Course curriculum

  • 1
    Welcome to the course
    • Introducing... Performance & Measurement
    • Performance & Measurement - Sprint
  • 2
    Measuring Performance
    • Measuring the performance of destinations
    • Wonderful Copenhagen - 2020 Strategy
    • Destination Canada on setting KPIs
    • Utilising performance data into strategies
    • Singapore Tourism - measuring performance with data
    • Campaigns versus 365 marketing
    • Geneva Tourism - Global Inbound Marketing
    • San Diego Tourism
    • Measuring tourist satisfaction
    • Banff and Lake Louise - Using Pixelling data to improve visitor experience
    • Social Media Performance Audit
  • 3
    Setting and achieving goals
    • Setting goals for DMOs
    • Goal 1: Market increase
    • Brand USA - the importance of KPIs
    • Goal 2: Destination image and awareness
    • Visit California - measuring search results
    • Goal 3: Expenditure increase
    • Dubai Tourism - Adapting to the Chinese market
    • Goal 4: Sustainable development
    • Visit Finland and Visit Helsinki's Commitment to the Reduction of Emissions
    • Goal 5: Vertical segment engagement
    • Visit Jersey & Visit Scotland
    • Setting Goals, Strategies & KPIs
  • 4
    Reporting on performance
    • Annual reporting
    • Geneva Tourism - Data and business intelligence
    • Additional Resources
    • Website Review & Benchmarking