Utilizing Geolocation Data to Address Overtourism: Insights from Destination Marketing Organizations

Are you tired of overcrowded tourist destinations? Do you wish there was a way to spread visitors out more evenly and efficiently? Well, destination marketing organizations are turning to geolocation data to do just that.

In Vail, Colo., Explore Asheville is using Zartico’s geolocation data to strategically disperse visitors throughout the city and surrounding areas. By analyzing visitor movement patterns, they can deploy wayfinding signs to encourage people to explore attractions outside of the crowded downtown area. This not only enhances the visitor experience but also benefits local businesses and attractions.

Similarly, in Jasper, Alberta, Tourism Jasper is using geolocation data to analyze the correlation between weather conditions and visitation within Jasper National Park and Marmot Basin ski area. By pinpointing the ideal weather conditions that attract visitors, they can allocate marketing dollars more efficiently and enhance the overall visitor experience.

The use of geolocation data allows destination marketers to understand visitor movement patterns, anticipate trends, and create a better experience for everyone. With data from over 1.8 billion mobile devices daily, Zartico provides valuable insights that help destination managers make informed decisions.

Additionally, destination marketers are using spending data to their advantage. By analyzing visitor-spending data compiled through credit card transactions, they can identify trends and allocate resources effectively. For example, in Clear Creek County, it was discovered that a significant portion of visitor spending was at gas stations. Armed with this knowledge, marketers can focus their efforts on promoting the destination at gas stations to attract more visitors.

The use of geolocation data and spending data is revolutionizing the way destination marketing organizations operate. By leveraging data-driven insights, they can create more sustainable and enjoyable travel experiences for visitors while supporting local businesses and attractions. As the travel industry continues to evolve, geolocation data will play an increasingly important role in shaping the future of tourism.