General details
EDIHs involved
Challenges
Domquartier GmbH is developing a new visitor center at the Old Residence and Cathedral Excavation Quarter to revolutionise the visitor experience. Central to this initiative is the introduction of customisable routes through the museum, tailored to individual interests and time constraints. Drawing inspiration from the Journey Maker model at the Chicago Art Institute, the system addresses Domquartier’s unique challenges.
The museum’s complex layout requires visitors to walk over one kilometer to exit, with no options for an early departure, making flexible navigation essential. Domquartier’s extensive collection also demands structured guidance, as visitors often struggle to identify key highlights without feeling overwhelmed. Compounding this issue is a decline in engagement, as guests tend to linger in the first rooms and transition too quickly through later areas. Temporary closures of rooms or pathways, often due to events or weather, further complicate navigation.
Visitor demographics add another layer of complexity. Ninety percent of guests are individual tourists primarily drawn to historical sections, leading to overcrowding in certain areas. This “density problem” diminishes the experience and highlights the need for better crowd management. Despite access to valuable data from the cash register system and SalzburgCard, Domquartier lacks a digital strategy to analyse and leverage these insights effectively.
To overcome these challenges, Domquartier is exploring sensor technologies to measure visitor flow and test solutions for crowd management. Additionally, it plans to assess and enhance indoor navigation systems, including signage. These efforts aim to create a more accessible, engaging, and adaptable experience for all visitors.
Solutions
The project began with a demand assessment, focusing on visitor distribution across specific rooms and terraces. Data collection included trial testing at the Salzburg Cathedral Museum, where sensor technologies were used to record visitor patterns alongside surveys to gather visitor insights. The technical solution emerged through iterative testing, adapting to challenges and refining methodologies.
Initial trials with Bluetooth Low Energy (BLE) and ultrasound sensors were abandoned due to inaccuracies. The team then developed custom infrared-based people counters capable of tracking visitor direction with greater precision. This system underwent rigorous indoor pre-tests, during which algorithms and logic were continuously optimised. For larger open spaces, a second system was created using computer vision technology. This solution leverages YOLOv8, a cutting-edge, open-source computer vision model, to detect individuals. By tracking movement relative to an entrance line, it provides accurate data on visitor direction while ensuring privacy.
The innovation is supported by both public and private investment. Public funding prioritises cultural preservation, sustainable tourism, and community benefits by enabling privacy-respecting, accurate visitor tracking. Private investment, on the other hand, fuels the development of advanced technologies, including infrared sensors and scalable computer vision models like YOLOv8. These technologies hold commercial potential in museums, retail, and event management.
This collaborative approach effectively combines public good with private-sector innovation, optimising resources to enhance visitor management in cultural and public spaces while driving technological advancement.
Results and Benefits
The collaborative project between Salzburg Research, the EDIH, and DomQuartier Salzburg GmbH achieved significant results, advancing both visitor management and digital innovation. Key achievements included the development and deployment of sensor systems to measure visitor flow in specific locations, such as the DomQuartier courtyard, where data were gathered to determine entry points from Domplatz and Residenzplatz. The project also incorporated visitor feedback through questionnaires, complementing quantitative data with qualitative insights.
Through trials and data validation phases, DomQuartier gained a precise understanding of visitor movement patterns in critical areas, including the inner courtyard, terrace, and Nordoratorium. This was achieved using a combination of infrared sensors and computer vision (CV) technologies, enabling automated visitor counting and direction tracking. The insights provided unprecedented clarity into visitor entry points, peak times, and distribution patterns. These findings equipped DomQuartier with actionable data to strategically allocate resources, such as staff and visitor services, during high-traffic periods and to enhance visitor experiences by preparing for peak congestion times.
This data-driven approach enabled DomQuartier to refine visitor flow design, optimise tour routes, and adjust exhibit arrangements to reduce congestion. The information gathered also laid a foundation for creating more personalised visitor experiences. For instance, DomQuartier could adapt exhibit layouts and navigation systems to better accommodate visitor preferences and behavior.
In addition to benefiting DomQuartier, the project advanced Salzburg Research and the EDIH’s expertise in sensor-based visitor monitoring systems. They successfully addressed technical challenges, such as inaccuracies caused by crowd density, clothing colors, and tracking line positioning. Iterative testing allowed for algorithm optimisation, ensuring reliable performance under varying conditions. These advancements underscore the adaptability of the system to real-world challenges, including external factors like weather, which influenced visitor numbers. Flexible models were developed to account for such variables, enhancing the system's robustness.
The project also demonstrated a scalable approach to visitor flow management for other cultural institutions. It validated the feasibility of integrating sensor-based monitoring technologies into high-traffic cultural settings, supporting operational efficiency and improved visitor experiences. DomQuartier used these insights to inform plans for its new visitor center and to confirm observations, such as most visitors entering from Residenzplatz.
In conclusion, this collaboration marked a significant step forward for both DomQuartier and Salzburg Research. DomQuartier now has tools to streamline visitor management and improve planning, while Salzburg Research has strengthened its ability to create, validate, and implement innovative tracking technologies tailored to the needs of cultural institutions. This project not only delivered immediate benefits but also established a foundation for scalable solutions in cultural and high-traffic environments.
Perceived social/economic impact
The implementation of the sensor-based visitor counting system at DomQuartier Salzburg is anticipated to deliver substantial social and economic benefits.
From a social perspective, data-driven insights into visitor flow enable DomQuartier to optimise the visitor experience through enhanced crowd management and tailored services. For example, identifying that 80% of visitors enter through a specific entrance facilitates targeted adjustments, such as improved signage and wayfinding systems, significantly enhancing orientation and overall satisfaction. Similarly, insights into peak visiting times, such as between 10 and 11 a.m., allow staff to adjust schedules strategically, alleviating bottlenecks and creating a smoother, more enjoyable experience. In a cultural heritage setting, these improvements are essential for fostering deeper visitor engagement, encouraging repeat visits, and enriching the cultural value of the local community.
Economically, the system provides actionable insights to streamline marketing strategies and resource allocation. Targeted marketing efforts near Residenzplatz, the most frequented entrance, can increase promotional effectiveness and boost visitor numbers. Understanding patterns, such as increased entries during poor weather, allows DomQuartier to plan resources and staffing more efficiently, optimising operational costs. Over time, the data will guide strategic decisions regarding new exhibits, events, and seasonal programs, aligning offerings with visitor preferences and driving revenue growth.
Beyond DomQuartier, this project showcases a scalable model for visitor management in other high-traffic cultural sites, contributing to regional tourism growth and economic development. As more institutions adopt such technologies, the broader impact will include smarter, more sustainable tourism practices that benefit local economies while preserving cultural heritage experiences for future generations.
Measurable data
The system’s effectiveness was validated by comparing data from the computer vision (CV) counter to manual visitor counts. Over random 15-minute intervals across multiple days, the CV counter showed a minor deviation from manual counts during peak events, affected by specific challenges such as visitors wearing white clothing, crowd proximity, large groups that could hide individuals, and people lingering on the counting line. These challenges highlighted areas for system refinement, while confirming the overall accuracy and reliability of the CV system.
Data gathered from the inner courtyard measurements revealed significant patterns in visitor entry points and timings. Approximately 80% of visitors entered through Residenzplatz, with the remaining 20% using Domplatz. The system identified peak entry times between 10-11 a.m., with a consistent growth in visitor numbers up until midday, followed by a significant decline throughout the afternoon. On average, across all measurement days, 58 visitors entered the inner courtyard every 15 minutes—48 from Residenzplatz and 10 from Domplatz.
Furthermore, weekly data analysis demonstrated that despite variations in ticket sales, the distribution patterns remained relatively stable. For example, during weeks with contrasting ticket sales (839 in week 36 vs. 1,238 in week 37), the curve shapes of visitor flow remained consistent. Bad weather, however, contributed to higher visitor numbers, with visitors arriving slightly earlier in the day.
The terrace and Nordoratorium measurements also provided valuable insights into visitor behavior. While the terrace saw higher visitor traffic around 1 p.m., especially in sunny weather, only about 10% of these visitors proceeded to the Nordoratorium. This consistent, low-level flow of visitors entering the Nordoratorium suggested that the space functions as a more transient area, with visitors exploring briefly and not gathering as they do in the courtyard. These findings allowed DomQuartier to manage specific site areas more effectively, such as aligning staff resources with identified high-traffic periods and streamlining visitor flow through spaces where congestion might occur.
DMA score and results - Stage 0
DomQuartier`s digital maturity level is average. A number of mainstream technologies are being used for operations, however they would benefit from the adoption of more advanced technologies, such as Information Management Systems, e-commerce, B2B, B2C, social networks and so on. The personnel obtain an average level of digital skills, however in order to advance in digital transformation, well-planned training and IT professionals are crucial. Although a lot of business information is already in a digital form, the company would benefit a lot from a comprehensive data strategy, including data security, providing DomQuartier with increased data analytics capacities and would support high-level decision making. ICT technologies could also be adopted to help become more sustainable in the company`s operations. Such changes would lead to increased competitiveness and bring the company closer to more digital mature competitors in their respective market.
Lessons learned
The case offered Salzburg Research vital insights into implementing sensor-based visitor counting systems in cultural settings. Using infrared sensors and computer vision technology, specifically Raspberry Pi devices with YOLOv8 algorithms, the project delivered reliable, privacy-respecting visitor tracking. This solution met DomQuartier’s need for accurate, real-time visitor data, significantly enhancing its understanding of visitor flow.
However, initial trials with Bluetooth Low Energy and ultrasound sensors revealed their limitations in dense indoor spaces. These technologies struggled with accuracy when tracking large groups, highlighting the importance of choosing sensors suited to specific environmental conditions. For indoor applications, infrared sensors and computer vision emerged as superior alternatives, demonstrating robust performance under challenging conditions.
Despite their success, computer vision systems presented specific challenges. Detecting individuals in clusters, handling clothing variations—such as white garments blending into bright backgrounds—and mitigating obstructions in group settings required precise sensor positioning and iterative parameter tuning. The project emphasized the need for live environment testing to refine setups and ensure accurate data collection.
For other EDIHs, SMEs, or public-sector organisations pursuing similar initiatives, this project underscores the value of aligning sensor selection with space characteristics and visitor density. Visitor flow insights can also drive cross-innovation, such as enhancing signage, digital guides, or navigation systems to address peak traffic areas.
Flexibility in sensor setup, continuous optimisation, and real-time data validation are essential to improving system reliability. These practices not only enhance accuracy but also expand the system’s scalability across diverse cultural and public spaces, supporting more efficient visitor flow management and experience optimisation.
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