The Five Foundations of a Destination Organization: New Measures for a New Paradigm

Recorded On: 05/11/2022

Destinations now have the opportunity to use real-time insights from events, visitor movement and spending for the betterment of the community, the experience of the visitor and ultimately the transformation of the destination organization. This session will provide an overview of how big data is providing a higher resolution view of the visitor economy that will allow us to uncover new insights and lead to an understanding of the destination in a greater context. Join us as we share the five common themes we are seeing emerge across destinations all over the country. These foundations will revolutionize the way our industry measures and reports destination performance.

Presented by Zartico.

Please note that attendance at a Destinations International webinar is eligible for one (1) CDME Continuing Education (CE) credit. Credit can only be earned through live virtual attendance. Watching recorded webinars does not count toward CDME CE credit.

Jay Kinghorn

Co-Founder and Chief Innovation Officer


An innovative leader, Jay specializes in building digitally-savvy creative and technical teams to execute complex digital marketing initiatives. Jay currently leads the Zartico Data and Analytics Team; helping DMOs use data-centered insights to market and manage their destinations more effectively.

As part of a 3-person leadership team planning and executing the state of Utah’s tourism marketing program, Jay’s efforts helped grow Utah’s tourism economy from $7.6 billion in 2014 to $9.1 billion in 2017.

As the Associate Marketing Director at the Utah Office of Tourism, he led the agency’s content, social, marketing analytics and digital marketing initiatives. In 2017, Jay received the Peter Yesawich Award for marketing excellence from the Travel and Tourism Research Association and MMGY Global.

Josh Collins

Head of Product, Community & Education


The pandemic may have introduced a new normal, but the evolving state of the travel industry is precisely where Josh Collins, TEDx Alum, Experience Architect and Head of Product, Community + Education for Zartico, comes alive.

Having worked with some of the most powerful and influential brands like Stevie Wonder, The Roots, John Legend, Jay-Z, and many others for nearly 20 years, Josh now takes his deep understanding of human connection and experience design to Zartico leading the product team in serving DMO’s, both large and small, on how to become better stewards of their destinations. 

Josh serves on several boards including the Advisory Board for E-Tourism Summit; a Silicon-Valley based Travel & Tourism conference and is a frequent speaker on Branding, Marketing, and Social Media, teaching brands how to connect with their audiences both online and off.


The Five Foundations of a Destination Organization: New Measures for a New Paradigm
05/11/2022 at 1:00 PM (EDT)  |  Recorded On: 05/11/2022
05/11/2022 at 1:00 PM (EDT)  |  Recorded On: 05/11/2022
Presentation Slides
Open to download resource.
Open to download resource.