Osuna Smart Tourist Destination (DTI) 

 

Osuna towards innovation and sustainability 

Osuna, declared a Historic-Artistic Site and recognised for its valuable cultural, architectural and natural heritage, is taking another step forward in its tourism development with the Smart Tourist Destination (DTI) project. 

The objective is clear: to improve the visitor experience, the quality of life of citizens and the competitiveness of the destination through innovation, technology, sustainability, accessibility and participatory governance. 

With this strategy, Osuna joins the network of destinations that are transforming tourism in Spain, aligning itself with national standards (UNE 178501:2018) and with regional and European tourism policies such as DTI. 

The five pillars of the DTI model in Osuna 

  1. Governance: Creation of participatory structures that integrate the City Council, the private sector, cultural and business associations, as well as citizens. Decision-making will be collaborative, transparent and oriented towards the common good.
  2. Innovation: Development of new tourist experiences, taking advantage of Osuna's cultural and heritage potential, and promoting creativity in the management and promotion of the destination. 
  3. Technology: Implementation of digital tools and tourism intelligence systems: visitor information platforms, interactive signage, apps with themed routes, open data and connectivity systems that improve the tourist experience and municipal management. 
  4. Sustainability: Protection of historical and natural heritage, promotion of sustainable mobility, energy efficiency, circular economy and promotion of local cuisine with locally sourced products.
  5. Accessibility: Guaranteed universal accessibility at monuments, museums, tourist routes and services. Osuna aims to be an inclusive destination, open to everyone. 

Tourist Resources in Osuna 

  • Monumental heritage: Collegiate Church of Santa María de la Asunción, University of Osuna, Monastery of La Encarnación, Palace of the Marquises of La Gomera, cobbled streets and stately homes. 
  • Archaeology and history: The Roman necropolis, the remains of Urso and other archaeological sites that reflect the historical importance of the town. 
  • Culture and traditions: Holy Week, fairs, local festivals, and the value of Andalusian crafts and traditions. 
  • Gastronomy: Local products and traditional recipes that reflect the identity of the Seville countryside. 
  • Nature and surroundings: Landscapes of the Sierra Sur de Sevilla, hiking trails and rural tourism. 
  • Films and television seriesOsuna as an international stage thanks to high-profile film shoots, such as the series Game of Thrones, which has put the municipality on the global tourist map. 

Osuna DTI Master Plan 

The DTI Master Plan sets out the roadmap with projects and actions for the coming years, with phases of diagnosis, design, implementation, and evaluation. The strategic lines include: 

  • Digitisation of tourist and cultural information. 
  • Creation of innovative experiences linked to local heritage and culture. 
  • Improved connectivity and intelligent signage. 
  • Sustainability and efficiency measures in tourist areas. 
  • Accessible and inclusive tourist itineraries. 
  • Promoting citizen participation in tourism management. 

Osuna DTI commitments 

Osuna Town Council is committed to enhancing the quality of the tourist experience in its municipality by implementing a Management System in line with the Smart Tourist Destination (DTI) model. This approach seeks to position Osuna as a more competitive, innovative and sustainable destination, ensuring the efficient use of its heritage, natural and cultural resources, as well as the continuous improvement of its tourist services. 

Through this policy, Osuna is committed to promoting tourism development that favours the economic, social and environmental sustainability of the municipality, while strengthening local identity and facilitating a more fluid and enriching interaction between visitors, residents and the environment. 

The principles governing this quality policy are: 

  • Maintain a firm commitment to the continuous improvement of the Smart Tourist Destination Management System. 
  • Comply with all applicable legal and regulatory requirements, as well as with the commitments voluntarily undertaken within the framework of the DTI. 
  • Integrate the five pillars of the DTI model into strategic planning: governance, innovation, technology, accessibility, and sustainability. 
  • Ensure the availability of sufficient technical, human and financial resources to achieve the strategic and operational objectives of the Osuna DTI Master Plan. 
  • Promote active collaboration and effective participation by all tourism stakeholders, including citizens, businesses and social organisations. 
  • Ensure that DTI goals are achieved in a manner consistent with available resources and with a long-term vision. 
  • Strengthen the culture of innovation in tourism planning, management and promotion for the destination. 
  • Promote universal accessibility as a cross-cutting value, ensuring that Osuna is an inclusive destination open to all. 
  • Promote practices aligned with land regeneration to reduce environmental impact and generate sustainable benefits for the community. 
  • Raise awareness among citizens and visitors about the value of tourism as a driver of sustainable development and a tool for the conservation of local heritage. 

This policy will be reviewed periodically to ensure that it remains appropriate in light of changes in the environment and new requirements at the destination, and will be made publicly available for consultation by all interested parties. 

Política de Calidad DTI. 

DTI managing body 

The DTI project is coordinated by the Municipal Tourism Office of the Osuna Town Council, with the support of a management body made up of representatives from different municipal areas, tourism companies, cultural and social associations, and citizens. 

This entity will be responsible for planning, executing and evaluating the actions of the DTI, ensuring transparency, participation and public-private collaboration. 

EGDTI composition  

Headline  Area  Responsibilities 
Rosario Andújar Torrejón  Mayor's Office  Chair – Head of DTI 
Jesus Heredia Carroza  Culture, Festivals, University, Music Education, Tourism and Historical Heritage  Vice-Presidency – Head of Governance 
Mª Eugenia Moreno Díaz  Tourism  Technical Coordination – Head of Governance 
Rafael González del Río  Urban planning  Head of Sustainability 
Carlos Chavarría Ortiz  Economic Development  Head of Innovation 
Cristóbal Salas Cárdenas  New Technologies / Information Technology  Head of Technology 
Rafael C. Diaz Gomez  Environment  Head of Sustainability 
José Luis Cecilia Vega  Culture  Head of Innovation 
Manuel Rodríguez Sarria  Municipal Secretariat  Acting Secretary 
Brigida Pachón Martin  Vocal  Member of the Management Body 
Asunción Bellido Martin  Vocal  Member of the Management Body 
Manuel Rodríguez Seco-Herrera  Vocal  Member of the Management Body 

Tourism Intelligence 

Osuna provides a TOURISM INTELLIGENCE SYSTEM with tourism and sustainability indicators that allows the evolution of the destination to be measured in terms of visitors, economic impact, heritage conservation, citizen satisfaction and quality of services.
The results are published periodically to ensure transparency and continuous improvement. 

 

TOURISM INTELLIGENCE REPORTS 2025  

 

 

January  

 Competitive intelligence: https://infogram.com/1pmj6ne25y0dp3u3n6eq7n0ww6hz1v0962g

General analysis of the destination:https://infogram.com/1pgd3p1krjxkl3i930n233zzrkfwn56gg9w

Air capacity and connectivity: https://infogram.com/1pgdww1px5k0kjc9gnnpvwlrp9awv2egp02 

 

 

February  

 Competitive intelligence: https://infogram.com/1pe5pyjd6dyrx3um7vgqpplx3zbl5zr95ve 

General analysis of the destination: https://infogram.com/1pv1nzj3g6kr9zfxvgylqpln22frn10rlq7 

Air capacity and connectivity: https://infogram.com/1p9zwy6rw5pr3wb7qrk37dvzq1c3e2ydkx3 

 

 

March  

 Competitive intelligence: https://infogram.com/1pl6dwz31j5jkjtqwlr522xz6mhzvnkmwzp 

General analysis of the destination: https://infogram.com/1pj2e97xkg0j0mu6jreq0rr9gzsm76dq1d0 

Air capacity and connectivity:  https://infogram.com/1p20n1rvm2ywqyt0qxn0njg5kgbrgjdz01q 

 

 

 

April  

 Competitive intelligence: https://infogram.com/1pv0rzm7qnwlzntxv60z2x6g66arenjk5q5 

General analysis of the destination: https://infogram.com/1p7732vjj5vv2gazn1mp16dgm6snyp26p2z 

Air capacity and connectivity: https://infogram.com/1p3056xly3e0m1s0qk52qpgnvdcdj367jq3 

 

 

May  

 Competitive intelligence: https://infogram.com/1p6l5w7rjj67l0s5kqjm31m1mls3690m1px 

General analysis of the destination: https://infogram.com/1pw0l7q2d0p1plsvn12pm33lw6i9egln06m

Air capacity and connectivity:  https://infogram.com/copy-mayo-informe-conectividad-aerea-osuna-1hnq41o1kgv8k23 

 

June  

 Competitive intelligence: https://infogram.com/1pv2m3qnjg2pg1bx06j3exgd7lary1r7r3q 

General analysis of the destination: https://infogram.com/informe-sit-osuna-junio-2025-1h0r6rzk31vkl4e

Air capacity and connectivity: https://infogram.com/junio-informe-conectividad-aerea-osuna-1hnq41o1n10kp23 

 

 

July  

 Competitive intelligence:  https://infogram.com/app/#/edit/84a30eea-5819-4db7-8ed5-

General analysis of the destination: https://infogram.com/1p55ve3yw0kwwlip5jvl37dxeqs323mmvpg 

Air capacity and connectivity: https://infogram.com/1p6z5vmmer6k6gu5klgmqjw3j1s3qrlypve 

 

 

 

 

August

Competitive intelligence: https://infogram.com/1p673vzqek953wb57k3yy23vzvh36kqpgdn 

General analysis of the destination: https://infogram.com/1pqlyrg05k2y55hq7qe13wl17la07d0ng6y 

Air capacity and connectivity: https://infogram.com/1p5klk1rexrdnzfp1g9kxq1mw5t3vj3zg3y 

 

Actions 

The following is the 2025 annual operational plan that is scheduled to be implemented during the 2025 financial year. 

The results are published periodically to ensure transparency and continuous improvement, through the reports produced.