DTTT ADVISORY · STRATEGIC ADVISORY
AI Strategy: Where to invest in 2026
A briefing for the Catalan Tourist Board board, prepared following three discovery sessions across March 2026.
Client
Catalan Tourist Board
Period
Mar–Apr 2026
Prepared by
DTTT Advisory
DTTT-ADV-2026-018 · MEMBER-CONFIDENTIAL
Section 02 · Agenda

What we'll cover

01
What discovery surfaced
The three sessions, synthesised — Rose / Bud / Thorn
02
The major statement
Where the brief lands and why
03
Three priorities, sequenced
The board's decision in Q2
04
Numbers & window
Procurement timing and cost ranges
05
Next steps & close
Dates, owners, when DTTT reports next
06
Discussion
15 minutes held back for the room
DTTT Advisory · Catalan Tourist Board · April 202602 / 10
01

What discovery surfaced.

Three sessions across March 2026 — Barcelona core team, regional analyst group, joint workshop. Synthesised here as Rose / Bud / Thorn.
DTTT Advisory · Catalan Tourist Board · April 202603 / 10
Section 03 · The position
Catalonia's most valuable AI investment in 2026 is not generative — it is the data-pipeline work that makes generative useful in 2027.
— DTTT discovery synthesis, April 2026
DTTT Advisory · Catalan Tourist Board · April 202604 / 10
Section 04 · Findings

Rose, Bud, Thorn

Synthesised across three discovery sessions. What is working, what could become, what is blocking.

Rose
What is working
  • Cross-team analyst peer review
  • Quarterly board reporting cadence
  • Operator-direct data shares (informal)
  • Strong analytical voice on the team
Bud
What could become
  • Regional dispersal index
  • AI-assisted member briefings
  • Shared dashboard with municipalities
  • Off-season campaign automation
Thorn
What is blocking
  • Fragmented operator data systems
  • Analyst time fully committed
  • Council planning lag on dispersal
  • Procurement timelines
DTTT Advisory · Catalan Tourist Board · April 202605 / 10
02

What we recommend.

Three pieces of work, sequenced rather than simultaneous. Capacity is the constraint, not budget — so the work has to phase against existing commitments.
DTTT Advisory · Catalan Tourist Board · April 202606 / 10
Section 05 · Priorities

Three priorities, in order

Ranked by board-decision priority, not by visibility. None of them depend on the others until the third — which is why the sequence matters.

PRIORITY 01
Data foundations
Q2–Q3 2026 · ~€180k
Consolidate operator data feeds into a single analytical surface. Gating dependency for everything that follows. Without it, the next two priorities produce thin work.
PRIORITY 02
AI-assisted analyst tooling
Q3–Q4 2026 · ~€90k
Reduce monthly reporting load by ~40% so analyst time can move to dispersal modelling and member briefings. Quick win once foundations are in place.
PRIORITY 03
Member content automation
Q1 2027 · ~€220k
The most visible work, deliberately last. Generates briefings and campaign content from the unified data surface. Doing it first would produce thin output disconnected from position.
DTTT Advisory · Catalan Tourist Board · April 202607 / 10
Section 06 · The window

Numbers & the procurement window

15 May
Decision deadline
To hold the July sign-off window. Slipping this by four weeks pushes implementation into 2028.
~40%
Analyst time freed
Reduction in monthly reporting load once Priority 02 lands. Time goes to dispersal modelling and member briefings.
€490k
Total 2026–2027 envelope
Across three priorities. Within the autumn budget cycle's existing AI allocation; no incremental ask required.
DTTT Advisory · Catalan Tourist Board · April 202608 / 10
Section 07 · Next steps

What happens this fortnight

This week
Lead advisor circulates this advisory to Miquel, Elena and the analyst group lead. 20-minute call to walk through the priorities.
DTTT
Next week
Joint working session (Barcelona team + DTTT, 90 min) to scope Priority 01 against the autumn budget cycle.
CTB + DTTT
By 15 May
Q2 implementation brief plus indicative procurement timeline. Decision required to hold the July sign-off window.
CTB board
28 May
Next written update from DTTT. Monthly reporting cadence runs through the engagement.
DTTT
DTTT Advisory · Catalan Tourist Board · April 202609 / 10
DTTT ADVISORY · CATALAN TOURIST BOARD
Foundations 2026. Tooling 2026. Content 2027. Skip a step and the next one fails.
Lead advisor
[Name]
[email]
Engagement reference
DTTT-ADV-2026-018
Next update
28 May 2026