In this article Troy Thompson talks about why sharing data or benchmarking is essential for the continued succes of destination marketing organisations (DMO's). Benchmarking creates better marketeers, provides much needed analysis of available data and builds advocacy for the tourism industry at-large. It also provides the opportunity to measure one's own organisation (and it's progress) against the competition.
Why Benchmarking is Critical for Destinations | Travel 2.0 Consulting Group
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