For tourist boards, concern over data privacy remains a continual challenge, but with travellers increasingly desiring unique experiences, it is one many are tackling head on.
Recently, a number of tourism boards have revamped their websites with greater personalisation in mind, taking steps to further tailor the user experience to individuals and their travelling needs.
One of the biggest traps tourism boards can fall into is to market to the generic traveller, and to promote their destination in a rather broad and non-specific way.
However, many tourism boards are now recognising the benefits of promoting their destination in a more nuanced fashion, and creating an online experience that reflects its varied appeal.
Get the full story at Econsultancy
Read also "The new digital KPIs for destination marketers"