Turning data into tourism insight
The Visitor Economy Data Analytics and Indicators cluster brings together experts in tourism behaviour, Big Data, and destination management. With experience across government, industry, and academia, our team supports smarter decision-making through data-driven insights—helping partners measure tourism’s economic value, enhance visitor experiences, and plan for more efficient, responsive, and sustainable tourism systems.
Cluster Lead: Dr Truc Le
Sustainable Development Goals
Griffith University is aligned with the United Nation's Sustainable Development Goals (SDGs) and committed to creating sustainable cities and communities and tackling global challenges around climate action, life below water, and life on land.
Our expertise
Our researchers have expertise in:
- Measuring the economic impact of domestic, inbound, and outbound tourism
- Developing and training on tourism satellite accounts
- Conducting cost–benefit analyses of tourism’s economic, social, and environmental impacts
- Working with government-provided tourism data from sources such as Tourism Research Australia (TRA) and Australian Bureau of Statistics (ABS) to develop visitor profiles for tourism destinations
- Forecasting visitor trends through statistical analysis
- Tracking visitor behaviour and movement with Big Data
- Evaluating destination strategic plans
- Providing feasibility testing and evidence-based advice for new tourism experiences
Current projects in this space include collaborations with domestic and international government entities and academic institutions to develop comprehensive two-way visitor profiles. These profiles aim to deepen strategic tourism trade and encourage reciprocal tourism growth with Australia.
Other initiatives focus on reviewing international tourism data hubs, developing frameworks for analysing destination performance, and identifying appropriate indicators and measures to assess that performance.