PilOT, The Project Behind The Touristicity Index

Mathieu Daubon, Laurent Botti and Pierre Bouton joined us at X. Festival 2021 to discuss the PilOT project.

ADN was established in 2020. It intends to bring together DMOs representing French local, regional and national territories. ADN is a network of over a thousand DMOs. They work with more than 11 thousand people, of whom 78% are women. As Mathieu discussed, ADN’s ambition is to offer an innovative and quality service and develop a partnership with governments and its operators as well ad the private sector. Innovative tourism and respecting the environment and the territories are core for ADN tourism.

Mathieu Daubon (Project Manager of ADN Tourism), Laurent Botti (Professor in tourism management) and Pierre Bouton (Director at the Federation of Tourism Offices of Brittany) joined us at X. Festival 2021 to discuss the PilOT project.

ADN was established in 2020. It intends to bring together DMOs representing French local, regional and national territories. ADN is a network of over a thousand DMOs. They work with more than 11 thousand people, of whom 78% are women. As Mathieu discussed, ADN’s ambition is to offer an innovative and quality service and develop a partnership with governments and its operators as well ad the private sector. Innovative tourism and respecting the environment and the territories are core for ADN tourism.

The speakers then provided a detailed overview of the PilOT project. The speakers referred to PilOT as a collaborative project concerning the competitiveness and performance of DMOs with two specific aims:

  1. Competitiveness
  2. Performance evaluation via KPI and benchmarking procedures on various scales, namely national, university departments and regional.

As such, PilOT can be briefly introduced as a Performance Measurement System (PMS).

The speaker then explained the Theoretical background behind PilOT, which was predominantly based on competitiveness models and efficiency literature, including Ritchie & Crouch (3003), WEF TTCI (2019) and inputs-outputs models.

PilOT functions through a 3 step system from data collection, data treatment to benchmarking. Internal data (financial and non-financial) and insights on overnight stays are included and then processed into a dashboard for collective analysis. PilOT offers a categorised model for tourism indexes, including:

  1. Hospitality infrastructure (commercial and non-commercial beds) (max= 25 points)
  2. One-day visits offer, attendance of paying send non-paying places (max= 30 points)
  3. Attractions of the destination (max= 51 points)
  4. Accessibility and access (max= 25 points)

The indexes above together shape the touristicity index.

Pierre continued with an explanation of the use indexes for the Brittany region, where the data reflects 20 DMOs. The indexes were employed to compare benchmarks for Dinan and compare it to France and the Brittany region to evaluate KPIs.

To conclude, the speakers reiterated the fact that data on its own is not the goal. The strategy is the optimum goal that should be emphasised. Data provides the stakeholders with the tools to train and work towards strategic objectives.

Key Takeaways

1. The PiLOT project is a great example that demonstrates the advantages of collaboration between multiple sectors in tourism.

2. Access to data indexes allows Performant Evaluation via KPIs at different scales. Indexes allow comparing tourism performance of different regions together and with national figures

3. Data on its own is not the optimum goal. It provides stakeholders with the tools to build efficient strategies.

Published on:
December 2021
About the contributor

Pierre Bouton

Formerly working as the Director of the Alençon Tourist Board, Pierre Bouton is now at the head of the Federation of Tourist Offices of Brittany (OTB). He represents various regional or national bodies and oversees the administrative and financial management of the OTB.

Mathieu Daubon

Project manager in national tourism federation since 2013. Helping the 1200 french DMO in several matters: professional training, business management, tourism foresight...

Laurent Botti

Laurent Botti is a professor at the University of Perpignan, School of Management. His researches deal with performance measurement with Multi-Criteria Decision Aid (MCDA) methods (i.e. ELECTRE, DEA, etc.) and concerns the tourism sector (especially Destination Management Organisations).