The tourism industry, a major contributor to the global economy, has long lagged in adopting technology and analytics. Despite accounting for an impressive 10% of the world’s GDP, many destination marketing organizations (DMOs) operate using outdated methods. Zartico, a dynamic new player founded by Darren Dunn and Jay Kinghorn, is here to change that. With a fresh round of $20 million Series A funding, Zartico is ready to empower local destinations to thrive in a post-pandemic world through innovative data solutions.

The Need for Change in Tourism Analytics

Traditionally, DMOs have relied on outdated quarterly and yearly reports to guide critical marketing decisions. Such practices create a disconnect in understanding real-time visitor behavior, leaving organizations vulnerable to shifts in traveler preferences. As CEO Sarah Lehman articulated, the COVID-19 pandemic highlighted these inadequacies, forcing the tourism industry to recognize the importance of embracing new technologies.

With more than 188 customers already on board—primarily government agencies and tourist boards—Zartico offers a timely solution designed to meet the demands of the modern traveler. What sets Zartico apart is its ability to aggregate geolocation data, spending patterns, and other relevant metrics from diverse sources. This functionality provides DMOs with unprecedented insights into visitor behavior, enabling them to tailor their marketing strategies effectively.

Harnessing the Power of AI and Data Integration

• In-Depth Analytics: Zartico’s platform uses AI to not only predict visitor volumes but also analyze unstructured data from social media and other online platforms. This allows destinations to identify trends and consumer sentiment, efficiently developing travel products tailored to current interests.
• Geolocation Insights: By tracking visitor movements at a granular level, Zartico sheds light on where tourists are spending their time and money, ultimately benefiting local businesses.
• Proactive Decision Making: Unlike the historical reliance on lagging indicators, Zartico offers a forward-thinking approach, enabling DMOs to make data-driven decisions based on real-time insights.

However, as with any innovative technology, concerns about data privacy and security arise. Zartico has conscientiously implemented measures to ensure that data collection and analytics are ethically handled. By focusing on data anonymization and strict use cases, Zartico aims to respect privacy while providing valuable insights for tourism stakeholders.

Future Prospects: Addressing Over-Tourism and Expanding Reach

As Zartico prepares to expand its employee base from 61 to over 100, its goals extend well beyond just serving existing clients. One of the ambitious visions on the horizon involves creating machine learning-driven behavioral models to address over-tourism. By analyzing trends, Zartico is working towards sustainable tourism practices that benefit both visitors and local communities.

Additionally, Zartico is eyeing growth opportunities beyond traditional tourism offices, venturing into partnerships with sports venues, municipalities, and airports. This strategic expansion could mark a significant shift towards understanding and capitalizing on the visitor economy in diverse contexts.

Conclusion: Embracing a Data-Driven Future

As the tourism industry continues to evolve, leveraging data and analytics will be crucial for recovery and sustainable growth. Zartico stands at the forefront of this transformation, equipped with a powerful platform that enhances decision-making capabilities for DMOs and stakeholders alike. By employing advanced analytics and prioritizing ethical data use, they are setting a new standard in destination marketing.

With the monumental shift to real-time data usage and analytics within the tourism sector, there’s no doubt that Zartico is leading the charge. As they navigate the modern landscape of travel and tourism, the insights provided by their platform will be invaluable for local destinations seeking to capture the attention of visitors in an increasingly competitive environment.

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At fxis.ai, we believe that such advancements are crucial for the future of AI, as they enable more comprehensive and effective solutions. Our team is continually exploring new methodologies to push the envelope in artificial intelligence, ensuring that our clients benefit from the latest technological innovations.