DMOs can use the data to allocate marketing spend and optimise their online presence. Photo Credit: Adobe Stock/Loki Studio (generated with AI)
Destinations International has launched an ‘impact calculator’ in partnership with Tourism Economics, analysing the economic impact of destination marketing organisation (DMO) websites on local economies.
Destinations International, which represents destination organisations and convention and visitor’ bureaus, developed the ‘Website Impact Calculator’ in partnership with research and analysis firm Tourism Economics. By analysing and evaluating the influence of DMOs’ online presences, it aims to provide data to optimise digital marketing strategies and improve visitor engagement. By calculating the conversion of website visitors into actual travellers, the tool delivers key insights into how digital traffic contributes to local spending, job creation, and tax revenue generation in destinations.
The ‘Website Impact Calculator’ utilises proprietary data from Tourism Economics to provide insights that DMOs can use to measure the benefits of their owned media as well as optimise website content and the methods used to generate traffic. DMOs can use this website traffic data to justify marketing budgets, attract new investments and optimise the impact of their online presence.
The tool quantifies website-driven visits and calculates influenced visitor spending, including lodging, dining, retail, transportation, and entertainment, based on localised economic impact modelling. It also measures job creation and tax revenue associated with DMO websites.
Don Welsh, president & CEO of Destinations International said: “Destination organisations are increasingly relying on digital platforms to promote their destination and attract visitors, but until now there has been limited understanding of how website traffic translates into tangible economic benefit. The Website Impact Calculator empowers destination organisations by providing the data they need to optimise marketing and promotion efforts, demonstrate value, and foster stronger relationships with local stakeholders.”
The calculator leverages Tourism Economics’ Symphony Intelligence Platform, an interactive hub for data sources.