Destinations International Partners with Tourism Economics to Launch Website Impact Calculator

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Destinations International Partners with Tourism Economics to Launch Website Impact Calculator

1/13/2025
Washington, D.C. — Destinations International (DI), the world’s leading and most respected association representing destination organizations and convention and visitors bureaus (CVBs), announces the launch of the Website Impact Calculator in partnership with Tourism Economics. This groundbreaking new tool measures the economic impact of destination marketing organization (DMO) websites on local economies, providing valuable data to optimize digital marketing strategies and improve visitor engagement.

A Powerful New Tool for Destination Marketers

The Website Impact Calculator (WIC) is a robust, user-friendly platform designed to enable DMOs to analyze and evaluate the influence of their online presence. By calculating the conversion of website visitors into actual travelers, the tool delivers key insights into how digital traffic contributes to local spending, job creation, and tax revenue generation in destinations.

“Destination organizations are increasingly relying on digital platforms to promote their destination and attract visitors, but until now there has been limited understanding of how website traffic translates into tangible economic benefit,” said Don Welsh, President & CEO of Destinations International. “The Website Impact Calculator empowers destination organizations by providing the data they need to optimize marketing and promotion efforts, demonstrate value, and foster stronger relationships with local stakeholders.”

Transforming Data from a Destination Organization's Website into Actionable Insights

The Website Impact Calculator utilizes proprietary data from Tourism Economics to provide insights that DMOs can use to measure the benefits of their owned media as well as optimize website content and the methods used to generate traffic. The tool quantifies website-driven visits and calculates influenced visitor spending—including lodging, dining, retail, transportation, and entertainment—based on localized economic impact modelling. It also measures job creation and tax revenue associated with DMO websites.

“Today’s travelers are more likely than ever before to research destinations online before visiting. The Website Impact Calculator enables destination organizations to better understand how their websites attract visitors and drive local economic growth,” said Adam Sacks, President of Tourism Economics. “The WIC provides an essential connection between owned marketing investments and tangible outcomes.”

Driving Tourism Growth through Data-Driven Decisions

With the launch of the Website Impact Calculator, Destinations International and Tourism Economics set a new standard for data-driven decision-making in the tourism industry. Destination organizations can now utilize website traffic data to justify marketing budgets, attract new investments and optimize the impact of their online presence.

The Website Impact Calculator leverages Tourism Economics’ Symphony Intelligence Platform – a comprehensive, interactive hub for data sources – and joins the Event Impact Calculator (EIC), which is in use by more than 350 destination organizations worldwide and recognized as the global standard for measuring net new money coming to a community because of meetings and events. Symphony harmonizes reporting in centralized, customized dashboards that allow teams to unlock decision-ready insights.

About Destinations International
Destinations International is the world’s largest and most respected resource for destination organizations, convention and visitors bureaus (CVBs), and tourism boards. With more than 8,000 members and partners from over 750 destinations, the association represents a powerful forward-thinking and collaborative community around the world. For more information, visit www.destinationsinternational.org.

About Tourism Economics
Tourism Economics, a division of Oxford Economics, provides economic research and analysis for the global travel, tourism and hospitality industries. Using proprietary data models, Tourism Economics offers insights that empower organizations to make data-driven decisions, shape policy and demonstrate the value of tourism to local economies. For more information visit www.tourismeconomics.com.

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