What is your Tourism Sentiment ScoreTM?

Tourism Sentiment Score (TM)

Presented by:

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.

Get your TSI today to reveal your destination's Tourism Sentiment ScoreTM ranking.

Comprehensively measure real sentiments

Our approach

Our difference

The Tourism Sentiment Index is the only one of its kind in the world for two reasons:

  1. It is purpose built for destination marketing.
  2. 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.

Learn how the world feels about your destination.

Thank you for your interest in learning more about the Tourism Sentiment Index.
To talk to our team at Destination Think! and access our live launch announcement video, please submit this form.

Fields marked with a * are required.

  • We understand the power of word of mouth, but now we have the tool to measure it.
    Monica Dickinson, Tourism Kamloops
  • It feels as if you have reached a 'holy grail' in tourism measurement of actions.
    Ashley Harvey, Go Central Japan


Does the Tourism Sentiment Index analyze conversations from everywhere in the world?
Yes. We find and analyze conversations from around the world that use any of the 16 supported languages: English, Japanese, Spanish, Italian, Arabic, Portuguese, French, German, Russian, Turkish, Dutch, Korean, Malay, Indonesian, Swedish and six different dialects/languages spoken in China, including Mandarin and Cantonese.
How do you determine if a conversation has positive or negative sentiment?
Over the past few years, we have combined our deep experience in destination marketing with hundreds of thousands of conversations to develop a method for finding and categorizing content into three categories: promoter, passive and detractor. Understanding the roles of communication patterns, like frequency and distribution, we classify content and analyze it with a view calibrated specifically to tourism-based conversations.
Can your analysis deal with nuances, for example, sarcasm?
Our methodology can detect and calculate nuances, including sarcasm. Because communication is ever evolving in the way sarcasm and slang are expressed, we continuously update our systems to adapt to changes in the way people share their destination experiences. In addition, our analysts review conversations from each tourism asset across the destination to ensure the highest level of accuracy we can provide.
How do the individual tourism asset scores affect the overall Tourism Sentiment ScoreTM result?
Each of the 50 tourism asset scores is weighted, based on size of conversation and sentiment, and added together for the overall Tourism Sentiment ScoreTM result.
What happens to my Tourism Sentiment ScoreTM if some tourism categories or assets are not available in my destination?
Assets that are not part of your destination’s offering are removed from the analysis, so the score is not affected by any zero result.
Does Tourism Sentiment ScoreTM ranking replace Net Promoter ScoreTM?
In many ways, the Tourism Sentiment Index with your Tourism Sentiment ScoreTM ranking is a better option than NPS. For example, while NPS provides indicators for potential issues and wins in customer service, the Tourism Sentiment Index provides a comprehensive, turnkey solution that is tailor made to help destination marketers measure word of mouth. While NPS relies on answers received from a set of consumers who are asked for their opinions, the Tourism Sentiment ScoreTM ranking reflects thousands of unprompted, unbiased conversations from consumers around the world. While NPS uses questions that tend to focus consumers on customer service delivery, the Tourism Sentiment ScoreTM ranking provides a comprehensive look at sentiment with conversations about customer service being one of many aspects of the destination experience being analyzed.
Do I need to give you keywords to configure a Tourism Sentiment Index for my destination?
After ordering the Tourism Sentiment Index, you complete a form that provides our analysts with the details to build your report. The form does not require you to provide specific keywords. Our analysts use the information from your form to create a custom algorithm that collects as much relevant content as possible about your destination. We developed and fine tuned this process over the past four years to ensure we can provide the most comprehensive, accurate and consistent results possible for all destinations included in our reports.
Can I change the tourism categories or tourism assets included in the Tourism Sentiment Index?
The Tourism Sentiment Index is standardized and offers a holistic view of a destination across 50 tourism assets. Our team established this framework in conjunction with destinations from around the world to ensure we are tracking the tourism assets and metrics most important to destinations of all shapes and sizes. This framework provides each client with a view of the entire destination that can be benchmarked and tracked over time.
Will I have access to historical data about sentiment from the first Tourism Sentiment Index, or does that build over the years?
Every Tourism Sentiment Index reports on a calendar year worth of data. To provide further context, we include three-year trends for all tourism categories, showing growth, either positive (+) or negative (-), based on the past three years of data. This information gives you a longer view of your destination’s appeal and the trajectory of its performance.
Can I change the time period covered by the Tourism Sentiment Index?
The time period for each Tourism Sentiment Index is the calendar year. Calendar year data provides us with a holistic view of a destination's tourism offering throughout all seasons and creates one standardized benchmark to track year over year. Currently, the option to change this time period is not available.
Can I see the actual social media posts and online content used to produce my Tourism Sentiment Index?
The focus of the Tourism Sentiment Index is to understand the size, scale and quality of conversations being driven by your destination’s tourism experience. We focus on the whole to calculate findings and mark trends, rather than individual posts. We provide sample posts within your report to demonstrate the three conversation types: promoter, passive and detractor.
Is the Tourism Sentiment Index skewed by the demographics who use social media?
Each report analyzes from hundreds of thousands to millions of conversations from around the world.
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.
Does the Tourism Sentiment Index pose any privacy law concerns?
Tourism Sentiment Index relies exclusively on publicly available content that has been published online by consumers. The data analyzed for each destination includes words and images that consumers have created and shared with the world. Tourism Sentiment Index does not need, nor does our team collect, private information or content. The only personal information our team handles are the names and nicknames that consumers choose to publicly use to identify themselves with their content. All data that our team manages is stored and processed in secure systems. The data we collect is not shared or sold with third parties beyond the purpose of generating and selling Tourism Sentiment Index.

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.

Destinations analyzed

We are systematically measuring the online word of mouth for destinations around the world. These are the destinations we have analyzed so far.

Abbotsford, BC
Aberdeenshire, UK
Alberta, Canada
Asheville, NC
Aspen, CO
Atlanta, GA
Austin, TX
Bali, Indonesia
Bar Harbour, Maine
Barrie, ON
Bay of Plenty, New Zealand
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
Hervey Bay, Australia
Hinchinbrook, Australia
Houston, BC
Huntington Beach, CA
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
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 County, ON
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.

Alamosa Convention & Visitors Bureau
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
Lake Wanaka 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 Toronto
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
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