In this episode of Destination Discourse, we’re diving deep into one of the most controversial topics in destination marketing: Is geolocation data actually helping DMOs, or are they using it completely wrong?

Special guest Jay Kinghorn from Zartico joins Stuart Butler (Visit Myrtle Beach) and Adam Stoker (The Brand Revolt) to challenge the way DMOs think about data—and why most of them are missing the mark.

What You’ll Learn:

🔹 The truth about geolocation data—is it really accurate, or are we just pretending?

🔹 Why DMOs are measuring the wrong things and how it’s hurting their strategy

🔹 The biggest mistakes in tourism data (and how to fix them)

🔹 Marketing attribution myths—why “conversions” aren’t what you think

🔹 Why most visitors don’t book for 4+ months after seeing an ad

🔹 Real-time visitor volume tracking—why it’s so hard (and is anyone actually doing it?)

🔹 How geolocation + spending data together can finally give DMOs the full picture

🔹 AI, privacy laws, and the future of destination data—what’s coming next?

Key Takeaways:

✅ Geolocation data isn’t perfect—but when used right, it’s the best proxy for real visitor behavior.

✅ DMOs are flying blind with outdated tracking methods—they need faster, more actionable insights.

✅ 85% of conversions happen 4+ months after first engagement—yet most marketing budgets ignore this!

✅ Closer markets book faster, farther markets need long-term nurturing—most DMOs aren’t adjusting strategy.

✅ Privacy laws & tech changes are shifting data tracking fast—DMOs who don’t adapt will get left behind.

Are we measuring the wrong things in destination marketing? Are we too comfortable with outdated data? Watch now to find out how to fix it.

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#DMO #TourismMarketing #GeolocationData #TourismData #Zartico #DestinationMarketing #MarketingAttribution #DataDrivenMarketing #AI #TravelTech