Tourism data provides comprehensive information about the travel and tourism industry, international tourism, and domestic tourism. It includes transaction-level information such as tourism expenditure on flights, car rentals, mode of transport, hotel stays, restaurant visits, and visits to attractions. It also include data on inbound tourism as well as outbound tourism.
The largest provider for this data is the United Nations World Tourism Organization (UNWTO), which focuses on sustainable development and accessible tourism. The UNWTO provides global tourism data for several prior decades, tracking the tourism sector including international tourist arrivals, departures, and total spending.
Several other public and private service providers also collect tourist data covering public and private transport companies. The hospitality industry depends on tourism, and hotels, restaurants, QSR, facility providers, and tourist attraction management companies contribute to this data.
Financial institutions, insurers, and banks also track spending on travel and tourism, including its share of total exports.
The typical attributes of tourism data include:
Tourism data tends to come in large volumes, and some data sources may not provide updated or accurate data. While you need diverse sources to contribute to the database, data consistency can become an issue. Relying on official sources such as UNWTO, regional or national ministries, and border control can ensure validity and accuracy of data.
You need to test the source credibility and data quality to guarantee that your analysis delivers trusted insights.
To test the quality of the data:
All types of industries use this data when planning for business travel or hotel booking.
Tourism companies use it for planning and pricing. They use insights from the data to anticipate demand and launch advertising campaigns for specific locations. Along with different types of demographic data, they use tourism information to target different population segments. Travel intent helps forecast future travel volume and expenditure. Trends in the tourism and hospitality industry enable hotels, travel companies, or flight operators to anticipate and address tourist needs.
Government institutions use this information for funding, tourism development initiatives, infrastructure planning, and worker benefits decisions. Even if you are not in the tourism industry, you can leverage tourism data to assess how your business can benefit from the industry trends.
Tourism data needs to reflect the most current information as it drives the marketing and pricing strategy. This data is also useful in competitive analysis. Its completeness and accuracy is critical. The major challenges associated with purchasing the data are outlined below.
Some similar data types are intent data, travel booking data, hotel pricing data, tourism transaction data, and other related demographic data categories.
You can find a variety of examples demographic and consumer data in the Explorium Data Gallery.
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Tourism analytics provides actionable insights used in travel intelligence, competitor analysis, price monitoring and optimization, as well as other related use cases in the travel and tourism industry.
Other industries may use tourism data for their travel requirements.
You can also leverage tourism data to enrich other types of consumer demographic data for relevant use cases in your industry.
Travel, tourism, and hospitality industries use this type of data regularly. Related industries such as apparel, retail, automotive, telecom, entertainment may also use this data to benefit from the insights and trends. Financial institutions, insurance providers, and banks also use this data to design specific products targeted at travelers and tourists.
All other industries such as manufacturing, hi-tech, or CPG use tourism data while planning business travel.
The tourism data vendors provide large volumes of data collected across several sources. You can judge the vendor quality based on their ability to deliver consistent, timely, and accurate data at scale. Interacting with vendor reps and getting demos can help you assess their capability to match your requirements.
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