Largescale visitor surveys have been commonly used in the tourism industry to understand national or state-based visitor trends and information, but sample sizes generally mean that it is almost impossible to use the data from these surveys to conduct granular analysis for many regional locations.
Bespoke primary research studies are an alternative solution, but are often cost prohibitive due to high data collection costs and challenges with representativeness. They are also usually based on self-reported, rather than actual, visitor behaviour.
Solving these issues, the Metrix Tourism Tracker draws on big data to enable detailed analysis regarding visitor profiles and behaviours, for any given region in Australia. These insights can be useful for a range of organisations, including tourism associations, accommodation providers, tour operators, food and beverage businesses, event managers, and local and state governments.
The Metrix Tourism Tracker has been developed by connecting aggregated card transaction data from a major Australian bank with a geo-demographic segmentation model.
For a given region over a 12-month period, Tourism Tracker can measure:
- How many people visited
- Where they are from
- Who they are (demographics and geo-demographic segments)
- How long they stayed
- How much money they spent
These insights can be used to:
- Demonstrate the impact of tourism to key stakeholders
- Communicate more effectively with your target audience through personalised messaging and media buying
- Track the impact of tourism in your region (by subscribing to this product annually)
- Track changes in your visitor profile (by subscribing to this product annually)