Turning data into tourism insight
The Visitor Economy Analytics cluster brings together experts in tourism behaviour, Big Data, and destination management. Working with a range stakeholders, 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 Leads: Dr Truc Le and Dr Margarida Abreu Novais
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 team has a wealth of experience in government, industry, and academia. We have assisted our partners in policy advice, Big Data, and data mining, measuring the economic value of tourism, developing tourist experience and planning, and consuming and evaluating tourism systems, specifically:
- Working with government-provided tourism data from sources such as Tourism Research Australia (TRA) and Australian Bureau of Statistics (ABS)
- Developing performance indicators and metrics to assess tourism outcomes across economic, social, and environmental dimensions
- Developing visitor insights through the integration and analysis of multiple data sources
- Developing and training on tourism satellite accounts
- Measuring the economic impact of domestic, inbound, and outbound tourism
- Developing visitor profiles for tourism destinations
- Forecasting visitor trends through statistical analysis
- Conducting cost–benefit analyses of tourism’s economic, social, and environmental impacts
Current projects in this space include collaborations with domestic and international government entities and academic institutions to develop comprehensive two-way capability building and visitor profiling 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.