Resumo: This study examines the digital footprint of tourism across four key Galician destinations (A Coruña, Lugo, Santiago de Compostela and Vigo) through a multidimensional analysis of approximately 27,000 digital news items collected during summer 2023. Using advanced big data analytics and natural language processing techniques, the research evaluates content volume, audience reach, positivity and virality. The findings reveal significant asymmetries amongst destinations in terms of digital presence and media perception, identifying distinctive tourism attributes and marked seasonal patterns. The study contributes to digital tourism by providing a replicable methodological framework for comparative analysis of destinations' digital footprint within the same region. The findings have crucial implications for tourism management, evidencing the need for differentiated digital strategies that optimise online visibility and strengthen unique destination narratives.
