Counties Learn How Tourism Turns Clicks Into Cash

At MACo’s Winter Conference industry experts discussed the intersection of technology and tourism.

Tourism is an important part of Maryland’s economy, from the mountains of Western Maryland to the waters of the Chesapeake and everywhere in between. In recent years, technology has become an irreplaceable tool for tourism, and the data which that technology generates holds endless opportunity to support economic development.

One of the biggest takeaways from this session was the discussion on cellphone data. This data is used not just in tracking where tourists frequent, but also where they are coming from. The cellphone provides arguably the largest and best source of information on who not only is frequenting you area, but also on how to keep them coming back.

Title: Data, Data Everywhere: How Tourism Turns Clicks Into Cash

Description: From sales tax reports, to advertising click-through rates and visitation figures, to credit card zip code analysis, the amount of data generated by the tourism industry has multiplied exponentially in the last twenty years. Learn how today’s tourism leaders are navigating this wealth of information and mining it to maximize effectiveness and stretch budgetary dollars, all while bringing in state and local tax dollars, creating jobs, and supporting economic development. This panel session will include case studies demonstrating how tourism leaders from across Maryland are using data analysis to guide decisions and measure results.


  • Liz Fitzsimmons, Managing Director, Department of Commerce Office of Tourism and Film, State of Maryland
  • Cassandra Vanhooser, Director of Economic Development and Tourism, Talbot County
  • Daniel P. Spedden, President, Hagerstown/Washington County Convention and Visitors Bureau
  • Mia Blom, Director of Government & Community Affairs/Executive Director Visit Baltimore Education & Training Foundation, Visit Baltimore

Moderator: The Honorable Johnny Mautz, Maryland House of Delegates, MD State Senator-elect

More about MACo’s Winter Conference: