The Calgary Tourist Office, in collaboration with technological partners, has developed a social listening initiative as part of the Brand Evolution Project, which aims to redefine the city's branding to truly represent the tourism value of the destination.

To achieve this, it launched an active listening project, in which around 10 million comments, opinions and conversations maintained over the last two years have been identified and analysed, both from social networks and on various global travel portals. The aim was to assess and understand the destination's reputation online.

The results of this social listening project complemented other tools used to compile and analyse information from tourists' opinions, such as interviews, workshops and surveys, among others.
These techniques, based on Big Data, natural language analysis and sentiment analysis, have provided structured information for mass analysis. The data and information collected was then analysed through Data Analytics tools to spot trends based on visitors' impressions.

One of the key aspects in the development of the project was the implementation of the Tourism Sentiment Index system, which enabled more comprehensive analysis to be carried out about the destination's brand image, specifically relating to visitors' perceptions, feelings and positive and negative emotions about it.

The findings played a fundamental role in the planning and development of various marketing campaigns and initiatives implemented by the city.