the Protection of Personal Data and the guarantee of digital rights) may only use such information under the terms provided for in the aforementioned legislation, i.e. if the data cease to be personal because they have been anonymised, or if some of the requirements provided for in Article 6 for the processing of such personal data converge. In any case, repeating the idea that I wanted to express a few paragraphs above, this data generated by the sector should serve not only to help supply to predict demand behaviour and, if necessary, to increase profts, which is also the case. But also to help the competent administrations to predict where the next problems related to tourism sustainability are going to occur and to anticipate solutions from administrative law. This information, the so-called Big Data, is therefore essential for what is being analysed here. An example of enormous interest for what we are studying here can be found in the Valencian Institute of Tourism Technologies (INVAT-TUR), which compiles information to issue weekly reports. Its sources and indicators are the following: - Air capacity for travel to Alicante, Castellón and València. Source: Mabrian - Flight prices. Source: Mabrian: Mabrian - Mobility according to mobile geolocation. Source: Google (Mobility) - KeyWords by tourist destination. Source: Google Trends - Searches for travel to the Comunitat Valenciana. Source: https:// hotelinsights.withgoogle.com/intl/en/ - Hotel bookings in the Comunitat Valenciana. Source: TravelGateX: TravelGateX - Competitive Intelligence for "Sun and Beach" and "Urban" destinations. Source: https://hotelinsights.withgoogle.com/intl/en/ This information is very valuable for companies in the sector, as mentioned above. But it is also extremely important for the competent administrations (in this case the Valencian Regional Government) to plan and, where appropriate, use the administrative tools deemed necessary to ensure tourism sustainability. I will refer to this in the following section, but algorithms and technologies associated with artifcial intelligence can be used to predict behaviour and risks to protectable legal assets, which must set the administrative machinery in motion, with all the guarantees, to prevent damage 3.5.3.c. - Smart tourism in the context of smart administrations The development of smart tourism, based on artifcial intelligence systems, requires, in my opinion, a certain context in which the competent administrations have similar technology at their disposal. It is not possible to speak of true smart tourism without all the actors involved: companies and professionals, tourists and public administrations, making regular use of artifcial intelligence for decision-making. 28
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