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MINSK, 28 May (BelTA) – Director of the National Tourism Agency Kirill Masharsky explained how Belarus tracks tourist flows using digital technologies during the panel discussion Modern Digital Solutions in Tourism: Experience of the EAEU Countries at the 5th Eurasian Economic Forum (EEF-2026) in Astana, Kazakhstan, BelTA has learned.
Thanks to Big Data analytics, travelers’ spending can be tracked in real time. “For us as a regulator, this is a microscope that allows us to see the real flows of people, money, and interests where traditional statistics are practically powerless. For effective regulation, it is necessary to combine three data streams into a single analytical ecosystem. First and foremost, this means mobile operator data. They provide a much more objective, honest volume of tourist flows. We see not only those who checked into hotels but also those tourists who simply arrived to visit a particular location, which is critically important for assessing the impact on roads, small towns, and the environment,” Kirill Masharsky noted.
An analysis of bank transactions makes it possible to understand where guests spend their money. If a district has a high tourist flow but low spending in food service, this is a direct signal for authorities that the region lacks cafes, souvenir shops, and other services.
Another area is the analysis of search queries and bookings, which makes it possible to predict demand two to three months before the season starts and adjust the operations of transport and museums. Kirill Masharsky pointed out that some results were unexpected. For instance, on one of Belarus’ tourism portals, the most popular query of 2025 was the country’s largest suspension bridge, which reopened after reconstruction.
“One of the main tasks of the regulator is the smart allocation of investments, and Big Data provides us with a tool to achieve this. If the data shows that thousands of people annually visit an abandoned estate, a natural spring, or a conservation area that lacks any infrastructure, that is exactly where a state investor or a business should step in,” Kirill Masharsky said.
According to him, Big Data also helps evaluate event tourism, which is relevant for all EAEU member states. “We need to learn how to host events effectively and monetize them. Industry management is also about managing the country’s image. Big Data tools allow us to move away from expensive and inefficient advertising,” he pointed out.
Data analysis is also important for identifying tourist categories, such as which Russian regions most visitors come from, as well as for monitoring reviews and understanding service pain points. According to the director of the National Tourism Agency, Big Data is a necessity of today, and its relevance is only growing.
“Big Data enables making decisions based on verified facts rather than by feel, building hotels or accommodation facilities, glampings, and A-frame houses where it is truly necessary and feasible, and developing routes, infrastructure, and utilities that will be in demand,” Kirill Masharsky said.
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