From Data to Action - Mastering Measurement in Destination Management

You probably know or have lived this scenario - you need to develop a Destination Management Plan or a Visitor Strategy and you need data to understand what's been happening or to know where your destination has come from. If you work in destination management, data is the one area that we all know we need to do better and be better at collecting, tracking, analysing it and reporting on it. When we don’t measure, reflect and act, it’s difficult to tell a comprehensive story to inform stakeholders and build true advocacy and partnerships with them.