Coined by our Chief Strategist, William Bakker, passionography is the study of people who share an interest in a...
Research and analysis
Will your destination’s legacy travel markets evaporate?
COVID-19-related regulations are probably causing your destination's travel markets to change. But are your newest...
What can your destination do about tourism leakage?
Reduce tourism leakage with long-term strategic goals and new success metrics. When tourism revenue is funnelled...
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...
Learn the hierarchy of your visitors’ needs and build empathy through research
The design thinking process helps destinations better understand its visitors and their travel needs. It’s all about...
Medellín’s tourism challenge: Defining and promoting a unique, positive personality
The Colombian city of Medellín has undergone a remarkable transformation and is now a world-class example of urban...
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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.
