Destination Development and
Institutionalization Strategies
In the OIC Member Countries
173
Guam Visitors Bureau measures visitor satisfaction through exit surveys at the
airport. They also measure the attitudes of residents toward tourism through
community surveys.
Additional KPIs
In addition to the above KPIs, Destinations International advises DMOs to measure the following:
(1) Convention Sales Performance, (2) Travel Trade Sales Performance, (3) Marketing &
Communications,
(4) Membership Performance, (5) Visitor Information Center Performance, (6) Return on
Investment.
Travel Oregon’s KPIs include statewide economic impact, which includes a goal of
1.75% increase in year-over-year lodging demand, supporting and empowering
Oregon’s tourism industry, the public’s perception of Oregon’s tourism industry, and
internal business processes that includes ratings of fiscal processes from third-party
evaluators, employee engagement, use of industry database by staff. 461
It is also important that DMOs ensure sustainable destination competitiveness in the medium and
long-term, so KPIs need to be in place to measure that. For example, if DMOs allow stakeholders
to plow under forests to create golf courses, then they’re not looking long term. Golf, for example,
is decreasing in popularity worldwide.462
461 Oregon Tourism Commission (2017). Travel Oregon Strategic Plan – Activating Explorers 2017-2019. p. 16.
462 Interview with Doug Lansky, destinations consultant, travel writer, and keynote speaker