Visitors log: an essential tool for tourist information centres


What is the purpose of a visitors log?

A tourist information centre’s visitors log is designed to create a profile of the tourists coming in and out of tourist information centres to more precisely determine their socio-demographic details, what they do at the destination and their interests as well as to get their contact details for future promotional and loyalty campaigns.

One of the first questions that needs to be answered is where your tourists come from – you can then segment the results by source market for outbound tourism. 

Tourists are usually asked to indicate both their country of origin and the city. The main source markets for outbound tourism in Spain are France, Germany and the United Kingdom, each country sending a different percentage, a number that depends on a variety of factors. 

Domestic tourism plays a significant role, with national visitors outnumbering international visitors in the majority of destinations. Domestic tourists can further be segmented by autonomous communities for future promotional campaigns.

How people travel is another key piece of information, since it can serve to guide what tourists do and see at the destination. People travelling as a couple will have different preferences compared to people travelling as a family, specifically those travelling with children, who in turn will have different preferences compared to those travelling as a group or with friends. 

The majority of reasons people give for travelling are pleasure/tourism, although there is also a percentage of people who travel for business. 

Aside from the number of people served, it is particularly important to determine the number of queries handled. The subject of queries will also provide clues as to what tourists find most interesting about the destination and what shortcomings there are in the tourist information available.

We can find out all this information with Cicerone, the first tourism platform that helps tourist information centres get to know their visitors by harnessing the power of artificial intelligence.

Another of the most frequently asked questions that tourists visiting the centres have are the opening hours of the main tourist attractions. Ticket purchases are also a frequent request.

Along these same lines, many tourists come in looking for more personalised recommendations. This is a fantastic opportunity to discover what tourists are interested in: historical heritage, festivals, events, food, nature, and much more. 

This data should be reflected in the visitors log.

Registro de visitantes

Can a visitors log be automated?

Historically, the visitors log has been kept by a tourist adviser. The same adviser who greets the tourist asks the questions that are logged, traditionally on paper, although the use of tablets or terminals for this purpose is now widespread.

However, iUrban offers a formula that could replace, or at least supplement, visitor logs. 

This automation involves tourist participation; tourists enter their information on their own, using a range of devices like screens, digital totems or digital tourist information kiosks.

Using the platform makes it easier to get information with features like the ability to select the device’s language. Other information is entered through targeted questions, and the remaining data is mined from how the tourist uses the device.

For example, it’s helpful to know if the tourist checked out the five most popular monuments, or local festivals, or museums, or if they were interested in more food-related options.

Other interesting data is how they use the map and the directions on how to get around, indicating their intention to visit specific places. Artificial intelligence can take this information and use it to rank tourist interests.

A digital visitor management system is an indispensable tool for any tourist destination, regardless of its size. A destination’s tourism resources are adapted based on the number of tourists.

While some basic data like overnight stays is available from the National Institute of Statistics, specifically through the Hotel Occupancy Survey, the number of visitors who do not spend the night at the destination is more complicated to calculate. 

Installing user logs on tablets, kiosks, indoor screens and digital totems helps to streamline the process and keep things moving (no more queues!). 

Groups of tourists often arrive together on the same means of transport (buses, trains, cruises, flights, etc.) and come in at the same time, collapsing tourist information services. 

CRM turístico y Newsletter

Tourist Data Dashboard: Tracking visitors who don't come through your office

A tourist information centre not only serves the 10% of tourists who visit the office; it needs to know what the other 90% are doing, what they search for on the internet and how they are spending their time in the destination.

Many destinations have their own websites, apps, media, etc., each with its own content management system and statistics.

Having a platform like Cicerone that provides information about the tourist, no matter where they come from, is essential. The platform provides information about everything from tourist interests and nationalities to how many days they plan to stay in the destination.

Here are a few questions that can help you get to know your visitors and their motivations better:
– 1. Is this your first time here? 

This question will help you modulate your response and show the tourists some of your less famous attractions.
– 2. What brought you to our city/tourist destination?
– 3. Where are you staying?
– 4. Would you come back to our city/destination? YES/NO and why?
This is how you can determine the tourist’s actual level of satisfaction and intention to return after the trip has been completed. 

Logging the interactions with the tourist can provide answers to these questions.


CICERONE: The tourism platform that adapts to any device.

Cicerone, the new digital tourism platform, seamlessly adapts to any device. Easily provide tourists information and log their data from any device.

Logging visitor information has never been so simple, and our information dashboard, which records all tourist data, makes the task even easier. Instantly find out what your tourists are interested in and how they’ve spent their time at your destination with the tourism CRM.



Attract and engage tourists any time by tapping into the power of cutting-edge tools like the GPT chatbot, which can answer any question in 95 different languages.

This module personalises the visitor’s experience the same way as the tourist information centre would but with 24/7 service in their language, answering any questions they may have about the destination, even creating a curated travel guide that fits the length of stay and the tourist’s profile.

A ground-breaking and innovative experience to help advisers respond to requests if you can’t afford a call centre.

Cicerone uses customer data to train the GPT chatbot and allows you to add a chat widget to your website.

As you can see, there are many alternatives and tools for keeping a visitors log. What about you? Do you have everything you need to track who your tourists are and what they’re interested in at your destination?

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