Sardinia Region leverages AI and digital innovation to transform tourism services

The Sardinia Region is collaborating with DXC Technology on several initiatives financed through the European Regional Development Fund (ERDF) under the regional program, specifically Priority Two on digitalization. These initiatives focus on digital service innovation, artificial intelligence, services for tourism operators, and services for consumers.

Additionally, DXC collaborates with the General Directorate for Innovation — the organization within the region that coordinates the implementation of ICT systems both horizontally across the administration and within specific vertical domains. "For us, this is a facilitating factor because it helps us coordinate with their systems and integrate our own sector-specific solutions," Orofino noted.

The Department's objectives are multifaceted. "Data analysis and data-driven decision-making enable more informed decisions," Orofino stated. These decisions include determining how to better target promotional activities, which markets to focus on, where to run digital or out-of-home campaigns, and which trade fairs — especially international ones — to attend in order to promote specific tourism products.

The Department also works directly with accommodation operators to improve the tourism offering. It helps them understand market trends, demand patterns, and how best to respond to that demand.

From a forecasting perspective, the Department can provide support to the entire business ecosystem and private individuals involved in tourism activities. It also supports consumers — tourists — through digital services.

"We are already using artificial intelligence internally to improve our processes," Orofino explained. "We are applying these techniques in document analysis and even in drafting administrative acts."

Looking forward, the Department will introduce additional automation through its work with DXC. "We will be able to carry out preliminary assessments and preparatory work automatically, while still leaving the final decision to the responsible official or manager," Orofino stated.

The efficiency gains are substantial. "Artificial intelligence allows us to work much faster. It helps us collect information from heterogeneous sources, clean and process data, and apply machine learning and AI techniques that reduce processing times and make it possible to present information derived from those data far more efficiently," Orofino noted.

AI also helps identify KPIs — key performance indicators — that can be tailored to different stakeholder segments. Given the large volume of applications the Department receives, this efficiency translates directly into impact. "Through the activities we will undertake with DXC, we will introduce additional automation...we are able to become much more efficient and compensate for the staffing shortages that have become a structural issue throughout public administration," Orofino concluded.