South African Tourism is charting its way through the impacts of the pandemic, using Tourism Sentiment Index to...
Research and analysis
6 ways destinations are harnessing the power of visitor sentiment data
The success of your destination hinges on the way people feel about travelling there. Visitor sentiment directly...
Why do destination marketers need passionography?
Coined by our Chief Strategist, William Bakker, passionography is the study of people who share an interest in a...
Tourism Sentiment Index gives destinations an unbiased look in the mirror: Tourism Port Douglas & Daintree
Your tourism destination’s success depends greatly on perceptions. The way people think and what they say about their...
625,000,000 conversations across 100 destinations: Get the first (free) Global Tourism Sentiment Index report
Your destination’s reputation rises and falls based on the experiences people have and the stories they tell. But how...
10 million conversations: This city uses sentiment analysis to hear how its people really feel
As more travellers visit Calgary, Canada, its destination marketing organization (DMO) uses advanced new research to...
Finally, sentiment analysis lets DMOs measure word of mouth on an undreamed-of scale
A destination’s brand is made of two things: the experiences a place offers and the stories people tell about them....
Metrics mean relevance: Behold Door County’s data holy grail
Imagine being able to see exactly where your visitors come from, where they stay, and how much money they spend. Your...
How do your residents feel about tourism? Visit Flanders studies local perceptions of carrying capacity
Visit Flanders is taking resident opinions about tourism seriously. The Belgian destination management organization...
Beware bad KPIs: Your DMO may not be reaching its full potential
It’s time to get specific about success. Destination marketing organizations (DMOs) need to focus all of their efforts...
Meet your visitors’ needs and avoid marketing myopia
In 1960, Theodore Levitt coined the term “marketing myopia” in Harvard Business Review as a cautionary description of...
Visitor empathy makes great experiences and good marketing: Strategic workshop with Limburg, The Netherlands
When you need information, go straight to the source. That’s why some of the most important research your destination...
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We work with the most innovative tourism boards in the world to create a vision for each of their destinations, solve business challenges and execute brilliant, integrated campaigns. The expertise we apply to that work is shared in the articles published here and in our DMO Matters newsletter.
