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.

Through Destination Gateway, users can optimise their marketing campaigns based on the seasonality and profiles of their key audiences and monitor the performance of these campaigns as reflected by tourist arrivals. They can also track the recovery of their destination from the impact of the Covid-19 pandemic and, with insight into their destination’s connectivity, enter route negotiations with confidence.

Meanwhile, users of Licensed Datasets and API can integrate ForwardKeys data into their own custom dashboards, which they can then share with tourism partners and travel-dependent businesses at their destination, helping them to make the most of inbound tourism and maximise success.

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.


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.


ForwardKeys Connect

A Data-as-a-service platform providing flexible access to our Smart Data while unleashing your true analytics capabilities.


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

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

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