Skift Take
Proving the economic value of tourism marketing is critical to attracting more funding, which yield even better results. All organizations should have, or be working on, a measurement model.
Editor’s Note: Skift is publishing a series of interviews with CEOs of destination marketing organizations where we discuss the future of their organizations and the evolving strategies for attracting visitors. Read all the interviews as they come out here.
This continues our series of CEO interviews that began with online travel CEOs in Future of Travel Booking (now an e-book), and continued with hotel CEOs in the Future of the Guest Experience series (which is also an e-book).
Although funding remains a constant challenge for destination marketing organizations, several leaders in the industry are learning that the key to a bigger budgets lies is measurement. These executives are using analytics to try and quantify the returns of the marketing campaigns, Instagrammer trips, and TV ads.
As part of our ongoing interview series, we asked the leaders of destination marketing
