As tempting as it may be, a constant increase in tourist traffic shouldn’t be your primary goal.

Instead, establish SMART objectives (Specific, Measurable, Achievable, Relevant, Time-bound) to measure your marketing goals and results.

This approach allows you to focus on enhancing your destination’s allure for a specific demographic segment, such as honeymooning couples or families.

Similarly, you can choose to target tourists from particular markets within defined travel timeframes, such as the upcoming 12 months.

Another approach could involve refining the destination’s reputation based on its specific features, such as sustainability or honeymoon travel, or positioning it as an ideal spot for specific sports enthusiasts like golfers.

2. Which KPIs should be tracked to evaluate the accomplishment of my objectives?

It’s hard to measure the efficacy of your destination marketing if you’re not benchmarking your results.

This is where Key Performance Indicators (KPIs) come in.

Each KPI aligns with a specific objective, enabling you to gauge the success of your goals by measuring against these KPIs.

It’s also an effective way to share your performance with the stakeholders and shareholders of the destination.

1. Objectives and KPI
2. Target Audience Analysis
3. Supply Analysis
4. Tracking Results