The Digital Tourism Brand Index is a 200+ point benchmark looking at how Destination Marketing Organisations are working in the digital landscape.
The index looks at every aspect of the industry's digital performance, from their overall strategy to the depth and extensiveness of content produced and distributed.
The 2013 Index is based on SE1 Media's own in-depth research conducted over a 3 month period in early 2013, and measures 45 European National Tourism Organisations highlighting latest trends and giving useful insights into what the European tourism industry is doing right now.
Areas that the Index highlights are:
- Content
- Social Media
- Mobile & Tablets
- Personalisation
- Web Design
- Markets & Segments
A summary of some of the findings can be found in the different categories below and in the downloadable report. This report is an investigation of the digital space of the European tourism sector and a benchmark of industry best practice.
The scope of the report is to give an in-depth insight into European National Tourism Organisations' state of digital. Looking at every aspect of the industry's digital performance, form their overall strategy to the depth and extensiveness of content produced and distributed.
The areas the report focuses on, represent key parts of a destination's digital strategy and with the world becoming more socially and digitally connecting with new technologies quickly evolving, it is absolutely crucial to get these right. Marketers need to be ready for this evolution and adapt quickly to the latest trends and developments taking place.
The best practice examples within the report were chosen from within the sample and indicate that some destinations are quite advanced in digital. However, a lot of destinations are also lacking behind, making innovations necessary. With a vast amount of technologies and applications available today, there are tremendous opportunities for destinations to differentiate themselves amongst the competition, creating rich brand experiences in digital.
The best practices highlighted in this report are designed to help destination marketers to be more innovative, strategic and savvy when navigating the digital marketing landscape.
