Skip to content


These pages explore the potential of using data on the internet search behaviour of visitors to inform strategic decision-making relating to tourism destinations.

In particular, they look at Google Trends, which includes information back to January 2004 on searches related to tourism from the world’s most used search engine.

The information here is based on a paper from the Tourism Intelligence Unit (TIU) of the Office for National Statistics (ONS) that was drafted for the Second International Conference on the Measurement and Economic Analysis of Regional Tourism in 2011.

The website for the conference includes links to the original paper, the related presentation and a series of other papers about improving the measurement of tourism and its economic impact.

Content from the Office for National Statistics.
© Crown Copyright applies unless otherwise stated.