Last week, we participated in WTM London 2025, one of the most relevant international gatherings in the tourism sector. For three days, destinations, operators, and technology companies met at ExCeL London to share ideas, trends, and solutions that are transforming the way we conceive travel. From Seeketing, we shared our vision on how the union between the physical and the digital (phygital) can help destinations and operators move towards more connected, personalized, and visitor-centric experiences. Our phygital approach allows for understanding and improving the complete traveler journey—from online inspiration to the visit at the destination—thanks to the intelligent use of data and proximity technology. This integration makes it possible to create stronger and more relevant relationships between tourism brands and their visitors. Key Takeaways from WTM London 2025 Growing interest in technologies that better connect the traveler's journey. Destinations are opting for solutions that integrate digital and in-person channels, offering continuous and measurable experiences. Digitalization and data are essential for building lasting relationships. Visitor knowledge and content personalization are now the foundation of any effective tourism strategy. The future of tourism is closer and more relevant. Technological innovation makes sense when it helps connect people, places, and experiences in a more human and sustainable way. WTM London 2025 was an excellent opportunity to share this vision and continue promoting a smarter and more connected tourism model. We are grateful to all the professionals with whom we exchanged ideas, projects, and inspiration during the event. We continue working to connect destinations, data, and people, and to support the sector in its transformation toward truly phygital experiences.

Seeketing took part in the Smart City Expo World Congress 2025, the leading global event on urban innovation, where cities, institutions, technology companies and organisations from around the world come together to shape the future of urban environments. Our participation this year reinforces Seeketing’s commitment to building smarter, more connected and people-centred cities. The event served as a key platform to share our vision of how technology can transform the relationship between citizens, visitors and the spaces they interact with. During the congress, we presented our approach to creating phygital ecosystems, which seamlessly merge the physical and digital layers of the city to: 1. Understand citizen and visitor behaviour in real time 2. Enable personalised and meaningful interactions 3. Deliver seamless experiences across physical and digital touchpoints 4. Connect public, cultural and tourist spaces within the urban environmen. From museums and cultural venues to urban districts, destinations and public services, our technology empowers cities to evolve into more human-centred and data-driven environments. This 2025 edition highlighted the growing interest in solutions that combine data + proximity + real-time interaction to enhance quality of life, accessibility, citizen engagement and visitor experience. At Seeketing, we believe innovation must serve people. For this reason, we work to ensure that urban, cultural and tourist spaces can offer connected, sustainable and memorable experiences to residents and visitors alike. Our participation in the Smart City Expo World Congress 2025 marks a new step in strengthening strategic collaborations with cities, cultural institutions, smart destinations and technology partners. We continue to advance in bringing the phygital concept to the core of the cities of the future.

The tourism sector in Spain is undergoing a true digital revolution. Driven by European Next Generation funds, the Tourism Sustainability Plans for Destinations (PSTD) and the implementation of the Smart Destination Platform (PID) are paving the way forward. The goal is clear: to transform our municipalities into more efficient, sustainable, and competitive Smart Tourism Destinations (STDs). But to be "smart," a destination needs more than good intentions: it needs data. Reliable, accurate, and actionable data about what tourists do. And this is where many public administrators face their biggest challenge. The Great Challenge: Measuring Tourist Flows Effectively The PID acts as the destination's brain, a command center that integrates and analyzes information to improve management. However, for this brain to make good decisions, it must be fed with quality data. The PSTDs, especially in their digital transformation axis, require municipalities and regional governments to justify their actions with concrete metrics: How many people visit a monument? How long do they spend in the main shopping street? What routes do they follow? Are they tourists or residents? Traditionally, attempts to answer these questions have relied on technologies that have proven to be insufficient in practice: Mobile Operator Antennas: They provide data with very high error margins and low granularity. Wi-Fi or Beacon Sensors: Their range is limited and they are not suitable for massive and reliable visitor data collection. Counting Cameras: Besides the legal and privacy implications, they only count people passing a point, offering no insight into movement patterns, recurrence, or length of stay. These methods not only fail in accuracy but can also lead to poor decision-making and improper justification for the significant investments being made. Seeketing: The Technology that Fuels Your Destination's Intelligence Since 2011, Seeketing has been developing a unique and patented solution, manufactured in Spain, to solve this very problem. Our technology, endorsed by the Ministry of Industry, Commerce, and Tourism and the Spanish Federation of Municipalities and Provinces (FEMP), provides the data that the Smart Destination Platform needs. How do we do it? Through two key, complementary tools: Tourist Flow Analysis with Maximum Precision: Using mobile phone detection sensors, our technology analyzes visitor movements in a completely anonymous way. We offer up to 90% accuracy, the highest on the market, to provide a deep understanding of: Real visitor volume and segmentation (tourists, day-trippers, residents). The most frequented routes and points of interest. Dwell times in specific areas. Visitor return rates and loyalty. Proximity Marketing without an App: Once we understand behavior, we can interact with the tourist. Without them needing to download any application, and always with their prior consent, we can send valuable information via WhatsApp at the right time and place. This allows you to: Influence their decisions by recommending shops, events, or points of interest. Enhance their experience with useful information and satisfaction surveys. Boost the local economy by integrating the commercial fabric into the tourism strategy. Technical Solvency and Institutional Trust Seeketing's commitment to innovation is backed by solid institutional support that guarantees our reliability for public administration projects: National Award for Technological Ideas from the Ministry of Industry, Commerce, and Tourism. Members of the Smart Tourism Destinations Network of Spain (Red DTI), with solutions validated in its official catalog. Official provider for the "Kit Digital" program in all categories. Certified as a Young Innovative Company by the Ministry of Economy. Technical and financial endorsement from the Centre for the Development of Technology and Innovation (CDTI). Members of the National SOC Network and the catalog of the National Cybersecurity Institute (INCIBE), ensuring maximum project security. How to Finance Your Project: Grants and Funding Are Available We know that financing is key. The good news is that there are several ways to implement our solutions: Tourism Sustainability Plans for Destinations (PSTD): The Next Generation funds managed by destinations can be used to procure our solutions within the digital transformation axis. Grants for the Smart Destination Platform (PID): Since flow analysis and tourist interaction are not standard PID modules, members of the DTI Network can request specific funds from SEGITTUR to integrate these capabilities. Subsidies for Data Spaces: There are funding lines of up to €50,000 available for data analysis projects, providing an additional financing route perfectly compatible with our technology. In short, at a time when every euro invested in tourism must be justified, having accurate data is no longer an option—it's a necessity. At Seeketing, we offer the technology, experience, and reliability to turn your destination into a true smart tourism success story. Are you ready to make decisions based on real data and empower your destination?