Digital transformation of tourism: introducing business intelligence at one of Slovenia's most recognized destinations

Mojekarte d.o.o. Rijeka is entering the field of advanced data solutions for tourism with a new business intelligence (BI) project. The project involves implementing a comprehensive analytical solution for one of Slovenia's most recognized tourism destinations.

The challenge: fragmented data and limited insight

Tourism destinations today generate enormous amounts of data, from ticket sales, merchandise, parking fees, to visitor records and group reservations. This data is often scattered across different information systems and spreadsheets, making it impossible to gain a comprehensive view of operations and hindering strategic decision-making.

The goal of the project was to consolidate all key data sources into a unified, clear, and interactive system that enables immediate insight into operations.

The solution: a comprehensive BI system in Power BI

The established solution is built on a modern BI platform that enables integration of data from various sources, automated data refreshing, and visualization of business indicators. The system is designed for use on all devices and allows access to data anytime, anywhere.

Analytics structure: from overview to in-depth analysis

The BI solution is designed in a modular fashion and includes four key analytical components. Service sales include revenue from tickets, average transaction value, repeat purchase rate, sales structure by channel, analysis by price tiers, and seasonal and temporal trends.

Visitor records include the number of visitors, structure by country, the ratio between individual and agency guests, and temporal trends and comparisons with reference periods.

Merchandise sales include turnover and margin, analysis by sales locations (shops), analysis by product, and identification of key sales trends.

Additional business indicators include the number of organized groups, online sales share, reservation value (visit forecast), and the ratio between sales channels.

Key advantage: multi-level analytics

The system enables transition from a general overview to in-depth analysis: level 1 is the KPI overview (main dashboard), level 2 covers temporal trends (weekly and monthly), and level 3 provides in-depth analyses by segment.

Business value of the project

The implementation of the BI system delivers concrete benefits: faster and more informed decision-making, greater business transparency, better understanding of visitors and their behavior, timely identification of opportunities, and data-supported planning of programs, pricing, and marketing campaigns.

Mojekarte's entry into the BI segment

With this project, Mojekarte d.o.o. Rijeka (part of the Mojekarte group) is expanding its activity from ticketing systems into the field of business intelligence for tourism. The combination of long-standing data recorded by mojekarte systems with modern BI tools opens entirely new possibilities for tourism destinations and cultural institutions.

Looking ahead

The project represents a foundation for further development: predictive models (forecasting), price and capacity optimization, visitor segmentation, and personalization of offerings.

Implementing business intelligence at a tourism destination is no longer a luxury, but a necessity. The project demonstrates that with a properly designed BI system, organizations can transform scattered data into clear insights that lead to better decisions.

Zoran Bistrički, Senior Consultant