The article analyses economic developments at global level in the face of the tourist destination’s media effort by scattered markets. The entry into the Internet has been influenced by the media, as well as by new technologies, and these have changed dramatically in the first three years of the 21st century, impacting various economic activities, including tourism. As a result, the consumer has ceased to have an receptive role, to be a determinant of the media material he consumes, as well as having the opportunity to be also an information provider. Mexico City (CDMX), as a tourism segment, is not the exception, but it depends on communication from public and private actors, who, although they have certain methodologies and tools to access their audiences, have a audience who decides on what they receive and express their opinion on social media. The methodology used to explore the phenomenon includes desk analysis and the use of social media analysis (ARS) to assess the role of Big Data and Smart Data in the CDMX brand in the face of the fragmentation of audiences.