The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Moving towards insights-driven strategies

Approximately 4.75 billion pieces of content are shared on a daily basis, however, 50% of marketers say they do not have a content strategy. This SlideShare presentation likens ideas without insights to throwing darts in the dark. It describes three main types of insights crucial to your business' strategic decisions:


  1. Audience insights: psychographics including attitudes and behaviours; needs, wants and goals; life stage; level of understanding; other brands they follow; interests; and motivations.
  2. Cultural insights: influential figures/movement; language and memes; historic and current news; and rules and mores.
  3. Competitor insights: what are competitors doing to reach their audience?; who comprises their audience?; gaps in what they present and what your audience needs/wants/desires; how you compare.
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Cape Town Tourism CEO on data-driven destination marketing

Cape Town Tourism CEO on data-driven destination marketing | The Insight Files | Scoop.it

Skift has met with the CEO of Cape Town Tourism to discuss the city's tourism marketing efforts. The interview touches on the challenge of selling a long-haul city escape in a region that's known for being a bucket list safari destination, as well as how African destinations try to educate potential travellers in order to overcome stereotypes and lack of basic geography skills. Most notably, Duminy discusses the role that currency fluctuations play in travel planning in addition to what destinations can do to better position themselves to react better to changes. Click here to read the complete interview.

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Sino and Makena's curator insight, April 9, 2015 11:29 PM

It is important to educate people in order to dissolve their ignorance towards a place, and though that ignorance may not be built on, misconceptions of the African continent exist - and largely in the US. Though their intentions are not too clear as to who they are targeting to inform through tourism, perhaps this is a call to Americans to step out of their boundaries for once.