Tourism Data Category


Search and web traffic data are data generated as users move around the web searching and navigating through websites. This data is typically captured using web analytics. It provides information about views and impressions, how and on which device users are using the site, etc. Although it is not always 100% clear how the linked providers calculate the indicators, the figures can be used to support decisions.

Search traffic data can show trends and developments, and the mentioned tools can provide insight into overlooked search terms.

Search Data

Google is the search engine with the highest market share, around 91% worldwide. The company has been publishing indexed search volumes on Google Trends for years.

Market Share of Search Engines

For search engine marketing, it is essential to know which search engine is present in which market. Similarweb and Statscounter provide useful charts about the search engine market share in various countries.

Web Analytics

Web analytics collect data on user behaviour on websites and apps. Often metrics such as impressions, visits, clicks and conversions are tracked and visualized. To name a few popular tools: Google Analytics, Matomo, Adobe Analytics, Open Web Analytics

Some of the web analytics tools mentioned above also provide benchmarking data, which allows you to compare yourself with other companies or industries. Another source of benchmarking information is Similarweb, which provides insights and web traffic information about any other website on the internet.


For search engine marketing as well as organic traffic, it is essential to know and use the right keywords on a website. Popular keywords used in search engines are suggested by keyword tools. Below some tools are linked and described:

Keyword Sheeter

Keyword generator: The website Keyword Sheeter provides a huge number of alternatives for a given keyword.

AdWord & SEO Keyword Permutation Generator

AdWord & SEO Keyword Permutation Generator: This tool simplifies the process of combining different keywords into all possible combinations.


The site AnswerThePublic searches for often-asked questions in the autocomplete of Google and other search engines and uses this data to find often-searched questions, often-used prepositions and comparisons based on a given keyword.

Keywords Everywhere

Keywords Everywhere is a browser add-on which provides information on keywords directly integrated into the Google search. The add-on offers a free and paid plan. In the latter one, additional information about the search volume, CPC and competition score and trend are visible.

Google Search Console

The Google Search Console can be used to find search terms that lead to your website.

Google Keyword Planner

The Google keyword planner supports you in finding keywords based on a URL and also suggests alternative keywords for a given keyword.

Data Source missing?

Do you know other tourism-related data sources which are not mentioned above?
Inputs about further data sources are welcome. Please contact us.

This website was created as part of Resilient Tourism Project (Suproject 1: - National Data Infrastructure for Tourism).  Resilient Tourism is one of 15 flagship projects approved and supported by the Innosuisse- Swiss Innovation Agency. Flagship projects are systemic and transdisciplinary innovations that are central to current and future economic and social challenges in Switzerland.