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Using Footfall Data to Understand Tourist Itineraries

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Gathering information on tourist itineraries has always been challenging. However, thanks to the convergence of cutting-edge AI and GPS technology, it is easier than ever to harness the power of big data through footfall tracking, and gain unprecedented insights into the behaviour patterns of tourists – from their travel time, movement and even preferences. 

Armed with this knowledge, we can create more bespoke travel experiences and make savvy investment decisions that will undoubtedly benefit the tourism industry as a whole. Let’s take a look further at how footfall data helps organisations and their destinations understand tourist itineraries.

Build Visitor Profiles 

DMOs, travel agencies, heritage action zones and other attractions can gain valuable insights into their target consumer base with footfall data. Demographic characteristics like age, gender, income, education level, home ownership status, and postcode origin all contribute to a more holistic understanding of who visits them and where they come from. Furthermore, organisations are able to tailor their marketing messaging to the specific preferences of potential tourists to increase engagement and drive profits. 

Assess Tourist Expenditure 

By investigating the spending habits of tourists, organisations can determine what products and services they’re most likely to invest their travel funds in. From souvenir shopping and tasting local cuisine, to overnight accommodation, tourists tend to indulge in all that a town has to offer. These findings can provide a roadmap for retail businesses to tweak their pricing, inventory, promotions and adjust their operations to suit the volume of visitors during peak and off-peak seasons. 

Identify Popular Attractions & Gaps 

Exploring how visitors navigate popular tourist destinations is essential for unlocking growth opportunities. By utilising footfall data, DMOs can identify hotspots, places of interest (such as seaside resorts, national parks, museums, etc.) and the most popular routes. This is key to optimising trips for out-of-town visitors and promoting local attractions. Smaller businesses like gift shops, cafes, as well as bed and breakfasts can also benefit from increased tourist footfall. Additionally, it also highlights gaps and overlooked areas that can inform funding for development initiatives. 

Determine Length of Stay 

Not only can footfall data analysis help identify the most visited locations, but it can also give insights into how long tourists stay at each attraction. This depth of data is critical for restaurants and hotels trying to forecast demand and plan staff schedules. By knowing the time tourists spend at a given site, accommodation providers can tailor their services to meet their guests’ specific needs, ensuring they get the most out of their stay. 

Measure the Impact of Marketing Campaigns and Events 

Finally, footfall data helps businesses measure the effectiveness of their marketing campaigns and events. With our intuitive dashboards, organisations can compare visitor numbers before and after a campaign to determine if their efforts are generating the desired outcomes and make necessary adjustments to future strategies.


Our cutting-edge data-driven solutions empower UK destinations to truly grasp the intricate details of tourists’ itineraries. By obtaining a deeper understanding of their travel patterns and interests, we can help enhance their overall visitor experience, leading to heightened customer satisfaction, increased repeat visits and a rejuvenated local tourism industry.

For more information about the tourism footfall data available for your area, call 0161 706 1343, or book a demo here:

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