Explorers’ Edge has launched a new Visitor Intelligence Program to support regional tourism across the Parry Sound, Muskoka and Almaguin regions.
According to officials, the program aims to help communities and businesses better understand visitor movement, spending, event impact, and local tourism opportunities beyond traditional web and social media analytics.
“Website clicks and social media analytics are important, but they only tell part of the story,” said James Murphy, CEO of Explorers’ Edge. “This program is about better understanding the business of tourism: who is visiting, where they are coming from, how they move through our communities, and how tourism activity connects to real business opportunity.”
Officials said the program combines three connected tools, including visitor exit surveys, geo-fencing analysis, and a grassroots B2B push notification program.
The organization said the visitor exit surveys aim to gather feedback from travelers during or shortly after their visit, including where they travelled from, what motivated their trip, how long they stayed, the activities they participated in, and how their visit contributed to the local economy.
Officials said the Geo-fencing analysis aims to provide additional insight into visitor movement patterns using anonymized, aggregated, privacy-compliant, permission-based location data.
Additionally, organization officials said the push notification program aims to help get timely, relevant visitor information directly into the hands of frontline employees, business owners, and tourism partners. Through short video clips delivered directly to participants’ phones, the program will share quick updates on events, visitor tips, local opportunities, transportation, seasonal reminders, and ways businesses can support a better visitor experience.
Officials said the goal is to better understand visitor patterns and tourism trends in a responsible manner that supports local decision-making while respecting personal privacy.
The program was launched in partnership with chambers of commerce, business improvement areas (BIAs), municipalities, and tourism organizations across the region.
“This is not just a data project; it is a collaboration project,” added Murphy. “Our Chambers and BIAs are essential partners because they are directly connected to the businesses that make up the visitor economy. By working together, we can collect better information, share stronger insights, and help local operators make more informed decisions.”
