Destination marketing organisations and the growing importance of reliable DMO tourism data


The evolving role of the DMO

With the role of the destination marketing organisation (DMO) evolving to include destination management, DMOs are having to consider more than just how best to promote their brand. Today, DMOs must balance the needs of tourists with those of locals while managing the economic, social and environmental impact of inbound travel. Against this background, access to reliable and up-to-date DMO tourism data is more crucial than ever before.

Predicting traveller behaviour through science

ForwardKeys delivers its DMO tourism data through a variety of products – from easy-to-use dashboards like Destination Gateway to Licensed Datasets and an API connection via which users can inject our data into their own tools.

Behind each of these products are several datasets that offer unique insights into a destination’s visitors, providing information on travel profiles, itineraries and preferences, as well as an outlook on future travel.

What’s more, ForwardKeys is working on functionality for monitoring tourists at every step of their journey – covering their movements at the destination and their economic, social and environmental impact.


Forwardkeys Nexus

An all-encompassing BI application for navigating air travel data in real time across a wide range of sectors.


Forwardkeys API

A powerful travel API for clients to add into their own unique platforms/dashboards.


Licensed Datasets

A solution designed to provide direct access to our datalake via our AWS cloud.


Destination Gateway

A tool providing destination clients with travel data at each step of the consumer journey in near-real time.


Why destinations work with ForwardKeys

For the best data

To enhance their reporting with detailed DMO tourism data that sets the standard as the industry’s source of reference.

To gauge event impact

To gauge the impact of unexpected events on travel to create effective crisis-communication plans and make proactive business decisions.

For the insights

To build on our analysts’ skills and reports to obtain the best insights and key findings from historical data.

To see what lies ahead

To understand what type of travellers can be expected when and where, presenting opportunities related to duty-free shopping, hotel stays and airlines.

Case studies

Download our brochure

Download our brochure for more information on the specifications of our products and data packages.


Destinations rely on an accurate, real-time understanding of visitor journeys – from the moment they start searching for a trip to the moment they book, and every stage of the trip itself. Our DMO tourism data is the best resource not only for understanding past trends but also for looking into the future, which is especially crucial in today’s era of travel.”

Katrina Dawson
Vice President Business Development – Destinations