Tourist Demand & Readiness
Track travel intention, timing, destination preferences, and booking progress across markets.
A Traveler Intelligence Tracking System Built for Destinations
The Global Traveler Barometer (GTB) is a structured, periodic measurement system designed to help destinations understand international travel market opportunities, travel behaviors, and destination image among travelers in your key markets.
Strategic Indicators for Tourism Development
Travel Behaviors
Analyze purpose, group size, spending focus, key planning criteria and information sources.
Destination Image
Assesses awareness, familiarity, and perception of your destination vs. competitors.
A Hybrid Model That Combines Surveys and Big Data
Why Destinations Need GTB for Tourism Development Success
Clear Signals for Better Decisions
Destinations often plan with fragmented data and delayed insights. GTB gives them a unified, timely view of traveler trends, market shifts, and visitor intent so decisions are based on what is actually happening — not assumptions. This helps destinations prioritize the right markets, products, and investments with confidence.
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Understand What Visitors Truly Value
Traditional stats show volume, but not motivations, expectations, or behavior changes. GTB reveals the “why” behind travel: what visitors care about, how they perceive the destination, and what might influence their choices. This depth enables destinations to refine experiences, improve satisfaction, and strengthen competitiveness.
Measure Impact and Optimize Growth
Destinations need a reliable way to track the results of campaigns, new products, and policy decisions. GTB provides ongoing performance indicators that highlight what’s working, what isn’t, and where opportunities are emerging. With measurable outcomes, destinations can adjust quickly and sustain long-term tourism growth.
CASE STUDY
Case in Action: See How GTB Has Been Applied in Ho Chi Minh City
Discover how HCMC used GTB to build a destination data foundation, understand key markets, and benchmark perceptions against regional competitors.
Explore Our Destination Insights & Market Trends
Frequently Asked Questions
1. What is the Global Traveler Barometer (GTB)?
GTB is a traveler intelligence system developed by The Outbox Company that tracks travel demand, behavior, and destination perception in key international markets. It provides DMOs with actionable insights to optimize destination marketing and strategy.
2. Who is GTB for?
GTB is designed for destination marketing organizations, tourism boards, and local authorities looking to understand travelers, forecast demand, benchmark destination image, and guide strategic planning.
3. Which markets can GTB cover?
GTB covers priority international markets. Examples include Korea, Japan, China, North America, Southeast Asia, Europe, and Australia, but the system can be tailored to other markets as needed.
4. How frequently is GTB updated?
GTB updates insights at least every six months to provide timely, actionable data for planning and strategy.
5. What outputs does GTB provide?
GTB delivers:
– Travel demand forecasts and readiness scores
– Destination selection trends and traveler behavior analysis
– Benchmarking of destination image against competitors
– Customizable dashboards and reports for strategic decision-making
6. How is GTB different from traditional tourism reports?
Unlike one-off reports, GTB continuously monitors trends in international travel and destination perception. This ongoing approach provides timely, actionable insights, helping DMOs identify opportunities, adjust strategies quickly, and improve how their destination is positioned to target audiences.
7. How do we start using GTB?
Schedule a demo with The Outbox Company to define target markets, review your current data gaps, and explore GTB dashboards and outputs.