Speaking at the UNWTO World Conference on Smart Destinations in Oviedo, Tourism Information Portal Portugal board member, NOS, Joao Ricardo Moreira said such practice is vital to ensuring best practice.
He added: "You cannot manage what you cannot measure. It is time for people to realise if you don’t absorb the information you just managing based on your gut feeling."
San Miguel de Allende director of economic development and tourism promotion Zonia Torres admitted as a destination they were getting more engaged with data and data analysis.
"We’re starting to look at the big picture and more global solutions."
