Citytourismbenchmark.com: a new world of benchmark possibilities for city tourism destinations
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Launched last March in Saint-Petersburg during the ECM Spring meeting, citytourismbenchmark.com is a new on-line tool enabling city tourism destinations to benchmark their performances.
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In a very dynamic sector seeing a growing number of destinations compete for an increasing volume of visitors, city tourism organizations (CTOs) need to keep a close eye on market share developments if they want to know how they are actually doing. They also need data on trends and developments in the key source markets as well as reliable forecasts in order to allocate their marketing resources in the most efficient way.
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Citytourismbenchmark.com provides this information while enabling CTOs to drastically cut down the costs of collecting and processing data so that market research resources can be spent on analysis leading to concrete actions.
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User-friendliness is the key word: there is no need to enter data in the new system since the multiplicity of indicators (mainly hotel performance and macro-economic indicators) are automatically imported from other sources such as the TourMIS database. The users can build their own clusters of destinations with which they want to benchmark, and instantaneously update the information they need so that they always work with the latest available data.
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Citytourismbenchmark.com is the result of a joint effort of a group of ten CTOs (from the cities of Amsterdam, Barcelona, Berlin, Copenhagen, Gothenburg, Lisbon, Munich, Paris, Vienna and Zürich) who financed and designed the on-line tool, and MODUL University Vienna, who developed it. Access to citytourismbenchmark.com is limited to ECM members and free of charge.
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Manager Research & Development
Amsterdam Tourism & Convention Board
Chairman ECM Research and Statistics Group
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