Monitoring & Evaluation

In the pursuit of effective destination management, robust monitoring and evaluation (M&E) practices serve as indispensable tools for assessing progress, driving informed decision-making, and ensuring accountability. By establishing a comprehensive framework that includes baseline data, key performance indicators (KPIs), and target goals, the Tourism Cluster of Oni can systematically measure the success and impact of its initiatives. Quarterly and annual reporting mechanisms provide opportunities for transparent communication with funders and stakeholders, facilitating ongoing dialogue and alignment of objectives. 

Key tourism indicators are currently very limited, with mostly national level statistics available and broad generalizations for local destination numbers. Through diligent tracking of key tourism indicators sourced from diverse channels, including official government statistics and local stakeholders, the Cluster can gain valuable insights into visitor behaviors and trends, enabling strategic adjustments and optimization of marketing efforts. In addition, primary data can be collected through the new Discover Oni website, social media channels and the Tourist Information Center. This commitment to data-driven evaluation underscores dedication to continuous improvement and the realization of its vision for sustainable tourism development.

Indicators, Baseline Data & Target Goals

One of the first activities the initiative will want to complete when diving into the Action Plan is to develop a KPI tracker (template provided in the Resources), establish target goals and gather baseline data. 

1. Indicators are specific metrics or measures that provide insight into the performance or impact of a program or project. They are often quantifiable and serve as markers of progress towards desired outcomes. In the Action Plan Matrix, some indicators were identified for each of the proposed actions, but more may be identified and included in the tracker. These indicators can also be set for an overarching destination success level, regularly assessing the environmental, social, and economic impacts of tourism on the region as a whole. Direct contribution of tourism to gross domestic product (% of GDP) and visitor arrivals are good examples of this type of indicator. 

2. Baseline data refers to the initial measurements or data points collected before the implementation of a program or project. It serves as a reference point for comparison and helps establish a starting point from which progress can be tracked. 

3. Target goals, on the other hand, are the desired outcomes or objectives that organizations aim to achieve within a specific timeframe. These goals are often set based on analysis of baseline data and are used to guide and measure the success of interventions. 

Together, indicators, baseline data, and target goals form the foundation of a robust M&E system, enabling organizations to assess performance, track progress, and make informed decisions to drive positive change.

Continue on to the ➡️ Resources page.