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Skip to 0 minutes and 0 seconds I think probably one of the easiest things and one of the first things that we always look at for data, is country of origin, so we offer tours in French and German and previously Spanish. So for us we need to know that we are getting enough of, enough customers who speak those languages, to run those tours. But it also allows us to identify countries, that maybe we don’t offer their native language but we’re actually getting a lot of those visitors. So this year was, last year actually we introduced an Italian speaking tour, because we had seen a rise in so many Italian visitors to our tour, on our tours and to the city as a whole.

Skip to 0 minutes and 35 seconds We knew that Italian visitors were on the rise, so we wanted to offer them a tour in their language and so that’s for us, quite an easy example of ways of monitoring our data, but also data that the other organizations were providing and to introduce a new product.

The data used - Mercat Tours

Can you think of an equivalent experience that you or similar businesses in the tourism sector face? (what kinds of information did firms find most commonly useful?)

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This video is from the free online course:

Understanding Data in the Tourism Industry

Edinburgh Napier University