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Visit Madison rolls out CRM and pursues cruise, group-tour opportunities
Summary
Visit Madison staff presented marketing and analytics updates, announced a CRM rollout (Whereabouts by Tourism Tech) to let partners claim listings, and said American Cruise Lines is planning roughly 13–14 visits next year; staff also proposed an all-events community calendar to improve coordination.
Visit Madison staff told the Davis County Board of Tourism they are implementing a new customer relationship management platform and stepping up efforts to capture group and cruise business.
Sarah (marketing staff) described a new Mary Madison brochure and ongoing earned-media tracking of articles and social posts. She announced the organization is implementing a CRM called "Whereabouts," provided by Tourism Tech, which will allow tourism partners to claim and update their own listings and reduce manual data entry. "We've been researching and vetting this for over a year now, and [we're] really excited about putting that in place to improve internal and external efficiencies," Sarah said.
Andrew reported analytics from Fleischer/place-area modules showing strong overnight-trip growth in August and September and said October and early November looked positive. He also said staff have engaged American Cruise Lines and currently have "13, 14 visits for next year," and that JD (a new staff role referenced repeatedly) is working on improving the visitor experience for cruise guests.
Board members discussed creating a consolidated community event calendar (for planning and promotion) and using targeted marketing to capture shoulder-week visitation. Staff said they will finalize an RFP for printing, continue partnership outreach, and share CRM training materials with tourism partners.
The board endorsed continued work on the CRM rollout and requested staff return with implementation timelines and partner-training plans ahead of the 2026 season.
