Measuring Success: Beyond Vanity Metrics

Traditional KPIs

Tourism marketing tracks standard metrics: - Arrival numbers - Overnight stays - Average spend - Market share - Occupancy rates

Modern Analytics

Digital enables sophisticated measurement: - Attribution modeling - Customer journey mapping - Sentiment analysis - Predictive analytics - Real-time optimization

ROI Challenges

Proving marketing impact remains difficult: - Long decision cycles - Multiple touchpoint influence - Offline/online integration - Brand value quantification

CMO frustration: "The board wants direct ROI on every euro spent. But how do you measure a child seeing Eiffel Tower photos and visiting 20 years later? Marketing plants seeds, not just harvests."