A recent survey into the current digital landscape found that the visitor economy is not keeping pace with other industries and is fuelled by low digital literacy within organisations and stakeholders.
The survey, conducted by Simpleview, in conjunction with Karen Bolinger Consulting, looked at in-depth discussions, surveys and research, and these were conducted to determine what leaders need technology to do now, and the gaps where technology can support new opportunities.
This research included consultations with C-suite technology decision-makers such as CEOs, CIOs, IT and marketing directors within convention bureaus, destination management organisations, plus national, regional and state tourism organisations in more than 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 36 per cent said they are placing a higher value on their digital transformation over the next two years.
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.
Simpleview CEO Ryan George 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,” says Ryan.
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.
Simpleview is a global technology company for destination marketing organisations, tourism organisations and convention bureau’s. They conducted global research on what companies in this space need to digitally transform to face the challenges of the post-pandemic world.
