#United States #Salt Lake City #Zartico #U.S. Travel #Destination Intelligence

A New Era in Destination Intelligence

In a significant development for the travel industry, the U.S. Travel Association has joined forces with Zartico, a leading technology company specializing in tourism data analytics. This strategic partnership aims to enhance destination intelligence capabilities across the U.S. Travel membership network, which includes over 400 Destination Marketing Organizations.

The Partnership Overview

On June 17, 2026, the two organizations announced their collaboration, committing to launch joint research initiatives that focus on destination trends and visitor behavior analysis. By leveraging advanced data science and artificial intelligence, the partnership intends to provide timely insights that will empower stakeholders throughout the travel ecosystem.

Jay Kinghorn, Chief Innovation Officer and Co-founder of Zartico, emphasizes the need for actionable intelligence in the tourism sector, stating, "Destinations today need more than data. They need clear, actionable intelligence that helps them understand their visitors and communicate tourism's value to their communities." He further noted that working with the U.S. Travel Association will allow Zartico to explore innovative data-driven methods to strengthen the industry.

Goals of the Collaboration

The partnership is geared towards several key initiatives, including:

• - Distribution of Insights: Joint efforts will be made to showcase the value tourism brings to various destinations, further advocating the economic impact of travel.
• - Methodology Improvement: Continuous refinement of research methodologies and impact measurement will ensure high-quality data that can drive strategic decisions.
• - Exploration of New Opportunities: The collaboration will investigate emerging trends in destination analytics, which will allow member organizations to adapt to shifting travel patterns and economic landscapes.

Joshua Friedlander, Vice President of Research at U.S. Travel Association, shared his thoughts on the collaboration. He declared, "High-quality data and research are critical to understanding the evolving dynamics of travel and demonstrating the industry's economic impact. Working with Zartico provides an opportunity to explore innovative analytical approaches and deepen the insights we can deliver to our members and the broader travel industry."

The Future of Travel Data

By combining the strengths of Zartico's advanced analytics capabilities with the U.S. Travel Association's leadership and advocacy, the partnership looks poised to improve destination performance insights further. It aims to help travel organizations better measure tourism's contribution, identify new growth opportunities, and make informed decisions that foster long-term industry growth.

About the Partners

Zartico: Founded in 2019 and headquartered in Salt Lake City, Utah, Zartico is known for its ability to transform complex data into actionable intelligence. The company has quickly gained trust from numerous Destination Marketing Organizations by providing a clear view of visitor behavior and helping them fuel strategic growth and marketing efforts.

U.S. Travel Association: This non-profit organization is dedicated to representing the $1.3 trillion travel industry in the United States. It focuses on producing valuable programs, insights, and advocacy to stimulate travel both to and within the country.

Conclusion

As the travel industry continues to evolve, the collaboration between the U.S. Travel Association and Zartico represents a significant step forward in harnessing intelligence for better decision-making. By leveraging data and research, both organizations are not only prepared to navigate current challenges but are also paving the way for a more robust future in travel.