In 2020, hit by Covid-19, Cascais Tourism Bureau approached Bloom Consulting to perform a digital assessment for Cascais’ digital identity using proprietary software – D2-Digital Demand© and D2-Digital Supply©, which analysed data from the past four years (from 2016 to 2019).
The main objective of this study was to analyse both the online searches performed towards Cascais, and the results found online about Cascais. Both tools were presented in web access software, which allow not only to analyse the relevant data, but also to build a personalized dashboard, easily adding and removing filters.
With D2-Digital Supply ©, Cascais understood all the “digital identities” of a destination, by reading the results presented for each search at anytime, anywhere in the world. They were also able to study if the contents are of good quality, and who else promotes their destination in each market. With D2-Digital Demand© Cascais understood their main target markets, most demanded tourism activities, and places, making them able to set a strategy for future activities.
It was concluded that the demand for Cascais has been growing continuously. Cascais should continue to focus on Beaches, Golf, or Surfing, as the main attraction points, as they are characteristic themes of the destination and whose interest in the target markets has grown. It is necessary to evaluate and understand the performance of direct competitors so that Cascais can maintain high competitiveness in Tourism. Foreign markets show a growing interest in Cascais, promotion outside Portugal should continue to be strong.
