From new tourism to data-driven destinations

Let’s start this new blog with the good news: all the signs are positive, and data confirm that the world of tourism is truly emerging from the swamp of the pandemic. However, uncertainty still reigns: when will travelers from certain markets return? How has the offer of the destination changed? What will be the priorities of post-pandemic tourists? Is there a need to rethink communication? How have the economic dynamics changed?

The need for countries, cities, and tourist destinations to collect and analyze the data that flows relentlessly at them and exploit its full potential has never been more urgent.

Starting from the World Economic Forum initiative to enhance city leadership in using artificial intelligence and new technologies, cities are called upon to improve services and liveability for their citizens and consequently for visiting tourists.

Big data is not just for technology companies and industry experts: new technologies have made them accessible and usable also for destinations, which can now exploit them in three strategic areas: Analysis (Data-Driven), MarTech (Marketing Technologies), and Reporting (ROI).

Finally, we can leave behind conventional methods such as opinion polls to collect data on small samples, which are not always properly selected.

Local administrators and tourism businesses can now filter online conversations, geolocated data, reputation, and data collected from other dynamic and predefined touchpoints, thus optimizing their strategic decision-making process.

Tourist destinations of any size can thus invest in targeted and knowledgeable projects. They can activate marketing campaigns by monitoring and refining them in real-time, intercepting the right visitor in the right way and at the right time.

Data-driven destinations: tools and contents for DMOs

In light of these reflections, we have decided to open this blog to provide information, updates, and tools that allow DMOs and tourism organizations to transform their localities into data-driven destinations.

Post after post, we’ll be writing about destination marketing, tourism data, and new tools. We’ll be dealing directly with the best international destinations that already exploit data to improve their strategies and attract your ideal targets.

Silvia Moggia

Italo-argentina cresciuta alle Cinque Terre, laureata in Conservazione dei Beni Culturali e specializzata in Francia in Mediazione Culturale e Gestione dello Spettacolo, dopo un anno presso l’agenzia internazionale IMG, ha iniziato a lavorare alla direzione della programmazione e artistica dell’Opéra di Parigi nel 1998 per poi essere nominata direttrice di produzione e programmazione al Palau de les Arts Reina Sofia di Valencia nel 2005. Dal 2011 è tornata in Italia per motivi familiari riconvertendosi nel settore turistico e ha da poco ultimato il master in Hospitality 360 presso la Cornell University, dopo il corso in Tourism Management presso la stessa università. Gestisce il boutique hotel di famiglia a Levanto, si occupa di promozione e sviluppo per altre strutture ricettive e destinazioni, è social media manager per The Data Appeal Company e per Vertical Media è incaricata delle strategie di marketing e comunicazione di Destination Florence. Nel tempo libero viaggia ed è web writer nel settore travel e scrive un proprio blog di viaggi indipendenti in solitaria.

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