What is your Tourism Sentiment ScoreTM?
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Market research consistently shows that word of mouth is and always has been the predominant influence on the travel decision-making process.
In the world of online and digital communication, peer-to-peer conversations are one of the most trusted sources of information for selecting travel destinations and determining which experiences to try.
Capturing the sentiment of word of mouth is a powerful way to monitor the success of a destination. Now, the Tourism Sentiment Index (TSI) lets you measure what people really feel and what they find most worthy to share about your destination.
SIGN UP NOW to be included in our second Global Tourism Sentiment Report that benchmarks the world’s top Tourism Sentiment ScoresTM. We are accepting only 50 new places.
Get your TSI today to reveal your destination's Tourism Sentiment ScoreTM ranking.
Comprehensively measure real sentiments
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Analyze 500,000 platforms.
The Tourism Sentiment Index includes more than 500,000 online, peer-to-peer communication platforms, including all major social networks and review sites.
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Gloves off. Uncensored.
TSI analyzes unprompted and unbiased peer-to-peer conversations happening around your destination, a view that no customer survey or focus group can provide.
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Go beyond a sample of opinions.
Through TSI, we scan, analyze and index more than 1,000,000 online conversations from around the world that are affecting perceptions of your destination.
Our approach

Categorize
We scan all online conversations happening around the world related to your destination. We look at thousands of words and images, then classify them into tourism categories and experiences that are relevant to any DMO.

Quantify
We classify the content according to whether the sentiment is positive, neutral or negative. Then we apply our Tourism Sentiment ScoreTM formula to assess your performance and compare it to a competitive set of destinations you select.

Report
Our complete analysis results in the TSI that reveals how people feel about 50 different experiences and services in your destination. You'll receive a turnkey report that summarizes all the data and builds on it with key findings and next steps.
Our difference
The Tourism Sentiment Index is the only one of its kind in the world for two reasons:
- It is purpose built for destination marketing.
- Customers get access to data from thousands of other destinations around the world.
While there are a handful of companies offering generic sentiment analysis, the Tourism Sentiment Index is much more powerful than what they offer. Several important elements set this report apart:
- Tourism Sentiment Index provides a destination marketing organization with findings drawn from sentiment analysis without the need to add technical skills or additional effort in house.
- The tourism marketing metrics in the report are specific for destinations.
- The methodology behind the Tourism Sentiment ScoreTM ensures that conversations about a place that are not relevant to tourism are excluded from the result.
- The Tourism Sentiment Index findings include competing destinations from our pool of hundreds of destinations around the world and offer a holistic view of a destination by examining 50 tourism assets.
Our team spent more than a year developing, testing and validating the Tourism Sentiment Index. No other firm has access to anything similar to our Global Rank. We have more than 160 destinations in the program with many more joining monthly. Being part of this world-leading group and able to compare your performance in our global report is an advantage available only through the Tourism Sentiment Index.
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We understand the power of word of mouth, but now we have the tool to measure it.
Monica Dickinson, Tourism Kamloops
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It feels as if you have reached a 'holy grail' in tourism measurement of actions.
Ashley Harvey, Go Central Japan
FAQ
These conversations are generated by individuals talking to others (social networks) or posting opinions to share their views with others (reviews, forums, blogs). Certainly, as with any type of market research, the results reflect the sample audience included in the study. In the case of the Tourism Sentiment Index, results reflect the users on social networks and also review sites (TripAdvisor, Expedia, Hotels.com, Cruise Critic, etc.), news sites and blogs.
Who's involved?
We are bringing together the world's top DMOs to define a KPI and global data set based on word of mouth for destination marketing. Contact our team now to ensure your destination is part of this ground-breaking program while space is available.
Aberdeenshire, UK
Alberta, Canada
Asheville, NC
Aspen, CO
Atlanta, GA
Austin, TX
Bali, Indonesia
Bar Harbour, Maine
Barrie, ON
Bay of Plenty, New Zealand
Bermuda
Big Sky, MT
Big White Ski Resort, BC
Brisbane, Australia
Broome, Australia
Bundaberg, Australia
Cairns, Australia
Calgary, AB
Cannon Beach, OR
Cape Breton, NS
Caribou Chilcotin Coast, BC
Carmel-by-the-Sea, CA
Coromandel region, NZ
Chicago, IL
Chilliwack, BC
Cleveland, OH
Cody, WY
Coffs Harbour, Australia
Columbia, SC
Comox Valley, BC
Corvallis, OR
Cowichan Valley, BC
Dallas, TX
Daylesford & Macedon Ranges, Australia
Denver, CO
Destin, FL
Detroit, MI
Dubai, UAE
Eastern Townships, QC
Edmonton, AB
Elkhart County, IN
Estes Park, CO
Explorer's Edge, ON
Florida, USA
Fredericton, NB
Gladstone Region, Australia
Gold Coast, Australia
Golden, BC
Gulf Shores, AL
Halifax, NS
Hamilton, ON
Hastings County, ON
Hinchinbrook, Australia
Houston, BC
Huntington Beach, CA
Iceland
Ireland
Jackson Hole, WY
Jasper, AB
Kamloops, BC
Kawartha Lakes, ON
Kelowna, BC
Kuranda, Australia
Langley, BC
Lake Wanaka, Australia
Logan, Australia
Mackay, Australia
Maine, USA
Manitoba, Canada
Melbourne, Australia
Memphis, TN
Mississauga
Mont-Tremblant, QC
Monterey Bay, CA
Montreal, QC
Muskoka, ON
Nashville, TN
Nelson, BC
Nelson Tasman region, NZ
New Brunswick, Canada
New Orleans, LA
Newfoundland and Labrador, Canada
Newport Beach, CA
Niagara Falls, ON
Niagara-on-the-lake, ON
Niseko, Australia
Noosa, Australia
Northland region, NZ
North Queensland, Australia
Northern Ireland
Nova Scotia, Canada
Ontario, Canada
Ontario Highlands, ON
Orlando, FL
Osoyoos, BC
Ottawa, Canada
Panama City Beach, FL
Park City, UT
Parksville, BC
Pentiction, BC
Pensacola, FL
Philadelphia, PA
Portland, OR
Powell River, BC
Price Rupert, BC
Prince Edward Island, Canada
Qualicum Beach, BC
Queensland, Australia
Queenstown, New Zealand
Revelstoke, BC
Richmond, BC
Saint John, NB
San Diego, CA
San Francisco, CA
San Juan Islands, WA
Santa Barbara, CA
Santa Monica, CA
Saskatchewan, Canada
Saskatoon, SK
Seattle, WA
Scenic Rim Region, Australia
Shuswap Region, BC
SilverStar Mountain Resort, BC
Smithers, BC
Southern Queensland, Australia
South Walton, FL
Squamish, BC
St. Augustine, FL
St. Paul, AB
Sun Peaks Resort, BC
Sun Valley, ID
Sunshine Coast, Australia
Surrey, BC
Sydney, Australia
Tablelands, NL
Tasmania, Australia
Tay Country, Scotland
Telluride, CO
Thompson Okanagan region, BC
Tofino, BC
Toronto ON
Townsville, Australia
Ucluelet, BC
Vail, CO
Val D'isere, France
Vancouver, BC
Vernon, BC
Victoria, BC
Waterloo, ON
West Yellowstone, MT
Western Australia
Whistler, BC
Whitehorse, YT
Whitsundays, Australia
Winnipeg, MB
Yorkshire, UK
Yakima Valley, WA
Yukon, Canada
Program partners
These industry-leading DMOs have already subscribed to Tourism Sentiment Index.
Aspen Chamber Resort Association
Banff Lake Louise Tourism
Basalt Chamber of Commerce
Bermuda Tourism Authority
Brisbane Marketing
Brookhaven, GA
Bundaberg North Burnett Tourism
Cariboo Chilcotin Coast Tourism Association
Charlotte Coastal Region Tourism Association
Charlotte Regional Visitors Authority
City of Airdrie
City of Fremantle
City of Mississauga
City of Moncton
Colorado Tourism Office
Cradle Coast Authority
Destination Campbell River
Destination Cape Breton Association
Destination Cleveland
Destination Fyn
Destination Ontario
Destination Osoyoos
Destination St. John's
Destination Yellowstone
Discover Halifax
Discover Saint John
Edmonton Tourism
Elkhart County Convention & Visitor Bureau
Experience Columbia SC
Fife Council
Fredericton Tourism
Gold Coast Tourism Corporation
Hastings County
Heidiland Tourismus AG
Helsingborg Munipality
Hinchinbrook Shire Council
Indigo Shire Council
Kuranda Tourism
Mackay Tourism Ltd.
Memphis Tourism
MidCoast Council | Destination Barrington Coast
Northern BC Tourism - Tourism Prince Rupert
Northern BC Tourism - Tourism Smithers
Ontario's Highlands Tourism Organization - Haliburton Highlands
Ontario's Highlands Tourism Organization - Ottawa Valley
Ottawa Tourism
Parksville Qualicum Beach Tourism
Québec City Tourism
San Francisco Travel
San Juan Islands Visitors Bureau
Shire of Esperance
Shoalhaven City Council
Shuswap Tourism
Southern Queensland Country Tourism
Sunshine Coast Tourism (CAN)
Tahiti Tourisme
Tenterfield Shire Council
The Société Économique de l'Ontario
Thompson Okanagan Tourism Association
Tourism Abbotsford
Tourism Bay of Plenty
Tourism Calgary
Tourism Chaleur
Tourism Chilliwack
Tourism Golden
Tourism Harrison
Tourism Jasper
Tourism Kamloops
Tourism Kelowna
Tourism Medicine Hat
Tourism New Brunswick
Tourism Port Douglas Daintree
Tourism Saskatchewan
Tourism Saskatoon
Tourism Sun Peaks
Tourism Tofino
Tourism Tropical North Queensland - Cairns
Tourism Ucluelet
Tourism Vancouver
Tourism Vernon
Tourism Victoria
Tourism Western Australia
Tourism Whistler
Tourism Winnipeg
Tourisme Edmundston & Region
Tourisme Montréal
Tourisme Saguenay-Lac-Saint-Jean
Townsville Enterprise
Travel Alberta
Travel Lane County
Travel Manitoba
Travel Yukon
Tropical Coast Tourism
Visit Aiken SC
Visit Antwerpen | Antwerp
Visit Big Sky
Visit Brabant
Visit Corvallis
Visit County Durham
Visit Dallas
Visit Durango
Visit Huntington Beach | Surf City USA
Visit Lexington
Visit Logan
Visit Longmont
Visit Pensacola
Visit Scotland - Outer Hebrides
VisitAberdeenshire
Western Australia - Australia's Golden Outback
Western Australia - Australia's South West
Western Australia - Experience Perth
Western Australia- Australia's Coral Coast
Western Australia- Australia's North West
Wonderful Copenhagen