01Footfall
37,645
observed device-days across the three boundaries
- Daily counts for every day of the year
- Hour-by-hour visit pulse
- Cell-level activity inside the beach
Answers
How many come, and when?
The rhythm
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DPAISurf Sense · Setting the Scene01 02 03 04 DPAISurf Sense · So WhatBoundary 01 Boundary 02 Boundary 03 DPAISurf Sense · How to Read It
Surf Sense
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DPAIA DPAI Use Case Study
Customer Intelligence · El Médano, Tenerife
Surf Sense
A surf shop on one of Europe's best-known wind and wave beaches, four kilometres from an international runway. Location signals show who lands, who surfs, where they go next, and where the shop's next customers are.
Airport (TFS)Beach WalkSurf shop
4 kmrunway to beach · 12 months of signal
www.getDPAI.com
DPAIA DPAI Use Case Study
Customer Intelligence · El Médano, Tenerife
Surf Sense
A surf shop on one of Europe's best-known wind and wave beaches, four kilometres from an international runway. Location signals show who lands, who surfs, where they go next, and where the shop's next customers are.
Airport (TFS)Beach WalkSurf shop
4 kmrunway to beach · 12 months of signal
www.getDPAI.com
Setting the Scene
A runway, a beach and a surf shop, 4 km apart.
El Médano is Tenerife's wind and wave town, on the island's sunny south-east coast. Tenerife South airport sits just inland. A shop here knows the water. What it can't see is who moves past its door, and who never gets there.
4 kmfrom the TFS terminal to the beach
3study boundaries: airport, beach, shop
12 moof signal, Jul 2025 to Jul 2026
The question
Who are a surf shop's customers today, and who is moving past its door?
Airport boundary
Beach Walk boundary
The shop's own boundary is withheld
DPAISurf Sense · Setting the SceneData Foundation
Three boundaries, three signals.
Each boundary is drawn around a place where a visit means something: the airport where visitors arrive, the beach where the crowd gathers, and the shop itself. The same three signals are read at all three.
02Pathing
5.1M
location records from the 24 hours before and after a visit
- Where devices were before and after
- Island regions and countries abroad
- Within 1 hour, 1–4 hours, 4–24 hours
Answers
Where do they come from, and go next?
The orbit
03Home areas
7,939
home-area profiles for devices seen at the airport and beach
- Home country
- Age mix of home neighbourhoods
- Purchasing power and education
Answers
Who are they?
The audience
Anonymized by design
Every figure is an aggregate of anonymous devices, never an individual. The shop's name and exact footprint are withheld: it appears only as totals and island-region shares.
DPAISurf Sense · Data Foundation01 · Who Lands
Next door, the runway lands Britain.
Half of the airport's signal from the day before a visit comes from off the island. It traces back to London, Manchester, the Midlands and Scotland, then the Low Countries, Germany and northern Italy.
Seen in the 24 h before TFS
LessMore
Home country · airport devices
Home countries
UK home areas
67%
of devices profiled at the airport
Arrived from abroad
50%
of the day-before signal is off the island
Finding
The airport four kilometres from the shop is a British gateway. Two in three devices profiled there live in the UK.
Source: DPAI Location Intelligence · devices at the Tenerife South airport boundary, Jul 2025–Jul 2026 · map: where off-island devices were seen in the 24 hours before an airport visit, by H3 res-3 area (~12,000 km²) · home country from home-area profiles
DPAISurf Sense · 01 · Two Crowds01 · Who Surfs
The runway speaks English. The beach speaks Spanish.
The same home-area profiles, read at the Beach Walk instead of the airport, describe a different crowd. Spain leads, Italy follows, and the UK drops from two in three to one in five.
Home country · share of profiled devices
AirportBeach Walk
Home-country mix
Spain at the beach
53%
vs. 7% at the airport
UK at the beach
20%
vs. 67% at the airport
Beach crowd · home-area profileindex 100 = national average
Home countrySpending powerDegree-level
Spanish home areas sit well below Spain's average spending power, which is typical of the islands. This reads as a resident crowd, not mainland tourists.
Finding
Two crowds share one coastline. The shop's doorstep belongs to island residents and Italians; the runway brings the British.
Source: DPAI Location Intelligence · home-area profiles of devices seen at the Beach Walk and airport boundaries · countries with 20+ profiled devices · purchasing power indexed to each country's national average (= 100)
DPAISurf Sense · 01 · Two Crowds02 · The Detour
Visitors land next door, then drive west.
After an airport visit, most of the island signal sits in the south-west resort strip, 30 to 40 km away. The beach crowd's day looks nothing like it: El Médano, the towns around it, and the north.
Island signal after an airport visit
LessMore
Where the island signal sitsafter the airport
Island regions
Airport → south-west resorts
44%
of island signal after an airport visit
Airport → El Médano
1.8%
the town next door barely registers
Finding
Arrivals pass within four kilometres of the shop and keep going. El Médano gets fewer than 2 in 100 of their island signals.
Source: DPAI Location Intelligence · pathing records within 24 hours of a visit, Jul 2025–Jul 2026 · on-island signal only, by H3 res-8 area (~0.7 km²) · shares of on-island device records
DPAISurf Sense · 02 · Where They Go02 · Same Orbit
The shop lives in the beach's orbit.
Put the three boundaries side by side and the shop's before-and-after geography is a near copy of the beach's, and nothing like the airport's. Its customers already come from the beach crowd's world.
Where devices were in the 24 h around a visitshare of pathing records
Pathing by region
Shared geography
99.8%
of the 8,252 areas in the shop's pathing also appear in the Beach Walk's.
Shop · El Médano + south-east
61%
of its island signal
Beach · El Médano + south-east
60%
vs. 32% for the airport
Finding
The shop isn't short of a crowd. It sits inside one. Growth means converting more of the beach, and bending the arrivals' route toward it.
Source: DPAI Location Intelligence · pathing records within 24 hours of a visit, Jul 2025–Jul 2026 · shop and beach combine before and after; airport shows after · shared geography = shop pathing cells (H3 res-10) that also appear in Beach Walk pathing
DPAISurf Sense · 02 · Where They Go03 · The Calendar
The beach runs on summer weekends.
Indexed to its own average day, the beach swings three-fold across the year and jumps every Saturday and Sunday. That's the pattern of a crowd that lives here, not one that flies in for a week.
Average day vs. the boundary's own average (= 100)
Seasonality
Beach · July vs. March
3.1×
busiest vs. quietest month
Beach · weekend lift
+49%
Saturday and Sunday vs. the weekday average
Two calendars
Beach Walk
Peaks July–August with the Spanish school holidays. Quietest in March and December.
Airport
Peaks in July, then again October–November. Quietest December–April.
Finding
Plan staff, stock and lessons around summer and weekends. The busiest beach days carry half as many people again as a midweek day.
Source: DPAI Location Intelligence · observed devices per day at each boundary, 9 Jul 2025–8 Jul 2026 · index = average day in that month or weekday ÷ the boundary's average day × 100 · the shop's signal is too sparse to index
DPAISurf Sense · 03 · When03 · The Day
Midday on the sand. Evening at the shop.
The beach fills from mid-morning, peaks around noon, and gets a second wind at sunset. The shop's small signal lands later, as the crowd walks back off the sand.
All day
Beach Walk visits · all day
QuietBusy
Share of each boundary's visits by hour
Hourly rhythm
Beach · 10 AM–2 PM
39%
of the day's visits in five hours
Shop · 3–9 PM
67%
of its visits, as the beach empties
Finding
The shop's moment is the walk back. Late-afternoon offers and sunset sessions meet the crowd when it's already heading past the door.
Source: DPAI Location Intelligence · visit records by local hour, 9 Jul 2025–8 Jul 2026 · map: Beach Walk H3 res-12 cells (~300 m²) · shop curve rests on 161 visit records and is directional
DPAISurf Sense · 03 · When04 · The Gap
Thousands pass. A few walk in.
Read as a ladder, the three boundaries show the size of the opportunity: a busy gateway, a steady beach crowd a quarter its size, and a shop that the same panel catches only now and then.
Observed devices · average per calendar day12 months
Airport (TFS)82.2a day · — device-days
Beach Walk20.6a day · — device-days
Surf shop0.36a day · — device-days
JulAugSepOctNovDecJanFebMarAprMayJun
Beach vs. airport
25%
the beach crowd is a quarter of the gateway
Shop per 100 beach
1.8
shop device-days for every 100 on the beach
Seen at the shop
112of 365 days
The beach registers every single day. The shop shows up in the panel on fewer than one day in three, so its numbers are small and best read against the beach.
Finding
The gap is the opportunity. Moving the shop from 2 to 3 per 100 beach visitors would lift its footfall by half, without finding a single new crowd.
Source: DPAI Location Intelligence · observed devices per day at each boundary, 9 Jul 2025–8 Jul 2026 · each strip uses its own scale · blank shop days mean no reported signal, not a confirmed zero
DPAISurf Sense · 04 · The GapFrom Evidence to Action
Moves for the next wave.
The shop already has the local crowd's geography. The growth is in timing it better, and in catching the visitors who land four kilometres away.
When: staff and stock for summer weekends
The beach crowd is half again as big on weekends and three times bigger in July than in March. Midday fills the sand; the shop's own signal leans to late afternoon.
FootfallBaseline from this deck
Sat–Sun +49% vs. weekdaysJuly 3.1× MarchBeach peaks 11 AM–1 PM
Where: meet the local orbit where it lives
Six in ten before-and-after signals for the beach and the shop sit in El Médano and the neighbouring south-east towns. Clubs, schools and local channels there reach the core.
PathingBaseline from this deck
60% El Médano + south-east99.8% shared geography
Who: win the visitors who land next door
Two in three airport devices have UK home areas, and most of their island time is in the south-west resorts. Car-hire, resort and airport partnerships could put El Médano on the route.
Home areas + pathingBaseline from this deck
UK · 67% of airport44% to south-west resorts1.8% reach El Médano
Measure: keep the signal running
Re-read the same three boundaries each season. When a campaign lands, the shop's share of the beach crowd, and the beach's share of arrivals, should move.
OngoingBaseline from this deck
Shop seen on 112 of 365 daysBeach ≈ 25% of airport volume
DPAISurf Sense · So WhatMethod
How to read these signals.
Airport (TFS)
Tenerife South's terminal and apron, 4 km inland from the beach. Arrivals and departures both count.
Beach Walk
El Médano's promenade and sand: 50 small hexagonal cells of about 300 m² each.
Surf shop
A single storefront in town. Its name and footprint are withheld; only totals and region shares are shown.
01A sample, not a headcount
Observed devices are a panel. Compare places and periods as ratios, not as absolute visitor numbers.
02Records, not people
Visit and pathing records are aggregated; one person can count in several cells, hours or days.
03Context, not routes
Pathing shows where devices were in the 24 hours around a visit, by ~0.7 km² area. It isn't an ordered trip.
04Neighbourhoods, not individuals
Home-area profiles describe where devices spend their nights, not the people carrying them.
05The shop signal is sparse
Seen on 112 of 365 days. Shop-level findings are directional and read best against the beach.
DPAISurf Sense · How to Read ItSelected slide
Deck settings