Professional section





“If you cannot measure it, you cannot improve it”

(Lord Kelvin, British physicist and mathematician, 1824-1907)




The Navarre Tourism Observatory has been created because the Directorate General of Tourism, Trade and Consumer Affairs, and the tourism industry in Navarre needs to be as well informed as can be on everything happening in tourism in Navarre so they can plan, make better decisions and rely on forecasts which are as accurate as possible.

It is a member of the World Tourism Organisation's International Network of Sustainable Tourism Observatories (INSTO), the first Spanish observatory to join.




Its point of reference is the Strategic Tourism Plan of Navarre and it is part of the VI programme devoted to Smart and Innovative Tourism.



The Navarre Tourism Observatory is a system for collecting both quantitative and qualitative information from different sources in order to combine data from official statistics, relevant studies, the internet of Things and Big Data from social networks and digital media.



It has been designed based on five dimensions of study: governance, economic, social, environmental and territorial.