The Developia Foundation has completed the delivery of the population analysis for the Tourism Intelligence System (SIT) of the Calatayud Community Region within the framework of the Destination Tourism Sustainability Plan (PSTD), financed by Next Generation EU funds.
The work, delivered in September 2025, represents a key step in the modernisation of the regional tourism sector.
The project has developed a dual methodology that combines the study of tourism supply — contacting 245 entities and obtaining 183 effective responses — and the analysis of demand through face-to-face surveys in the main tourist enclaves and digital dissemination.
In addition, specific buyer persons have been developed to represent the most relevant tourist profiles, including the development of 17 tourist routes considered to be the most popular, structured into five thematic sections: Water Triangle, Calatayud Heritage and Legend, Water and Fruit, Water and Mountains, and Mudejar Art and Clay.
The results have been fully adapted to the SIT CONECTUR Calatayud digital environment, transforming the information into visual and downloadable resources that facilitate consultation by citizens, tourists and entrepreneurs in the sector.
The results have been fully adapted to the SIT CONECTUR Calatayud digital environment, transforming the information into visual and downloadable resources that facilitate consultation by citizens, tourists and entrepreneurs in the sector.
This analysis provides actionable knowledge to optimise tourism products and guide promotional campaigns, as part of the Tourism Sustainability Plan, which has been allocated €2.8 million in European funds and seeks to increase employment and curb depopulation through a more sustainable tourism model.
