A how-to guide to understand how sentiment analysis is useful for attracting more international visitors. Tracking and improving traveller sentiment, the level of satisfaction expressed in reviews, surveys and online content, is critical for DMOs and tourism destinations. By analysing the sentiment recorded about both individual businesses (hotels, restaurants, attractions, etc.) and the destination overall, marketers can create tailored, effective campaigns that get travellers to click the ‘book now’ button.

1. What is Sentiment Analysis?
2. How is sentiment analysis useful for tourist destinations?
3. Use Case: Rotterdam Sentiment Analysis
4. Data in action: How to take advantage of data-driven insights to improve the traveler experience and destination marketing
5. How to track and monitor the overall sentiment of a destination