.
Through its division "Passporter for destinations", the company seeks to address the problem of overtourism by enabling public administrations and brands to redirect demand toward areas with greater capacity to host visitors and to periods outside the peak season.
With more than a decade of experience, the company estimates the global economic impact generated by its activity at 1.8 billion euros.
"Tourist destinations no longer use technology only to attract visitors, but also to guide them," the firm stated, emphasizing the shift from a model centered on volume to one focused on profitability and territorial balance.
Along these lines, Andrea Cayón, spokesperson for Passporter, highlighted during the presentation this Thursday in Madrid the importance of reconciling the digital visibility of destinations with the preservation of their quality.
Structure in four blocks
The company’s proposal for the next financial year is organized into four integrated business areas that cover the entire travel cycle.
The digital ecosystem and AI block includes the development of official tourism portals under white-label brand technology (as happens with Visit Guatemala) and a Smart Trip Planner. This tool creates personalized itineraries in a matter of minutes and directs attention toward less saturated resources.
In the Data Intelligence section ("Big Data"), the entire travel cycle is analyzed: trends, social listening, and flight searches in the inspiration phase; air capacity, flight and accommodation prices, and bookings in the planning stage; and reviews, interests, and the traveler’s perception once at the destination. It also incorporates a mapping of the competition. Among its sources are Booking.com, Expedia, Google, Tripadvisor, X, Instagram, Amadeus, Airbnb, and Travelport.
Another block focuses on content production, ranging from cinematic pieces in 8K for the inspiration phase to vertical formats adapted to social media (TikTok, Instagram, YouTube Shorts) aimed at conversion and booking.
Lastly, the omnichannel marketing area develops data-driven campaigns that combine influencers and bloggers, social media advertising (Meta, Google and YouTube), SEO and GEO positioning in search engines and AI assistants, connected television (Disney+, Prime Video, Movistar Plus+, Rakuten TV, Mitele and Atresplayer), international press and Passporter Ads, with its own sales team.
The actions are laid out with a specific strategy for each country across 14 markets: Canada, the United States, Mexico, Colombia, Brazil, Argentina, Chile, the United Kingdom, the Netherlands, Germany, France, Italy, Spain and Portugal.
Application in international markets
As an example of how this technological integration is applied, the company has detailed its deployment for the promotion of Peru, where a virtual assistant ("Walter") operates on specific pages with itineraries of between 10 and 14 days depending on the traveler profile. The tool provides information on when to travel or what to eat, incorporates content from creators with more than 1.1 million followers, and adds an integrated AI agent.
According to the metrics provided by the company, this solution reaches a satisfaction rate of 91% among users, an average rating of 4.4 out of 5, and a recommendation index of 90%.