Destinations urged to use data to plan tourism more efficiently

Takeaways from The Data Appeal Company’s webinar series shared

Destinations can use data to plan tourism in a way that improves visitor experience, community alignment, and sustainability, according to The Data Appeal Company.

The data solutions company has developed a set of practical takeaways for destinations off the back of a recent series of webinars it held with destination partners.

South Africa, Seville and Helsinki are all using insights from real-time data to shift to proactive, rather than reactive, tourism planning.

For South African Tourism, this included developing a data-led system that integrates more than 100,000 tourism-related locations nationwide.

Sentiment analysis, visitor flows, reviews, and event forecasting were combined in one platform, so the team could identify underserved areas, address overtourism hotspots, and enhance the visitor experience.

The tourist board used event intelligence to support its MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism, helping to budget, promote the destination and plan infrastructure at a national scale.

A representative from South Africa told a webinar: “With the help of events’ data, we can forecast attendance and potential impact before an event takes place, which helps us better prepare and justify investments.”

“Tourism faces significant economic, climate, and social challenges, but it also holds a unique power to be part of the solution,” Destination Think chief executive Rodney Payne said during the webinar. “With access to real-time data, DMOs [destination marketing organisations] can provide the pathway to a sustainable future.”

In Seville, a real-time dashboard helped decision-makers respond faster to challenges—especially those related to climate. During periods of extreme heat, tourism managers detected a drop in visitor sentiment, which triggered swift action: improved communication, alternative shaded routes, and collaboration with local businesses to maintain service levels and comfort.

Cultural event performance, business reviews, and visitor mobility data are all monitored in a single platform, informing decisions across departments - from marketing to urban planning.

“The tool gives us a shared language,” said a Seville tourism official during a webinar. “We’re no longer working in silos, and that has transformed how we respond to issues and plan our 2025 strategy.”

The Spanish city’s integrated strategy now prioritises both resident and visitor wellbeing by developing a shade map and gathering data to guide planning decisions. Sensors have been installed in public buildings to monitor water and electricity usage, temperature, and visitor density - particularly during large-scale events.

Helsinki has been using data to listen to residents about tourism, as well as travellers.

By tracking destination sentiment in real time, the city tailors its messaging and offerings to match what both locals and visitors value most.

The focus is not on growing volume, but on attracting visitors who respect and align with Helsinki’s character and pace of life.

“We’ve moved away from assumptions. Now, our strategies are based on what the data tells us - and it tells us when something works or when something needs to change,” said one of Helsinki’s tourism representatives.

Helsinki’s tourism data is regularly shared with local businesses, cultural institutions, and policymakers, encouraging a collaborative approach to sustainable tourism development.

The Data Appeal Company has come up with its five top takeaways for destination leaders off the back of its webinar series.

First, destinations are urged to unify their data sources to reduce blind spots and enable different departments to work with the same evidence.

Destinations are encouraged to listen to sentiment analysis in real time, to help identify friction points such as overcrowding or service issues early.

Tracking the quality of visitors and their economic impact, rather than just arrival numbers, will help destinations, shift from volume to value, the firm advises.

It also says transparency builds trust, so sharing data helps municipalities, operators, and residents to act with purpose.

Finally, destinations are urged to design their tourism offering with their community in mind, for example by using data to support long-term wellbeing for residents.

The Data Appeal Company stresses that data does not replace human decisions, but ‘sharpens them’.

Founder and chief executive Mirko Lalli said: “Whether managing tourism across a country or a single neighbourhood, data is not about control, it’s about clarity.

“Real-time insights allow destinations to act faster, collaborate better, and grow more sustainably.”