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Data Toolbox White Paper Series

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Destination leaders have access to more data and research products than ever before. These tools give them a growing array of options to make decisions and inform their destination marketing and management strategies. Yet, as the tools available continue to evolve, it can be challenging to know which ones best inform each decision. At the same time, the decisions that destination leaders must make are changing, requiring them to be innovative in how they use the data they have access to. As the data landscape becomes increasingly complex, it is vital for destination leaders to have a future-ready destination data toolbox – a set of data tools that they can feel confident in reaching for when they need to make decisions to guide their destination strategy.

Developed through the Travel and Tourism Research Association’s ( Think Tank Initiative the DMO Data Toolbox White Paper Series was created to provide destination leaders with a guide for thinking about which data tools they should use to inform their destination decisions.

The six white papers in this series include:
 Why DMOs Need a Data Toolbox to Make Evidence-Based Decisions

Dr. Whitney Knollenberg established partnerships with the following leaders in the travel data field to learn more about the data available to destination decision makers:

  • Datafy
  • Longwoods International
  • Tourism Economics
  • Downs & St. Germain Research
  • Adara
  • Key Data
  • STR
  • Future Partners

An editorial board of destination leaders provided valuable insight to ensure these white papers met the needs of those who make destination decisions. Many thanks to them for their time!

  • Michael Rudowski, President of TTRA International, VP of Research & Insights at Visit Dallas
  • Stephanie Pace Brown, President at Visit Winston-Salem
  • Julie Gilbert, President & CEO at Destination Door County
  • Cody Gray, President & CEO at Louisiana’s Cajun Bayou Tourism
  • Lauren Phillips, Former Director of Research at Visit Fort Worth
  • Nathan Kelley, Director of Research at San Diego Tourism Authority
  • Ashley Barfield, Director of Tourism Research at Georgia Departments of
    Economic Development, Tourism Division
  • Conrad Braganza, Senior Research Manager at Sonoma County Tourism
  • Lisa France, Director of Market Research at Meet Minneapolis
  • Gretchen Nussbaum, Senior Research Analyst, Explore Minnesota
  • Hailey Post, Destination Data Manager, Greater Raleigh Convention and Visitors Bureau
  • Neha Shah, Director at Pittsboro-Siler City Convention & Visitors Bureau