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."