Transforming visitor flow management for Destination Management Organizations (DMO’s)

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We are proud to present the Visitor Data Monitor (VDM) as a pioneering data tool that has transformed the way destination management organizations (DMOs) understand and manage visitor flows. Developed by Toerisme Veluwe Arnhem Nijmegen, VDM provides a comprehensive solution for monitoring visitor activity in various regions, including cities, attractions, and nature areas.

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Data-Driven Insights Reshape Marketing and Communication Strategies

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Since its launch two years ago, VDM has delivered critical insights that have reshaped marketing and communication strategies across the region. The data revealed a surprising trend: approximately 80% of recreational visitors are actually local residents. This insight has led to a significant shift in strategy, with campaigns now targeting local audiences to inspire them to explore less crowded areas and alleviate the pressure on popular hotspots. By addressing local residents as the primary audience, VDM enables targeted communication through regional media, educating the public about their role in managing visitor density—a responsibility previously attributed mainly to external tourists.

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Adoption Across the Netherlands

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The success of the Visitor Data Monitor has led to its adoption by multiple DMOs across the Netherlands, who use the tool under license to enhance their own visitor management strategies. By leveraging VDM’s insights, these organizations are better equipped to optimize visitor experiences and sustainably manage tourism impacts in their respective regions.

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Raising Awareness Through Media Coverage

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VDM's extensive media coverage has played a crucial role in raising awareness among residents about their own impact on visitor density. The 105 media appearances since January 2023, reaching over 121 million people and generating a media value of €819,102.25, have helped to shift the narrative, making residents more conscious of their choices. The increased awareness empowers them to make informed decisions about whether to seek out or avoid crowded areas, contributing to better management of regional tourism flows.

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Strategy

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The extent to which innovation was central to achieving short-term goals:

Internally it is being used to gain detailed visitor insights that help us bring even more to our marketing campaigns. Externally the users apply the insights multiple ways. From policy change to practical application of closing roads because of expected visitor crowds.

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The extent to which innovation was central to achieving long-term goals:

One of the bigger insights we gained was the importance of local citizens on the impact of tourism in the region. We made structural changes to our communication and our marketing campaigns to incorporate these insights.

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Creativity

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The extent to which new tools and techniques were experimented with:

This is a tool completely build from scratch. We spend a year testing all the widgets and finetuning the user experience. The data source was also new to the Dutch tourism industry when it comes to the application it is being used for now.

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The extent to which creative approaches were used to maximize existing resources:

A lot of time was spend on researching the available data and how to best apply the data to valuable insights that policy makers, companies and our own organization can use in everyday business. We had to be creative in the application of the data within the limits of it still being factual and correct.

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Execution

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The extent to which the innovation process was measured and monitored:

We had a testing panel of internal and external stakeholders that where involved in the creation of this tool. Monitoring now is being done by looking at the number continues of users we have year on year.

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The extent to which internal and external stakeholders were consulted and involved in the process:

We took stock of stakeholder needs and wishes at the start of this process. This is something we do yearly. On top of that we had ten external stakeholders that where heavily involved in the testing phase. After launch all then also joined the tool as a paid user.

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The expected impact of the project on your organization or the wider industry:

Because we have quite number of local municipalities and natural park organizations using this tool the impact has a large potential. It influences policy making and therefore has an impact on both inhabitants and visitors. Nature park management organizations tend to use the tool for visitor management in relation to visitor flows. Using the insight for dispersion tactics to spread visitors in time and place to relieve pressure and nature.

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A New standard in Sustainable Destination Management

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This award would recognize Visitor Data Monitor not only as an innovative technological solution but also as a game-changing tool in sustainable destination management. By empowering data-driven decision-making, VDM sets a new standard for how regions can balance tourism growth with quality of life for residents.

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