Simpleview survey finds low digital literacy across the tourism industry

June 3, 2022

The global visitor economy is not keeping pace with other industries and is hampered by low digital literacy within organisations and stakeholders, according to a new international survey.

Conducted by Simpleview in conjunction with Karen Bolinger Consulting, the survey on the current digital landscape talked with convention bureaus, destination management organisations, as well as national, regional and state tourism organisations in over 10 countries.

Respondents said their digital technology plans included investing/allocating increased budget to digital transformation (55%); using digital technology to upskill staff (54%); invest in human resources (40%) and placing a higher value on their digital transformation over the next two years (36%).

Six out of eight respondents said data analytics and insights reporting are their top priorities with over 57% stating they want these features in any software they purchase.

Explaining that said respondents reported challenges to procuring and updating specialised destination marketing and convention bureau software due to stakeholders’ varying knowledge of digital requirements, the process and the level of investment required, Simpleview Chief Executive, Ryan George advised “we heard in the research that many C-Suite leaders needed support in educating their government stakeholders, boards and internal management on the benefits of digital transformation and the roadmap to success.”

The research confirmed that organisations within the visitor economy rely heavily on their technolog stack, including customer relationship management, content management systems and websites to connect with customers and their community stakeholders to gather valuable insights to grow their business.

Simpleview provides marketing solutions for Destination Marketing Organisations (DMO’s), Tourism Organisations and Convention Bureaus. They conducted global research on what companies in this space need to digitally transform to face the challenges of the post-pandemic world.

The in-depth discussions, surveys and research were conducted to determine what leaders need technology to do now, and the gaps where technology can support new opportunities.

Infographic with research highlights is available here

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