AIR Institute participates in the Cleverus Tourist Intelligence project together with the Ribera del Duero Wine Route

The Ribera del Duero Wine Route has signed a collaboration agreement with Tourism Data Driven Solutions (TDDS), promoter of the Cleverus project, together with Air Institute and AC+ Consultores, which will include Ribera del Duero among the destinations participating in the Cleverus tourist intelligence project.

The main objective of this technological solution is to bring innovation to the traditional model of customer loyalty programmes in order to adapt them to the new tourism scenario, in which tourists have changed their behaviour patterns.

Cleverus is a software solution that has been designed to enable tourist destinations to create their own loyalty clubs securely and transparently. This new concept will improve user experience, as users will be free to decide what to do with the points earned from purchasing tourist services at the destination: redeem them at other tourist establishments or donate them to environmental, social and cultural causes that will have a direct impact on the wellbeing of the local community. In addition, thanks to the analysis through Artificial Intelligence, it will generate a great capacity for customer loyalty through the recommendation and development of personalised services, products and tourist packages, based on the tourist's behaviour pattern.

Cleverus is easy to integrate on websites and will contribute to improving the marketing and sales activities of the destinations and companies participating in the pilot experience on the Ribera del Duero Wine Route.

The president of the Wine Route, Miguel Ángel Gayubo, highlighted that the agreement "is another step forward in our plan to digitalise the Wine Route, which we started in 2012 with the smart signage. With the implementation of this software, we hope to learn a lot about the behaviour of our customers, to find out what they need and thus be able to continue working on the excellence of tourism in order to offer more personalised, local services."


The Wine Route continues to move forward in its commitment to innovation supporting the implementation of the Smart Tourist Destinations model; an initiative of the Secretary of State for Tourism aimed at fostering the exchange of experiences and knowledge that contributes to the smart development of tourist destinations. The Ribera del Duero Wine Route has been its institutional member since 2018, becoming the first Smart Wine Route in Spain and a pioneer in the digitalisation efforts of an enotourism destination.

At the same time, the Ribera del Duero Wine Route continues to work on the Tourism Sustainability Plan for Destinations, granted in December 2021. It has a budget of almost 2 million euros and is financed by the European Union through the Recovery, Transformation and Resilience Plan #NextGeneration.

This plan includes twenty measures focused on ecological transition, improving energy efficiency, digitisation and actions in the field of competitiveness that will contribute to the development of tourism in the region with sustainability as a strategic basis.

About Tourism Data Driven Solutions (TDDS)

Tourism, Data Driven Solutions (TDDS) is a partner of the Network of Smart Tourist Destinations, an affiliate member of the World Tourism Organisation (UNWTO) and a partner of the Canary Islands Tourism Innovation Cluster (Turisfera).

Cleverus is financially supported by the RETOS programme of the Spanish Ministry of Science and Innovation due to its strong R&D&I focus.

AIR Institute

The AIR Institute is an organisation whose objective is the development and advancement of scientific research in the field of Computer Science and Artificial Intelligence.

This technology centre is made up of a multidisciplinary team of researchers working to promote innovation in the field of Information and Communication Technologies and Artificial Intelligence. Specifically, the AIR Institute specialises in providing services related to Big Data, Blockchain, IoT, Mobility, Data Architecture, Cloud Computing and process automation, among many other technologies in which it has several years of experience and has collaborated in projects and with companies of international prestige.

About the Ribera del Duero Wine Route

The Ribera del Duero Wine Route is a tourist consortium made up of tourist entities and companies from the Ribera del Duero region. Consolidated as the third most visited wine tourism itinerary in Spain, it covers the four Castilian provinces of Castilla y León, Burgos, Segovia, Soria and Valladolid.

It is made up of 304 associates and members. Among them are 95 villages, 5 associations, the Regulatory Council of the Ribera del Duero Designation of Origin and 203 tourist establishments. The Ribera del Duero Wine Route has been chosen as a recommended destination by prestigious publications such as The New York Times, The Washington Post or Traveller’s Food National Geographic UK.