For some time now, a national tourism authority in the Leeward Islands has used traditional mass media efforts, tourism-focused events, and email newsletters as its primary marketing efforts. In 2016, the board decided it wanted to supplement these efforts with a range of digital initiatives aimed at:

• Establishing an active social media presence that allows the tourism authority to continually raise awareness among, connect with, and learn more about potential travelers

• Nurturing this presence so it generates actionable intelligence that can be used to inform the tourism authority’s total marketing efforts and, ultimately, increase visits to the island

Learn how they use Google Analytics and social media data to reach both goals.