Data strategies are becoming essential for tourism destinations, yet many organizations struggle with where to begin. We sat down with Dr. Mauro Gotsch, Scientific Project Lead at the University of Applied Sciences of the Grisons (FH Graubünden), to discuss his research findings on data strategies in tourism — and what destinations need to know.
What have your research findings revealed about data strategies in tourism?
“Our research shows that the gap between destinations that have a structured data strategy and those that don't is growing rapidly. Destinations with clear data strategies are not only more efficient in their marketing — they also deliver significantly better guest experiences.”
Why is having a data strategy so critical?
Dr. Gotsch identifies three core challenges that make a data strategy indispensable for modern tourism organizations:
- Guest expectations for personalized experiences continue to rise, requiring data-driven insights
- The competitive landscape is increasingly defined by digital capabilities
- Resources are limited — data helps destinations allocate budgets where they have the greatest impact
What is the relationship between AI and data strategy?
Dr. Gotsch emphasizes that AI is only as good as the data it's built on. Without a solid data strategy, AI initiatives will fail to deliver meaningful results. He recommends that destinations define a North Star Metric — a single key indicator that aligns all data collection and AI efforts toward a common goal.
What are the greatest challenges in building a data strategy?
According to Dr. Gotsch's research, five key components define a successful tourism data strategy:
- Clear goal definition aligned with the destination's strategic objectives
- Systematic data collection across all relevant guest touchpoints
- A unified data infrastructure that breaks down silos between systems
- Organizational capability — the right people with the right skills
- A culture of data-driven decision-making at every level
What role does the Tourism Trendforum play?
Dr. Gotsch highlights the Tourism Trendforum as an important platform for knowledge exchange between academia and the tourism industry. The event brings together researchers, destination managers, and technology providers to discuss the latest developments in data strategy, digital transformation, and guest engagement.
