The collaboration centers on launching joint research initiatives that distill complex visitor information into actionable intelligence for industry stakeholders. Zartico, which currently serves over 400 destination marketing organizations, will provide the technical infrastructure to support the U.S. Travel Association’s efforts to quantify the value of the $1.3 trillion travel sector. The partnership focuses on refining data methodologies and creating new analytics solutions for the association's member network.
U.S. Travel Association and Zartico Partner on Destination Analytics
The U.S. Travel Association is joining forces with Salt Lake City-based technology firm Zartico to overhaul how tourism data is interpreted across the country. By merging industry advocacy with proprietary visitor behavior analytics, the partnership aims to provide destinations with more precise tools to measure economic impact and shifting travel patterns.
Jay Kinghorn, Zartico’s Chief Innovation Officer, noted that destinations require clear intelligence to articulate the benefits of tourism to local communities. Complementing this, Joshua Friedlander, Vice President of Research at the U.S. Travel Association, emphasized that exploring innovative analytical approaches is essential for understanding the evolving dynamics of the national travel economy. Both organizations intend to use these insights to help destinations navigate fluctuating economic conditions and long-term growth strategies.
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