Reading Your Analytics Dashboard
Your analytics dashboard brings together the key numbers you need to understand your tourism business performance. This guide helps you make sense of what you're seeing and how to use it.
Getting to your dashboard
Click Insights Hub from the main menu
Select Visitor Analytics from the hub navigation
You'll land on a dashboard showing visitor data, trends, and performance metrics.
Understanding the summary cards
At the top of your dashboard, you'll see summary cards showing your key metrics at a glance:
Visitor numbers
Total trips — the number of visitor trips in your selected period
Million trips — displayed in millions for easier reading (e.g., "2.5M" means 2.5 million trips)
Economic impact
Economic impact — total visitor spending in your region
Per visitor — average spending per visitor
Per night — average daily spending rate
Stay duration
Total nights — combined nights stayed by all visitors
Nights per trip — average length of stay
Using the filters
Filters help you focus on specific segments of your visitor data:
Location filters
State/Territory — view data for a specific state
Sub-Region — drill down to specific areas within a state (appears after selecting a state)
Time filters
Year — select the year you want to analyse
Quarter — focus on specific quarters (Q1 = Jan-Mar, Q2 = Apr-Jun, etc.)
Visitor filters
Data Source — choose between NVS (domestic) or IVS (international) data
Visitor Type — filter by purpose: Holiday, Business, VFR (visiting friends and relatives)
Transport — filter by how visitors travelled (car, aircraft, bus, etc.)
Reading the charts
Trips by Region chart
This bar chart shows visitor numbers by location:
Taller bars = more visitors
Hover over bars to see exact numbers
When viewing a sub-region, the chart shows quarterly trends instead
Visitor Types pie chart
Shows the breakdown of why people visit:
Holiday — leisure travellers
Business — work-related travel
VFR — visiting friends and relatives
Other — education, medical, events
Age Distribution chart
Displays visitor age groups:
Helps you understand your demographic mix
Use this to tailor your marketing messages
Identify which age groups you might be missing
Gender Split chart
Shows the proportion of male and female visitors:
Displayed as percentages
Helps with targeted marketing decisions
Transport Mode chart
Reveals how visitors reach your destination:
Car/4WD — typically the largest segment for regional areas
Aircraft — important for remote destinations
Bus/Coach — often group travel and tours
The AI Insights box
Look for the insights box with a sparkle icon. This provides:
Plain-English explanations of your data
Key takeaways based on your current filters
Comparisons and context to help you understand the numbers
The detailed data table
Below the charts, you'll find a data table with:
Region-by-region breakdown
Visitor types and demographics
Specific trip, night, and spending figures
Average stay and per-trip spending
Scroll horizontally to see all columns on smaller screens.
Tips for reading your dashboard
Start with the big picture — look at summary cards first
Compare periods — use quarter filters to spot seasonal patterns
Drill down — click into sub-regions for more specific insights
Consider context — external factors (events, weather, COVID) affect numbers
Focus on trends — single data points can mislead; look for patterns
What the numbers mean for your business
High visitor numbers, low spending
Visitors might be passing through rather than staying
Consider developing experiences that encourage longer stays
Look at your pricing strategy
Low visitor numbers, high spending
You're attracting quality over quantity
Consider how to attract more of these high-value visitors
Your products might suit premium positioning
Seasonal spikes
Plan staffing and inventory around peak periods
Develop off-peak offerings to smooth demand
Adjust marketing timing to capture early bookings
Understanding your data is the first step to making better business decisions.