At MADISON Travel & Tourism, we believe tourism isn’t just managed or promoted—it’s researched. Behind every visitor lies valuable data that helps design better experiences, position destinations more effectively, and anticipate global trends.
Our international studies are essential tools for governments, brands, and territories seeking to make evidence-based decisions. Here are some of our most impactful projects:
Recommended featured studies
International tourism demand study
This study allows us to understand what motivates tourists, which destinations they remember, and what factors influence their travel decisions.
- Objective: Analyze how a specific country is positioned as a tourist destination compared to its competitors.
- Methodology: Online surveys targeting international travelers aged 18+.
- Key Indicators: Brand awareness, travel intent, repeat visits, recommendations, motivations, barriers to entry, tourism spending.
Evaluation of international advertising campaigns
We measure how tourism advertising generates desire, recall, and conversion on a global scale—showcasing how storytelling can embed a country in the traveler’s mind.
- Objective: Assess the effectiveness of a tourism campaign and related marketing actions.
- Methodology: Online surveys (1,000+ per country).
- Indicators: Ad recall, brand awareness, message resonance, influence on travel intent, creative evaluation, event impact, competitive positioning.
Country brand perception study
This study uncovers how a country is perceived as a tourist destination and which communication elements create the strongest impact
- Objective: Evaluate the country’s international image following promotional campaigns.
- Methodology: Online surveys across multiple countries + in-depth interviews with industry experts.
- Indicators: Brand recall, message clarity, motivation generated, association with brand values.
International sector-specific studies
These studies provide insights into visitor behavior, service quality, product/event impact, and real-time improvement opportunities.
MICE Tourism
Wine & Culinary Tourism
Language Tourism
Visitor Experience
Methodologies that inspire confidence
- Online, phone, and in-person surveys.
- Focus groups and in-depth interviews.
- International panels and brand tracking.
- Social listening and digital reputation analysis.
- Benchmarking techniques.
- Quantitative and qualitative analysis.
- Experience measurement tools (CEM, Voice of the Customer, Mystery Guest)
If Your Destination Wants to Make Data-Driven Decisions…
At MADISON Travel & Tourism, we help territories and brands turn information into strategy. Because truly knowing your visitor is the first step to winning their heart.
Want to position your destination in the international market? Let’s talk.