The visitor economy is not keeping pace with other industries and is hampered by low digital literacy within organisations and stakeholders, according to a new global survey.
Conducted by Simpleview in conjunction with Karen Bolinger Consulting, the survey on the current digital landscape talked with convention bureaus, destination management organisations, as well as national, regional and state tourism organisations in over 10 countries.
Respondents said their digital technology plans included investing/allocating increased budget to digital transformation (55 per cent); using digital technology to upskill staff (54 per cent); invest in human resources (40 per cent) and placing a higher value on their digital transformation over the next two years (36 per cent).
Six out of eight respondents said data analytics and insights reporting are their top priorities with over 57 per cent stating they want these features in any software they purchase.
Ryan George, CEO at Simpleview, said respondents reported challenges to procuring and updating specialised destination marketing and convention bureau software due to stakeholders’ varying knowledge of digital requirements, the process and the level of investment required.
“We heard in the research that many C-Suite leaders needed support in educating their government stakeholders, boards and internal management on the benefits of digital transformation and the roadmap to success,” said George.
Not surprisingly, the research confirmed that organisations within the visitor economy rely heavily on their tech stack, including customer relationship management, content management systems and websites to connect with customers and their community stakeholders to gather valuable insights to grow their business.