Standard Performance Reporting Handbook
Lay the groundwork for your organization's performance reporting with this handbook on basic standards across a variety of measures.
The handbook provides destination organizations with a systematic, business-minded approach to internal performance assessments, necessary to guide the decision-making process for resource management, sales and marketing campaign development, as well as staff training and development.
Performance reporting also gives destination organizations benchmarks and a platform by which they can clearly articulate their contribution to their stakeholders and the local community. The handbook includes definitions and metrics for digital marketing and ROI formulas.
What You’ll Find in the Handbook
Convention and Group Sales
Learn how to measure the impact of meetings, conventions, and tour groups by tracking bookings, attendance, and the economic value these events bring to your destination.
Marketing and Social Media
Understand how to connect digital marketing efforts—such as website traffic, advertising campaigns, and social media engagement—to actual visitor activity.
Membership and Visitor Services
Explore ways to measure how your organization supports local tourism partners and delivers helpful services to visitors at welcome centers and other in-person touchpoints.
Demonstrating Return on Investment (ROI)
Use clear, straightforward calculations to compare organizational spending with visitor spending, helping show how tourism drives economic benefits for the community.