The keynote present the PiLOT project, a Performance Measurement System (PMS) co-developed between different tourism organisations in the French region of Brittany that aims to improve the competitiveness and performance evaluation of DMOs through data indexes.

‍

‍

Improving DMOs' Competitiveness & Evaluation Through PMSs

‍

Through this case study you'll be able to understand how the collaboration between different tourism organisations can result in initiatives that allow entire regions to improve their competitiveness based on data indexes.

‍

The keynote present the PiLOT project, a Performance Measurement System (PMS) co-developed between different tourism organisations in the French region of Brittany that aims to improve the competitiveness and performance evaluation of DMOs through data indexes.

‍

‍

Main Takeaways:

• Projects like PiLOT demonstrate the advantages that arise from the collaboration between multiple sectors in tourism.
• Data indexes allow for the comparison of tourism performance across different regions and at the national level. In addition, having access to these allows to evaluate the DMO's performance via KPIs.
• It's important to be aware that data on its own is not the optimum goal, but that it provides stakeholders with the tools to build efficient strategies.

‍

‍

‍

Summary

‍

Mathieu Daubon (Project Manager of ADN Tourism), Laurent Botti (Professor in tourism management) and Pierre Bouton (Director at the Federation of Tourism Offices of Brittany) present the PilOT project in this keynote.

‍

ADN was established in 2020. It intends to bring together DMOs representing French local, regional and national territories. ADN is a network of over a thousand DMOs. They work with more than 11 thousand people, of whom 78% are women. As Mathieu discussed, ADN’s ambition is to offer an innovative and quality service and develop a partnership with governments and its operators as well as the private sector. Innovative tourism and respecting the environment and the territories are core for ADN tourism.

‍

The speakers then provided a detailed overview of the PilOT project. The speakers referred to PilOT as a collaborative project concerning the competitiveness and performance of DMOs with two specific aims:

1. Competitiveness .
2. Performance evaluation via KPI and benchmarking procedures on various scales, namely national, university departments and regional.

‍

As such, PilOT can be briefly introduced as a Performance Measurement System (PMS).

‍

The speakers then explained the theoretical background behind PilOT, which was predominantly based on competitiveness models and efficiency literature, including Ritchie & Crouch (2003), WEF TTCI (2019) and inputs-outputs models.

‍

PilOT functions through a 3-step system from data collection, data treatment to benchmarking. Internal data (financial and non-financial) and insights on overnight stays are included and then processed into a dashboard for collective analysis. PilOT offers a categorised model for tourism indexes, including:

1. Hospitality infrastructure (commercial and non-commercial beds) (max= 25 points)
2. One-day visits offer, attendance of paying send non-paying places (max= 30 points)
3. Attractions of the destination (max= 51 points)
4. Accessibility and access (max= 25 points)

‍

The indexes above together shape the touristicity index.

‍

Pierre continued with an explanation of the use indexes for the Brittany region, where the data reflects 20 DMOs. The indexes were employed to compare benchmarks for Dinan and compare it to France and the Brittany region to evaluate KPIs.

‍

To conclude, the speakers reiterated the fact that data on its own is not the goal. The strategy is the optimum goal that should be emphasised. Data provides the stakeholders with the tools to train and work towards strategic objectives.