An example of a travel assessment survey

Are you a DMC? We tell you which countries are in demand for your destination!

Now more than ever, DMCs have an unparalleled value in the tourism sector. They act as a cultural bridge that connects the client's desires with the country's possibilities, in addition to serving as intermediaries with suppliers to ensure high quality services. In essence, they are the creators and promoters of the destination experience, being the crucial link between the international and local markets.

shouldering this enormous responsibility becomes even more challenging in the post-pandemic context, where market management and understanding take on new meaning. For example, a Travel Advisors Guild survey reveals that the desire to visit beach and nature destinations outweighs the preference for cities or cultural circuits, although some reluctance towards international travel persists.

So how can DMCs stay informed about which countries are showing interest in their destination after so many changing trends?

The answer could be at your fingertips for free and reliably: Google's Destination Insights. Google has a reputation for developing tools and platforms that provide data and statistics on various aspects, including tourism, geolocation and travel trends. This particular tool provides you with a global travel trend analysis with practical data, updated daily.

‍Process: How to use it

first thing you have to do is select your destination country.

Then as a DMC you are interested in the information on "Inbound Destination Demand" which shows you from where is there interest in traveling to your country?

In the case of Spain, for example, the 3 main sources of inbound demand are the United Kingdom, Germany and France.

By clicking on the graph you can have a more detailed view of where the highest demand comes from by country of origin.

The best part of the tool is the filters provided by Google. By selecting a particular country you can understand from which parts of the country there is more demand. For example, from Germany there is more demand for Spain in North Rhine-Westphalia than in Berlin.

Another essential filter is the "Demand for cities and regions" which shows you the highest demand by destination city. In the case of Spain globally the 3 cities with the highest demand are Barcelona, Madrid and Palma.

But this can be further filtered if you change the country of origin. Following the same example, for German tourists the biggest demand is for Palma and not Barcelona.

Finally, we recommend that you focus on the "Demand Growth" filter. From there you will be able to understand how demand has evolved over time in your destination country, the area to which it belongs and its cities.

Here are some tips on how you can take advantage of a tool like this:

  1. Knowing where the demand comes from, you can look for a network of agencies or associations in that destination. For example, if there is an increase in demand for Spanish destinations in Mexico, you can make yourself known among the agency networks of ANAV, FraVEO, METRO etc. and close a deal between your DMC and them.
  2. Macro vs. micro vision: it can be a daunting task to try to understand global travel trends, but if you develop a micro-focused strategy, it can generate better results. For example, focus on understanding trends in the top 5 countries that demand your destination and you can ensure that you are focusing your time where it really matters.
  3. Target your marketing efforts: This valuable data gives you the advantage of knowing precisely where your visitors are coming from, allowing you to target your marketing and promotion strategies to the most attractive and popular activities in each destination.