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Performance Monitoring and Evaluation

In an ever-changing and competitive industry, tourism destinations must be able to adapt and respond to changing conditions and capitalise on strengths and opportunities. Monitoring and assessing a destination’s performance allows for an evaluation of the destination’s success in achieving strategic priorities, providing the basis for future decision-making and performance improvement.Read more
In an ever-changing and competitive industry, tourism destinations must be able to adapt and respond to changing conditions and capitalise on strengths and opportunities. Monitoring and assessing a destination’s performance allows for an evaluation of the destination’s success in achieving strategic priorities, providing the basis for future decision-making and performance improvement. Developing a performance monitoring program at a destination level includes consideration of:

  • Performance monitoring at a destination level may include reviews of:
    • Organisational performance of individual destination management organisations including an assessment of governance practices, employment, marketing, product development, funding, membership, investment, industry development and partnerships;
    • Destination-wide performance in tourism including an assessment of visitor numbers, growth, expenditure, satisfaction, destination preference and conversion and length of stay. Measuring tourism yield can also be an important indicator of performance of a destination including economic, environmental and social value of tourism to a destination;
  • Key performance indicators should be used as a point of comparison when assessing destination performance. KPIs should be developed as part of the strategic planning process and must be specific, timely, quantifiable and be directly linked to the destination’s strategic goals;
  • A clearly defined performance monitoring program or plan should be developed that clearly articulates KPIs, timing of the reviews, data collection methods, responsibilities and the process for analysing results and implementing actions following a review;
  • Information and reporting systems including online tools provide an effective resource for performance monitoring and evaluation.

The Sustainable Tourism Cooperative Research Centre developed the Industry Performance Analyser for Tourism (IPAT) tool for the collection and analysis of statistical and benchmarking data at a regional level. IPAT provides a flexible online data entry tool for collecting operator data and aggregating it to provide destination-wide performance data. The ASPIRE program, implemented by Queensland Regional Tourism Organisations, is based on the IPAT platform and provides an organisational performance and benchmarking tool for assessing the operational performance of destination management organisations.


A destination’s performance monitoring framework should be clearly outlined in the strategic documents guiding destination management including the ‘Research Plan’ and ‘Strategic Plan’.


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