Designing and managing a business intelligence program to support tourism recovery
Tourism Fiji
Destination: Fiji
Engagement: 2022-2023
As part of a new focus to use current data and research to support more strategic decisions around product and experience development and marketing, Tourism Fiji along with their partners the Fiji Hotel and Tourism Association and Ministry of Trade, Co-operatives, Small and Medium Enterprises and funding partner Market Development Facility, an Australian Aid implementation partner, retained Twenty31 to design and manage a business intelligence program.
This multi-year program included an online dynamic dashboard incorporating primary and secondary data sources and a monthly and quarterly insights briefing.
Data needs assessment
We conducted a detailed assessment of Fiji’s tourism industry’s data needs matched against tourism development goals. This was accomplished via a series of in-depth interviews and workshops with representatives from the three project partners and select private-sector tourism operators.
Primary market research
As part of the content within the dynamic dashboard, we conducted a monthly brand health survey of representative samples of travel consumers in the US, Canada, Australia and New Zealand, followed by advanced brand perception mapping and brand drivers analysis.
Data insights briefings
Along with detailed reporting of content engagement, visitor experience assessment, airline capacity trends, social media sentiment and brand health benchmarking, we facilitated a monthly insights briefing for Fiji’s tourism industry to showcase how the results could support enhancements to product and experience development and marketing efforts.
The three project partners recognize that the business intelligence program heavily influenced Fiji’s tourism recovery strategy and new global brand positioning. At the same time, the program has helped solidify an appreciation for the use of data for marketing strategy development and implementation.
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Designing and Managing a Business Intelligence Program to Support Tourism Recovery
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