[en] The emergence of digital marketing in tourism sector has been essential in the evolution and improvement of everything that comprise its activity, simplifying many of the processes typical of traditional marketing. From the State of Alarm that was declared in Spain in mid-March 2020 and the consequent impossibility of traveling. Many tourist agents have decided to apply these new tools (most of them already existed before) to promote and market their tourist products and services. The main aim of this work is to know the usefulness of digital marketing in the recovery of coronavirus crises in the Galician tourism sector. Specifically, two secondary objectives are proposed: 1) to know the opinion of various experts in the field on the use of digital marketing as a revulsive in tourism crisis management and 2) to analyze the digital tools that can improve the experience of the travelers and pilgrims in the Galician tourist offices. In order to achieve these objectives, on the one hand, information has been collected from numerous articles published before, during and after quarantine. On the other hand, two qualitative research techniques have been carried out: interviews with experts and participating observation. The recovery of tourism activity will lie in the ability of public and private actors to plan the appropriate strategies that allow the economic, social and environmental survival of the sector after the long period of paralysis it has suffered. In the specific case of tourist offices, the introduction and consequent application of digital tools in the daily activity of tourist information services located on Jacobean routes.

[gl] A irrupción do marketing dixital no sector turística fíxose esencial na evolución e mellora de todo o que engloba a súa actividade simplificando moitos dos procesos propios da mercadotecnia tradicional. Coa declaración do Estado de Alarma en España a mediados de marzo do ano 2020 e a consecuente imposibilidade de viaxar, gran parte dos axentes turísticos decidiron aplicar estas novas ferramentas (moitas delas xa existían anteriormente) para promoción e comercializar os seus produtos e servizos turísticos. O obxectivo xeral deste traballo é coñecer a utilidade do marketing dixital na recuperación de crise do coronavirus no sector turístico galego. Ademais, de maneira máis específica plantéxanse dous obxectivos secundarios: 1) coñecer a opinión de diversos expertos na materia sobre o uso do marketing dixital como revulsivo na xestión de crise do turismo e 2) analizar as ferramentas dixitais que poden mellorar a experiencia do viaxeiro e do peregrino nas Oficinas de Turismo de Galicia. Para alcanzar estes obxectivos marcados, por unha parte recolleuse información de variados artigos publicados antes, durante e despois do confinamento. Por outra, leváronse a cabo dúas técnicas de investigación cualitativa: as entrevistas con expertos e a observación participante. A recuperación da actividade turística residirá na capacidade dos axentes públicos e privados para planificar as estratexias axeitadas que permitan a supervivencia económica, social e medioambiental do sector despois do longo tempo de paralización que sufriu. No caso concreto das oficinas de turismo, faise fundamental a introdución e a consecuente aplicación das ferramentas dixitais na actividade diaria dos servizos de información turística localizados nas rutas xacobeas.