Today, the numbers are being compared to those of the record year 2019, and the goal is to surpass those results thanks to a better understanding of the new plans, interests and desires of visitors. Mastercard’s Tourism Insights platform analyzes the entire consumer journey, before, during and after travel, and provides detailed data and insights to destination management organizations.
Tourism Insights combines data obtained from search engines, social networks and transactions and enables a clear profiling of visitors, their wishes and needs, and based on that, targeting of the offer. In this way, it helps organizations plan their tourism recovery programs, from launching international marketing campaigns to awarding subsidies to citizens to encourage local spending in the tourism sector. Also, it can help them manage the lull in the off-season, or overcrowding in the season.
“Mastercard has been cooperating with partners at the national and local level for many years with the aim of realizing the full potential of tourist destinations. We help them to understand even better the profitable segments of visitors, the main emitting markets, trends and thus get a platform for winning market share”, pointed out Gea Kariž, Marketing Director at Mastercard in Croatia.
“Here, the key role of data is in the formation of the destination’s strategy with the aim of extending the tourist season”, explains Kariž.
Šibenik-Knin County has shown innovation and recognized this opportunity to stand alongside the world’s biggest players, such as London, Paris, Madrid and New York, who are already using this tool.
“Tourism is one of the most important economic branches of Šibenik-Knin County, and our goal is to constantly improve it and offer our guests exactly what they are looking for, for mutual benefit and satisfaction. I am sure that by using this great tool, we will make a big step in that direction and in the future will be able to create tourist products adapted to modern travelers and their requirements”, said the prefect of the Šibenik-Knin County, Marko Jelić.
The Tourism Insights report provided by Mastercard to Šibenik-Knin County includes data that makes it easier to understand the profile of tourists coming to that region, but also to Croatia in general. It contains an analysis of consumption in Croatia and selected cities according to the origin of tourists and key product categories, as well as an analysis of sentiment through social networks according to places, local tourist products and events.
Using data insights to manage tourism destinations and marketing campaigns makes this partnership an important step in presenting the tourism offer and encouraging cross-border travel in the new age.