The tourism data gap: The utility of official tourism information for the hospitality and tourism industry

Carmen Lam, Robert Douglas McKercher

Research output: Journal article publicationJournal articleAcademic researchpeer-review

18 Citations (Scopus)


This paper examines the type and quality of information provided by over 110 National Tourism Organizations (NTOs) through their free-to-access websites. The purpose is to evaluate its usefulness to tourism enterprises in general, and in particular small and medium sized businesses which are most likely to be data hungry but resource scarce. The industry needs quality market intelligence and many rely on National Tourism Organizations (NTOs) as a source of this information. The study concludes that only a small number of NTOs provide information that is applicable at an enterprise level. Instead, most provide aggregate information that may be suitable for macro-level reporting purposes.
Original languageEnglish
Pages (from-to)82-94
Number of pages13
JournalTourism Management Perspectives
Publication statusPublished - 1 Apr 2013


  • Data
  • Market intelligence
  • National tourism organizations
  • Small and medium sized tourism businesses

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

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