Data Analysis Critical In Developing Tourism Strategies
Global tourism has undergone a paradigm shift in recent years, and industry leaders must now adopt data-driven, customer-oriented approaches to build a profitable, resilient, and inclusive sector.
This was the message delivered by Founder of Leve Global, Dr. Auliana Poon, during her keynote address at the opening ceremony of the Caribbean Tourism Organization’s (CTO) State of the Tourism Industry Conference (SOTIC) 2025.
The conference, being held from September 30 to October 3, is guided by the theme “Reimagining Caribbean Tourism: Research, Relevance and the Road Ahead.”
Dr. Poon noted that global disruptions have significantly transformed industries worldwide, and tourism in the Caribbean must adapt if it is to remain competitive and viable.
She explained that today’s travellers are no longer satisfied with “sea, sand and sun” alone, but instead demand greater value and more meaningful experiences.
Customers, she said, are evolving across three major dimensions: demographic shifts (such as ageing populations), geographic shifts (with growth from emerging markets like Asia), and psychographic shifts (changes in how people think, feel, and behave).
To keep pace, Dr. Poon urged the region to prioritise a data-led approach. “Data is the new oil! This is really important because we need to use data to get towards the customer…. If you cannot measure it, you cannot improve it. and anything you do without data is just fantasy. Unfortunately, when we talk about tourism, most of our customer data is not controlled by us. It is held by others. The cruise lines have it, Expedia has it, Airbnb has it. And this is why we need to prioritise data collection for our own destination, our visitor expenditure and motivation survey…. We need to control Apps so that we can tell what customers are doing and how they’re doing. We need to prioritise controlling that information,” Dr. Poon stressed.
She further recommended using technology to anticipate and exceed customer expectations; safeguarding the environment through sustainability; exploring health and wellness offerings; and seeking feedback from residents, since travellers often value the same authentic experiences that locals do.
Looking ahead, Dr. Poon called on regional stakeholders to focus on authenticity, data, resilience, and partnerships. At the conclusion of her presentation, she presented Minister of Tourism and International Transport, Ian Gooding-Edghill, and CTO Secretary General and Chief Executive Officer, Dona Regis-Prosper, with both hard and soft copies of her book “The Paradigm Shift in Travel and Tourism”.
Author: Sheena Forde-Craigg