Destinations International, the international association representing destination organisations and convention bureaus, has launched a new tool to measure the economic impact of destination marketing organisations’ websites on local economies. It produced the Website Impact Calculator in partnership with Tourism Economics.
The tool is designed to provide data to optimise digital marketing strategies and improve visitor engagement. The Website Impact Calculator helps DMOs assess the impact of online presence by tracking how website visitors convert into travellers.
It provides insights into how digital traffic drives local spending, job creation, and tax revenue. “Destination organisations are increasingly relying on digital platforms to promote their destination and attract visitors, but until now there has been limited understanding of how website traffic translates into tangible economic benefit,” said Don Welsh, president & CEO of Destinations International.
“The Website Impact Calculator empowers destination organisations by providing the data they need to optimise marketing and promotion efforts, demonstrate value, and foster stronger relationships with local stakeholders”, he added.
The tool quantifies website-driven visits and calculates influenced visitor spending – including lodging, dining, retail, transportation, and entertainment. It also measures job creation and tax revenue associated with DMO websites.
Adam Sacks, president of Tourism Economics said: “Today’s travellers are more likely than ever before to research destinations online before visiting. The Website Impact Calculator enables destination organisations to better understand how their websites attract visitors and drive local economic growth.”
