value to the information we generate that is really useful to the big companies that ofer us services of all kinds, especially tourist services. Our information is the real fuel for the economic revolution we are living through, and the preliminary step to massive data processing which, as will be developed later, is essential for the implementation of artifcial intelligence systems. The implementation of smart cities, based on the constant and massive collection of data, has already been a reality for several years. As indicated in the previous paragraph, perhaps the main diference lies in the awareness of this reality on the part of citizens, users and consumers of products. What I intend to highlight in this section is that the usefulness of these technologies applied to the living environment where tourism takes place (cities, towns, natural areas), not only involves increasing tourism supply and demand, i.e. the sector's profts, but can also serve to contribute to tourism sustainability by indicating, for example, the places where certain access limits must be implemented in order to respect carrying capacity or to allow for better coexistence between residents and tourists. We start from this idea: it is necessary that the administrations, in the exercise of their competences, impose limits. However, not general limits, without justifcation and without sense, but respecting the requirements imposed by European and national legislation on freedom of access to the internal market for services (or national). Precisely, the implementation of these technologies will help to make the administrative tools for limiting tourism activities more efcient and efective. Modulate tourism to avoid the problems I mentioned at the beginning of this paper. Because sustainable tourism, where the urban and natural environment is respected, without overcrowding, without confict between residents and users, without excesses, in short, without the problems that existed before the pandemic, is quality tourism. And quality tourism generates more sustainable tourism. Smart cities, based on the internet of things (and people), are an essential tool for achieving this goal. Knowing the number of visitors and their needs, interests and concerns sufciently in advance is a necessary requirement for administrative control powers to be exercised proportionately and whenever necessary. 3.5.5.b. - Massive data processing or Big data Another tool that we need to analyse, in my opinion, is the massive analysis of data through diferent systems. In fact, this massive processing of data must be considered the frst step towards artifcial intelligence and, consequently, 26
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