VisitBritain’s measurement journey: how our qualitative KPIs have served us well in a disruptive year

VisitBritain, the tourist board of the UK, developed a centralised measurement system to focus on performance.

VisitBritain's measurement journey: how our qualitative KPIs have served us well in a disruptive year

This case study reveals how VisitBritain, the tourist board of Great Britain, had already started its journey towards measurement maturity when the pandemic struck, and explains why its shift from volume-based PR metrics to qualitative KPIs did not d

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