A destination is a market with residents, competitors and a reputation, and a board plan has to read all three honestly. WorldbyFlow reads a destination as that market, sizes the segments with sourced figures, measures how residents and visitors feel with the pollster named, and places overtourism on its curve with a basis stated.
Written for Strategy and research staff at destination management organisations and tourism boards.·Runs in the Travel domain
Strategy and research at a tourism board is the writing of a plan that residents, operators and the council will all read. The scans here supply its evidence: the destination read as a market, a travel market read on a segment, a poll check on sentiment, a trajectory read on the trend everyone is worried about, and the arrival and occupancy numbers with their sources.
A destination read as a market: demand, positioning, competitors, capacity, reputation, sourced. The board plan's first chapter.
A segment read as a market, cruise or business travel or overtourism, with every figure's issuer named and the spread shown.
How residents and travelers feel, with pollster, dates, sample, method and sponsor named and the spread shown. Sentiment as it was measured.
Where a trend actually is, overtourism or remote-work travel, with attention separated from adoption and the basis stated.
Arrivals, occupancy and supply figures with each one's issuer and interpretation. The numbers page for the council.
The order matters. The first read gives you the structure; the next ones fill the parts that are hardest to source by hand.
You know it best. Check whether the read describes the market you manage, competitors and reputation included, before trusting it on a rival.
Pollster, method, sponsor, spread. The slide the council will challenge, built to a standard.
Attention separated from adoption, with the basis stated. The assumption the plan rests on, graded.
Export the reads as PDFs for the board plan, or share them as pages stakeholders can open.
Every figure and quote links to where it came from. A claim the scan could not source is marked as such rather than dressed up.
Export the reads as PDFs for the board plan, or share them as pages operators and council members can open with sources.
Ask a follow-up question of any result, or run a Red Team pass that tries to break its own conclusions before someone else does. How the grades work →
Dubrovnik: ~27 tourists per resident/yr — Europe's highest ratio
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