Essential Art Walk, the app that integrates tickets to the Prado, Thyssen, and Reina Sofía.

In 2017, GVAM launched the PAI app to provide users with an accessible and comprehensive guide to Madrid’s renowned Essential Art Walk. Funded by Madrid Destino SA, this app includes content, maps, and a joint ticket for the essential tour, which covers the Prado Museum, the Thyssen-Bornemisza Museum, and the Reina Sofía Museum. It has been updated with the latest technologies from the GVAM ecosystem to become the leading reference for tourism in Madrid.

The update of the Essential Art Walk app, released in June, features a more attractive design and other improvements that optimize its functionality and security. With the implementation of new guidelines for iOS and Android platforms, the app ensures a reliable environment that meets the most stringent regulations.

The new interface is more user-friendly and complies with the accessibility guidelines of the UNE 178508 standard. Additionally, it is compatible with the semantic ontology applied to tourism (UNE 178503), ensuring the interoperability of the app’s content with other tourism platforms, both from the City of Madrid and Segittur at the national level.

Finally, this app explores the tourism opportunities provided by packaged services like Citycards: These are tourism activity vouchers that are paid for once and combine multiple experiences into a single app. This digital transformation enables the integration of tourist routes from travel apps with payment and intelligent service recommendation features. The Essential Art Walk app is an excellent example of this transformation, as it offers a discounted ticket to the three major museums in Madrid while recommending other activities along the Prado tourist axis. These new Citycards, when carried on a mobile device, generate invaluable data on activities performed, seasonality, interests, mobility within the city, and sensitivity to other services. At the same time, they stimulate the economic activity of businesses participating in the CityCard, allowing consortia and destinations to effectively manage the tourist load and business operations.