The pandemic toll on Toronto’s visitor economy was over $8 billion, and when the Greater Toronto region is included, the economic losses grow to more than $14 billion. The meetings and events industry saw 464 event cancelations one year into the pandemic, resulting in a loss of $833 million and lost attendees of 380,000.  

As the destination marketing organization (DMO) of the largest city in Canada, Destination Toronto knew it had to make use of every available tool to recover from the hit the city took in the meetings and events segment. 

The DMO needed actionable insights that were as close to real-time as possible, but the tool it had been using for its business intelligence required significant manual effort to incorporate data from Simpleview CRM. Because staff couldn’t easily access data relevant to them and had to rely on others to pull it for them, there was a gap between the DMO’s desire to have a data-driven strategy and its ability to do so. 

Until it started using Simpleview’s Destination Dashboards, that is. Read the case study to see how data collection, compilation, and presentation became pain-free and purposeful.