In today’s destination marketing sector, AI is being discussed and scrutinised with ever-increasing intensity. As we touch on in our Smart destinations, smarter decisions playbook, the debate isn’t if to use AI, but how to deploy it to improve productivity, planning, and decision-making.

Professionals within the sector know that — from content creation and visitor engagement to forecasting and reporting — AI offers the opportunity to work smarter and more efficiently. But amidst all of this talk, many destinations are neglecting to ask themselves one all-important question: Are we ready for AI?

As we’ll explore, the answer to this has less to do with technology and more to do with data. Below, we’ll understand why — even with the of best intent — organisations with disconnected systems, inconsistent reporting, and siloed information will struggle to realise the full value of AI, no matter which tools they adopt. Likewise, we’ll explore the benefits that connected data brings to destination marketing organisations (DMOs) and the very places they represent.
 

The value of connected data

With each advancement and every development, AI brings with it the potential for ever more impressive results. Given this, it’s easy to understand why so many destination organisations focus on the benefits to be gained from the use of AI rather than patiently laying the foundations of success by gauging their own sense of data readiness. But when it comes to the successful use of AI within the destination marketing sector, this is the missing piece of the puzzle because organisations will not truly be able to reap the benefits of this technology without taking the time to connect their data.

AI relies upon certain pieces of data to create the results that can be used as the foundation of organisational success. These include:

And so — while organisations may be tempted to hastily invest in what they perceive to be the latest and greatest AI tool — it’s worth slowing down, pausing, and taking the time to ask the following questions:

  • Is our data connected?
  • Can teams access the same information?
  • Do we trust our data?
  • Are our reporting processes consistent?
     

Building a bridge to AI readiness

AI readiness is a complex process. But once DMOs are ready to move forward, the following steps can help to ease the way.

Step 1: Connect core systems. Bring together data from key platforms such as your CRM, website, campaigns, and visitor insights. Connected data creates a clearer picture of your audiences and gives AI better information to work with.

Step 2: Create shared reporting approaches. Agree on common metrics and reporting standards across teams. This helps everyone make decisions from the same data and ensures insights are consistent and reliable.

Step 3: Develop a data-informed culture. Encourage teams to use data regularly when planning campaigns and measuring success. The more comfortable people are with data, the easier it becomes to adopt AI with confidence.

Step 4: Explore advanced analytics and AI. Start with practical use cases, such as audience segmentation, visitor forecasting, or content personalisation. Small, targeted projects can quickly demonstrate value and build momentum for wider AI adoption.
 

Connected data: The foundation for destination success

While connected data serves as the foundation for the successful use of AI, its value extends far beyond technology. When DMOs take the time to consolidate information across their activities, they not only get more from their use of AI but gain a deeper insight into how their visitors discover, experience, and engage with a place. This, in turn, creates opportunities for organisations within the sector to respond more effectively to the needs of their visitors.

But the benefits of connected data can be equally significant for the very places represented by DMOs. With a clearer view of visitor and market dynamics, destinations can promote themselves more effectively while ensuring that destination development reflects real-world needs and opportunities. In this sense, connected data is not simply an operational asset, but an essential tool, one that helps both destinations and destination marketing organisations alike adapt to an ever-changing future.

Download our Smart destinations, smarter decisions playbook.