Destination KPIs and Monitoring

Why use this tool?

You may want a tailor-made Destination Monitoring Program to follow the trend in Key Performance Indicators (KPIs). Additionally, you may wish to compare this trend with other destinations (to be chosen by you) and with your regional and country average. You can use this comparison to improve and promote the performance of your destination.

How does it work?

Depending on data availability from internal and external sources, we will compile data on your preferred KPIs for your destination for a number of years (to be chosen by you) and compare these with the regional average and country average (and selected reference destinations when agreed).

What are the outcomes of it?

We can create an annual (or biennial) Destination Monitoring Report presenting trends and conclusions regarding the agreed KPIs. This will give you an insight in how your destination is doing in comparison with reference destinations. Where useful, the data will be visualised in charts or maps. We can report through a full Destination Monitoring Report or through a Destination Sustainability Dashboard.

We suggest subscribing to an annual monitoring with annual summary reporting (Sustainability Dashboard). Then every 2 or 3 years you may want a full Report (to prepare for your certification reporting or Strategic planning revision.

For whom is this tool developed?

This tool is for destinations who would like to better monitor their trend in KPIs and compare their performance with other destinations.


Interested DMOs and tourism practitioners are invited to contact our team by email through