POST-VIA is an information system whose main objective is develops tools to manage direct marketing strategies in the tourism sector. POSTVIA can be considered as software able to collect information about the travel experience for tourists and convert this information into knowledge. The system offers DMOs a management component of communication and interaction with the customer based on a highly accurate perception of it, allowing individualized marketing campaigns (Social Semantic CRM). Social Semantic CRM component incorporates several techniques to achieve this aim, among others, opinion mining, recommendation systems, and digital footprint. As a basic differential, POST-VIA platform is not limited to rely on the goodwill of tourists (often controversial and always random) to complete the valuable data of subjective perception, it offers an attractive product catalog and services compelling enough to take the time and the interest to collaborate.