Tell me who visits you, and I’ll tell you what kind of business you should be.

Not all tourists consume in the same way, seek the same things, or make the same business models profitable. In this talk, we analyze why truly understanding source markets is no longer a marketing exercise, but a business strategy. The origin of the visitor shapes opening hours, menu design, average ticket, experience, leisure offering, and operational structure. In a country heading toward 100 million visitors, understanding who comes and how they consume is key to designing more profitable, coherent, and sustainable HORECA models in each destination.