About Destination Web Watch

The World Tourism Organization (UNWTO) Destination Web Watch scheme was launched in November 2005 as part of a project to help destination management organisations (DMOs) maximise their spend in the area of website development and online marketing.

Work on the UNWTO Organisation of an Evaluation and Benchmarking Scheme for Destination Websites commenced in collaboration IFITT during 2002 with the appointment of a Project Group. Members of IFITT and representatives of the UNWTO Business Council brought their unique expertise to this project, under the chairmanship of Dr. Roger Carter.

During 2004/5 the audit and online survey methodologies were piloted, forming a database against which website evaluations are benchmarked.

Research & analysis, reports & action plans

Results are entered into central databases for analysis and benchmarking. The results will be made available through:

• The confidential reports of Destination Web Watch services proivided to DMO clients


• DMOs will be able to opt-in to exchanging data relating to their individual web activities with other DMOs, particularly within peer groups


• Customized analysis and interpretation for individual DMOs or a group of DMOs, in accordance with their specifications


• Aggregate ad-hoc data-mining analysis for academic research or to meet specific DMO needs, expressed through a Project Research Group or the UNWTO Business Council
  

The Destination Web Watch scheme will contribute to the understanding of the consultants involved, the academic world and the DMOs of the key factors that influence the success of online marketing activities.

Continuous exchange of knowledge is an extremely important aspect of the project. It will ensure that the underlying insights and principles of the Destination Web Watch services remain up-to-date.