South African Tourism is charting its way through the impacts of the pandemic, using Tourism Sentiment Index to...
Research and analysis
Travel leaders behind 100 Travel Innovations aim to inspire an industry
Learning from resident sentiment studies at OSU’s Sustainable Tourism Lab
Introducing 2023’s Leading Places: The 100 Most Loved Destinations Around the World
6 ways destinations are harnessing the power of visitor sentiment data
Jun 16, 2022 | Brand and identity, Destination marketing strategy, Research and analysis, Strategic planning, Visitor experience
The success of your destination hinges on the way people feel about travelling there. Visitor sentiment directly...
Why do destination marketers need passionography?
Feb 9, 2021 | Destination marketing strategy, Research and analysis
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
Feb 21, 2019
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
Nov 29, 2018
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
Nov 2, 2018
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
Jun 1, 2018
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
Apr 26, 2017
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
Mar 15, 2017
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
Mar 10, 2017
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
Dec 23, 2016
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
Nov 25, 2016
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.