SLTDA is in discussion with Visa platform
View(s):The Sri Lanka Tourism Development Authority (SLTDA) is currently in discussion with the Visa data platform, a powerful application suite that delivers data-driven insights and industry benchmarks to help the country analyse tourism data, top officials said.
“We are currently in negotiation with the Visa Data Platform to find competitors’ spending habits, visitor analytics and trends such as visitor demographics, preferences, advertisement, and trends,” an SLTDA official told The Sunday Times Business. Currently, the SLTDA uses a tool called ‘statistical package for the social sciences’ known as SPSS, he added. He also noted that they are in discussion with Dialog to obtain their cell tower data to find where tourists are visiting etc.
SLTDA Chairman Buddhika Hewawasam said Sri Lanka’s tourism industry is suffering from the lack of such analytical tools. “We need sophisticated analytics and data scientific tools. Currently, we don’t have them, and we will need to acquire them. We are currently in discussion with global parties to acquire such analytical tools. We are in urgent need of such tools, especially when we are trying to double our tourist arrivals,” he explained.
Agreeing that the current marketing strategies of the tourism industry are not data-driven and noting that the different state tourism organisations have multiple standalone systems that do not talk to each other, Mr. Hewawasam said the promotion efforts in the industry need scientific data.
“By analysing customer data, companies can gain a deeper understanding of their client’s preferences, behaviours, and spending patterns. This allows businesses to create personalised marketing strategies, tailor offerings, and improve customer engagement. For instance, hotels can use data analytics to customise room offers, recommend local attractions, or suggest specific services based on past customer interactions,” he added.
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