Palm Springs, California: Identifying and Prioritizing Tourists and Tourism Market

palm springs tourists looking at map

In a still recovering economy, marketing budgets are tight and every dollar must deliver a measurable return on investment. The City of Palm Springs, Calif. – famous for year-round “fun in the sun” – wanted to make its marketing programs more efficient and effective through smarter targeting of potential tourists. To reach that goal, Palm Springs tapped Buxton to identify who visits the city, where they are coming from and how they are spending their money.

Journey Consideration Persona Tourism/CVB