As destinations grapple with data overload and fragmented branding, voices at PATA Tourism PowerHouse Day 2 urged tourism leaders to step back, sharpen their commercial lens, and rethink how success is truly measured.
Tourism destinations must start thinking like businesses rather than purely as places to promote, focusing on clarity of decision-making rather than complexity of data, according to speakers at Day 2 of the PATA Tourism PowerHouse.
Addressing the audience, Olivier Ponti, VP – Intelligence & Marketing, ForwardKeys (Amadeus), said destinations should resist the temptation to track every available metric. Instead, he advised focusing only on indicators that directly inform decisions and actions.
He stressed the importance of building dashboards in layers so data remains meaningful and usable, rather than overwhelming decision-makers.
Moving beyond arrivals as the only metric
Bringing a sharper commercial perspective to the discussion, Alan Merschen, Founder, MMGY & The Sigmund Project, said tourism boards must move away from evaluating success solely through arrival numbers.
“Every business tracks the dollar sign. The priority should be how much money comes into the destination, length of stay, direct bookings and how much spend actually stays local,” he noted.
Merschen argued that without understanding economic impact at a granular level, destinations risk growing volumes without improving value for local communities.
Key insights from the audience Q&A
The session concluded with a wide-ranging audience interaction, highlighting practical challenges and opportunities in destination marketing and governance.
Leveraging ‘Incredible India’ globally: Merschen emphasised that while Indian states can market independently within the domestic market, international audiences require a strong national anchor. Using the ‘Incredible India’ brand alongside state or city messaging helps global travellers quickly contextualise a destination. “People remember experiences, not states,” he said, referencing global examples such as Bali and the Grand Canyon.
Thinking like global travellers: International visitors, speakers noted, do not follow political or geographic boundaries in the way insiders do. Cities, experiences, and iconic narratives matter more than administrative divisions, reinforcing the importance of national brand association in overseas campaigns.
Convergence through collaboration, not control: Drawing on global models, Merschen said alignment between national and state tourism bodies works best when it is collaborative rather than directive. Australia and Brand USA were cited as examples where partnership-driven convergence has delivered results.
Funding as a unifying force: Shared funding mechanisms, including joint campaigns and co-hosted media programmes, were highlighted as effective tools for alignment. “Money is often the cleanest way to create cooperation,” Merschen observed.
Providing tools, not instructions: National tourism boards, speakers suggested, should equip states with common marketing frameworks, data tools, and assets that can be adapted locally, ensuring consistency without eroding individuality.
From intent to execution
The discussion concluded with a call for structured action, proposing a dedicated workshop involving central and state stakeholders to operationalise convergence. The aim, speakers agreed, must be to move beyond intent and translate alignment into execution, ensuring tourism growth is both strategic and sustainable.
Rahul Bhadana is a digital editor at TravTalk with experience spanning multiple content niches, with a strong focus on travel trade journalism and digital publishing. A graduate of Delhi University, his work covers editorial writing, content strategy and platform-led storytelling, supporting TravTalk’s digital growth and industry engagement. A technology enthusiast, he enjoys films, poetry and exploring new ideas across media and culture.
