Destination marketing: komoot is a leading reference in the field of outdoor tourism

Territories have the opportunity to enhance their destination and learn more about their audience through komoot, a digital outdoor giant.

Cycling with komoot

2023 was the year of definitive recovery for the Italian tourism sector, with a significant increase in international demand. According to the study by ENIT, Unioncamere and ISNART-presented at the BIT in Milan-Italy celebrated a record 851 million presences. The tourism sector is also distinguished by an increasing orientation toward sustainability.

Enhancing outdoor offerings is one way to meet the growing expectations of travelers in terms of local tourism, ecotourism, and opportunities to discover less-traveled areas. These activities not only help attract new visitor segments and deseasonalize, but also generate significant economic returns for service providers, accommodations and local businesses.

The ENIT-TCI study, carried out in collaboration with Ipsos between August and September 2023, shows that for Italians, French, British and Germans, Italy is the preferred destination for a slow vacation (walking and cycling). So the rising star of outdoor tourism is not likely to disappear, and new challenges are emerging: how to identify an area’s potential and how visitors explore its great outdoors?

Komoot, the indispensable ally for outdoor tourism

komoot

Outdoor activities are booming and attracting a growing number of travelers seeking adventure, relaxation and connection with nature. Trendy activities such as gravel, bikepacking and trail running increase in popularity every year. These soft-versus-extreme adventure sports offer territories the opportunity to promote their known and lesser-known sights and offer a different way of experiencing the destination throughout the year. As Andrea Girlanda explains, senior community PR & media manager at komoot: “Technology today helps a lot to promote outdoor culture, but a commitment from everyone is important, with a synergy between the public and private sectors. Because there is still a gap in communication, and the regions themselves should invest more in promoting the pathways.”

To promote their outdoor offerings, it is essential for DMOs (Destination Management Organizations) to diversify their communication and focus on media that have a lasting impact on their audiences. The komoot outdoor app offers them this opportunity and now has 38 million registered users, making it the most important player in outdoor tourism in Europe. With nearly 3 million registered users in Italy, one in five Germans, and more than 3 million users in France and England, komoot enables territories to quickly reach a wide audience, both locally and internationally.

Know your guests to better inspire them

komoot

It’s not just about promoting your own content. Getting in touch with Europe’s largest outdoor community also allows you to benefit from the wealth of data it represents. The April 11, 2024 webinar, organized by komoot, will be an opportunity to learn how destinations can benefit from the vast amount of data provided by the platform and use it to make decisions. These data represent a ‘much more accurate alternative to often very expensive field surveys.

How many routes have been completed in a territory? What are the most popular sports? How are the different types of sports practiced? With travelers increasingly focused on how they spend their money, it is critical that destinations get to know their visitors better. In this way, you can provide a tourism experience in line with their expectations and invest your efforts intelligently. These data can also help rethink their offerings to find solutions to problems such as overtourism.

During the webinar, the example of the data-driven strategy of VISITFLANDERS, one of the most active DMOs on komoot, will be shown. The Belgian region uses data from the platform to develop its offerings in line with user expectations. Komoot will also present the new Explorer Insights database available to its partners.

Attend komoot webinar and boost your marketing

komoot is a powerful ally for promoting active tourism in the area. To learn about all the opportunities, register for the April 11 webinar or contact Fiorenza Favero: [email protected]

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