From Rural Exodus to Co-creating Destinations

The problem of depopulation in Spain has a visible and devastating face every summer: forest fires. The lack of people in the countryside has led to the abandonment of agriculture and livestock farming, leaving behind neglected land that becomes the perfect fuel for fire. Depopulation and fires are two sides of the same coin. To reverse this situation, good intentions aren't enough. We need data and technology that allow us to intelligently revitalize these areas. Tools that unite the physical and digital worlds are key to achieving this. It's not just about attracting more people, but about understanding them, listening to them, and making them part of the change. These platforms allow for the anonymous analysis of people's flows and, based on that data, initiate an instant and contextualized dialogue. Imagine a tourist arriving in a village who, minutes later, receives a notification on their phone welcoming them. That simple message is the start of a conversation that provides valuable information instantly. With proximity marketing technology, we can go beyond simple promotion. We can use it to engage visitors by sending them instant questionnaires and surveys to get their real-time opinion on services or the quality of the environment. We can also ask them to suggest what the destination needs to be more attractive, from better accommodation to co-working spaces or more leisure options. By involving people in decision-making, we not only get valuable data, but we also create a sense of belonging that encourages them to return and recommend the place. By combining flow analysis with the ability to communicate directly with visitors, we transform promotion into a co-creation platform. Visitors stop being just a number and become active partners in the development of rural Spain. With this approach, we can build more attractive and sustainable destinations, tailored to those who visit them. It is an opportunity to restore the life and care that our mountains need, so that, hopefully, they will stop burning.