Speaking at the UNWTO World Conference on Smart Destinations in Oviedo, Spain; Tourism Information Portal Portugal board member, NOS, Joao Ricardo Moreira said such practice is vital to ensuring best practice.
He added: “You cannot manage what you cannot measure. It is time for people to realise that if you don’t absorb the information you are just managing based on your gut feeling.”
San Miguel de Allende director of economic development and tourism promotion Zonia Torres admitted as a destination they were getting more engaged with data and data analysis.
“We’re starting to look at the big picture and more global solutions.”
However, PingPong chief executive Alma Pineda warned that every destination will need different kinds of data, adding: “Tourist data can be done in lots of different ways.
“We’re customising technology to others’ needs.”
According to the UNTWO World Conference on Smart Destnations, members of the travel industry are still failing to collect data and use it correctly.