Purpose
The Metadata Information serves as the authoritative reference guide for all data, indicators, and metrics presented in the SPTO Digital Measurement and Benchmarking Dashboard. Its primary purpose is to ensure that all users interpret the data consistently and accurately.
This page supports:
- Transparency in how indicators are defined and constructed
- Standardisation across all SPTO member countries
- Comparability of tourism performance across time and geography
- Accountability in data reporting and usage
- Data literacy by providing clear explanations of technical terms and methodologies
It also strengthens the credibility of SPTO's regional tourism intelligence system by aligning with the Pacific Sustainable Tourism Indicators Framework (PSTIF), SPTO Digital Strategy 2020 – 2025 and Pacific Tourism Statistics Strategy 2020 – 2030.
Scope of Metadata
This metadata information applies to all datasets and indicators presented within the dashboard, covering both quantitative and qualitative data sources.
The indicators were classified into three categories based on availability: Basic, Intermediate and Advanced. The Basic dataset was used initially for benchmarking due to current limitations in data availability and consistency across SPTO member countries. It represents the most reliable and widely available information that can be consistently sourced from all countries, ensuring inclusive and comparable regional benchmarking despite varying levels of statistical capacity. In contrast, intermediate and advanced datasets are intended for future collection and use as countries develop stronger data systems and more detailed information becomes readily available.
The indicator classifications and complete meta information are presented in the tables below.
Key — colour classification
| Colour | Classification |
|---|---|
| Green | Basic Dataset |
| Peach / light orange | Intermediate Dataset |
| Red | Advanced Dataset |
Economic Metadata
| Indicator | Disaggregation requirements | Definition | Calculation Method |
|---|---|---|---|
| International Visitor Arrivals | Gender, Nationality, Country of Residence, Purpose of Visit, Destination | The measure refers to the total number of international visitors entering a destination during a given reporting period. A visitor is defined as someone travelling outside their usual environment for less than a year, for purposes other than employment in the country visited. Visitors are classified as tourists if they stay overnight, or as same-day visitors if they do not. An international visitor is a non-resident travelling in the country of reference or a resident travelling abroad, provided the trip is for tourism. | Total recorded international arrivals within the reporting period |
| International Visitor Length of Stay | Gender, Nationality, Country of Residence, Purpose of Visit, Destination | This indicator tracks the average number of nights international visitors stay. It is a key measure for tourism businesses, as longer stays increase occupancy rates, boost returns on promotional investments and benefit a wide range of local enterprises. However, extended stays also intensify the use of local resources such as water and energy and can heighten environmental and social impacts on the destination. | Total international visitor nights stayed ÷ Total number of international visitors |
| International Visitor Expenditure | Nationality, Country of Residence, Purpose of Visit, Destination | This indicator measures the average expenditure of international visitors, which is central to evaluating tourism's economic contribution. Visitor spending provides estimates of tourism's impact on the economy and employment and supports policy decisions related to increased visitor numbers. Where possible, expenditure data should be broken down by nationality, country of residence, purpose of visit, and destinations visited. | Total international visitor expenditure ÷ Total number of international visitor arrivals |
| Tourism Contribution to GDP | None | This indicator measures tourism's direct GDP as a share of total GDP, reflecting the sector's economic contribution and how effectively tourism is managed and promoted. To provide a fuller picture, it should be complemented by social indicators (such as employment) and environmental indicators (such as energy use and greenhouse gas emissions), which can be broken down for deeper analysis. | (Tourism GDP ÷ Total GDP) × 100 |
| Tourism Businesses | Industry, Business Size, Geographic Location | This indicator calculates the share of tourism-related businesses compared to all businesses across industries. It highlights the importance of tourism in the destination's economy. While the number of tourism businesses alone may not reflect the industry's overall health — since many could be small enterprises — it becomes more meaningful when combined with other indicators, such as tourism employment, to assess sector growth. It also shows the degree of local economic dependence on tourism. | (Total number of registered businesses in tourism ÷ Total number of registered businesses) × 100 |
| Accommodation Occupancy | Business Size or Type of Accommodation Establishment, Geographic Location | This indicator measures the occupancy rate in commercial accommodation. The occupancy rate provides a measure of rooms and/or beds rented out by tourism accommodation establishments compared to how much total room/bed space is available. This can be derived at a point in time or over a reference period. | (Number of occupied rooms ÷ Total number of rooms available) × 100 |
| Government Expenditure on Tourism | None | Government Expenditure on Tourism is the total funding made available to the National Tourism Office for its operations and to deliver programs and services on behalf of the Government. It excludes capital expenditure investment in improving and developing infrastructure. | Total government expenditure on tourism ÷ Total number of international visitor arrivals |
| Domestic Tourism | None | Number of domestic tourism trips taken by residents within the country. | Total recorded domestic trips |
Environmental Metadata
| Indicator | Disaggregation requirements | Definition | Calculation Method |
|---|---|---|---|
| Energy Use – Accommodation Sector | Business Size | Average energy consumption per accommodation establishment or per guest night. | Total energy consumption ÷ guest nights |
| Renewable Energy Use – Accommodation Sector | Business Size | This indicator measures the share of tourism accommodation establishments that use renewable energy. Renewable energy comes from naturally replenished sources such as sunlight, wind, geothermal, hydropower, ocean energy, and biomass. Unlike fossil fuels (coal, oil, and gas), which take millions of years to form and release harmful greenhouse gases when burned, renewable sources provide cleaner, sustainable energy options that reduce environmental impact. | (Number of tourism accommodation establishments using renewable energy ÷ Total number of accommodation establishments) × 100 |
| Water Use – Accommodation Sector | Geographical Location | This indicator measures water consumption by international visitors in tourism accommodation establishments, reflecting the sector's reliance on water resources and associated risks such as scarcity, cost, and regulation. It is expressed per visitor night to show usage intensity, where higher values indicate greater resource demand. Reducing water use through behaviour change and improved efficiency supports sustainability, and consumption should be assessed in relation to the availability of local water resources. | Water use by tourism accommodation businesses ÷ Total number of international visitor nights |
| Emissions – Accommodation Sector | None | This indicator measures greenhouse gas (GHG) emissions per international visitor night in tourism accommodation establishments. It shows the sector's contribution to climate change and highlights risks such as regulatory or reputational exposure from high emissions. Greater emissions indicate a stronger impact, while supply-side changes — like shifting to cleaner energy sources — can reduce emissions and lower the tourism sector's environmental footprint. | Greenhouse gas emissions by tourism establishments ÷ International visitor nights |
| Waste – Accommodation Sector | None | Total waste generated by accommodation establishments. | Total waste generated per establishment |
| Tourism Density | Geographical Location | This indicator measures the number of international visitors per hectare of habitable land, serving as a proxy for the environmental pressure tourism places on a destination. Visitors consume resources, generate waste and emissions, and engage in activities that can degrade the environment. The measure relates to the concept of carrying capacity, defined as the maximum number of people a destination can host without harming its physical, economic, or socio-cultural environment, or diminishing visitor satisfaction. | Annual number of international visitor arrivals ÷ area of habitable land |
| Environmental Protection Measures | Terrestrial and Marine, Type of Protected Area | This indicator measures the share of a country's area designated as protected, whether marine or terrestrial. Protected areas, as defined by the IUCN, are clearly defined spaces managed through legal or effective means to ensure long-term conservation of nature, ecosystem services, and cultural values. | (Total area of protected areas ÷ Total area of country) × 100 |
Social and Cultural Metadata
| Indicator | Disaggregation requirements | Definition | Calculation Method |
|---|---|---|---|
| Tourism Intensity | Destination | Tourism intensity is the ratio of international visitors to the permanent resident population, expressed per 100 residents. It indicates tourism pressure by showing how visitor numbers affect population size and relates to carrying capacity — the threshold of tourist traffic a destination can sustain without negative impacts. High tourism intensity is most common in destinations with small resident populations. | (Number of international visitors ÷ Total resident population) × 100 |
| Tourism Seasonality | Nationality, Country of Residence, Destination | Tourism seasonality refers to fluctuations in visitor arrivals caused by factors such as climate, events, travel costs, and socio-demographic patterns. These variations can lead to overcrowding and resource strain during peak periods, and reduced services and employment opportunities during low seasons, posing challenges to sustainable tourism development. Seasonality is measured using ratios, where 1 indicates no seasonality, and higher values (e.g., 4 for quarterly or 12 for monthly data) indicate a higher concentration of arrivals in a single period. | Number of international visitors (largest quarter) ÷ Average quarterly number of international visitors |
| Tourism Employment | Gender, Formal/Informal Sector, Industry, Disability, Local and Expatriate, Geographic Location | This indicator measures the proportion of total employment in tourism-related industries. Tourism is an important source of jobs and income in the Pacific, supporting both formal and informal sectors. However, the quality of employment varies, with year-round, well-trained, and inclusive jobs having a greater positive impact on community wellbeing than seasonal or low-wage employment. | (Number of people employed in the tourism industry ÷ Total number of people employed) × 100 |
| Community Perceptions of Tourism | Gender, Employment Status, Geographic Location | Community Perception of Tourism measures the percentage of local residents who support tourism development. It reflects whether tourism activity and growth are seen as improving or harming quality of life. While tourism can bring economic benefits through jobs, business opportunities, and revenue, it may also increase living costs or alter lifestyles. This indicator captures the balance of these impacts by showing the proportion of the community that favours tourism activity and development. | (Number of local population supportive of tourism development ÷ Total permanent resident population) × 100 |
| International Visitor Satisfaction | Nationality, Country of Residence, Destination | Tourism Satisfaction measures the percentage of international visitors who are satisfied with their overall destination experience. Visitor satisfaction is vital for sustainable destination management, as happy tourists are more likely to return and recommend the destination to others, including through social media. This generates increased visitor spending and supports job creation in the tourism sector. | (Number of satisfied visitors ÷ Total international visitors) × 100 |
Digital Marketing Indicators
Website metrics
| Indicator | Description |
|---|---|
| Ave. Engagement Time – Per Channel | Average engagement time broken down by Session Default Channel Group. UA: Organic Search, PPC, Social, Referral and Direct. GA4: Organic Search, Paid Search + Display, Organic Social, Referral and Direct. |
| Views – Per User | Average number of page views per unique user during the selected time period. |
| Views – Per Session | Average number of page views per session during the selected time period. |
| Outbound Clicks Per User | Total number of 'click' events during the selected time period (if using GA4). |
| File Downloads Per User | Total number of 'file download' events during the selected time period (if using GA4). |
Email metrics
| Indicator | Description |
|---|---|
| Subscribers | Total number of email subscribers — consumer market only. |
| New Subscribers | Total number of new email subscribers gained over the reporting period. |
| Number of Email Sends | Total number of emails sent (email campaigns × audience size). |
| Unsubscribe Rate | Average % of users that unsubscribed following all email campaign sends. |
| Click Rate | Average click-through rate for all consumer email campaigns sent during the reporting period. |
Social metrics
| TikTok | ||
|---|---|---|
| Total Followers | Total Followers | Total Followers |
| New Followers | New Followers | New Followers |
| Post Engagement | Post Engagement | Total Videos Published |
| Post Reach | Post Reach | Unique Viewers |
| Total Posts Published | Total Posts Published | Total Likes |
| Total Video Posts Published | Total Video Posts Published | Total Comments |
Total likes and total comments on TikTok are used to calculate an overall engagement rate = no. of posts ÷ (likes + comments) × 100.
Social metrics (optional)
| Total Followers | Total Followers |
| New Followers | New Followers |
| Post Engagement | Post Engagement |
| Post Reach | Post Reach |
| Total Posts Published | Total Posts Published |
| Total Video Posts Published | Total Video Posts Published |
Paid media
Each row reports Impressions, Spend ($) and Clicks.
| Channel type | Platform |
|---|---|
| Search | Google Ads (Search only) |
| Search | Microsoft / Bing |
| Search | Other (everything else) |
| Display | Google Ads |
| Display | Microsoft / Bing |
| Display | Other (everything else) |
| Video | Google Ads (Video only) |
| Video | Other (everything else) |
Paid social
Each row reports Views / Impressions, Spend ($) and Clicks.
| Platform | Status |
|---|---|
| Meta Ads (Facebook & Instagram) | Standard |
| Standard | |
| TikTok | Standard |
| Optional | |
| Snapchat | Optional |
| Optional | |
| Other | Optional |
Benchmarking Methodology
Step 1 — Normalisation (log transformation)
- Used to standardise indicator values across countries with large differences in scale
- Reduces the influence of extreme values (outliers)
- Enables fair comparison between small and large economies
- Compresses high values while maintaining ranking order
- For indicators where lower values indicate better performance, scores are inverted
Step 2 — Weighted domain scoring
The final benchmark score is based on four equal domains:
- Economic (25%)
- Environmental (25%)
- Socio-Cultural (25%)
- Digital Marketing (25%)
Additional principles:
- Ensures balanced representation of sustainability and digital performance
- Each domain score is derived from the average of its indicators
- Promotes holistic tourism performance assessment across multiple dimensions
Step 3 — 6-tier benchmarking classification
- Countries are grouped into performance tiers based on final scores
- Tier 0: Insufficient or incomplete data for benchmarking
- Tiers 1 – 5: Ranked performance levels based on benchmark scores
- Enables comparison across countries and tracking performance improvement over time
- Supports identification of capacity gaps and areas for development
- Integrates both Digital Marketing and Sustainable Tourism Indicators (STI) into one framework
Tier classification (dashboard scoring)
Each country's final score places it in one of the following performance tiers:
| Final Score | Tier |
|---|---|
| ≥ 80 | Tier 5 – Top performing |
| 60 – 79 | Tier 4 – Advanced |
| 40 – 59 | Tier 3 – Maturing |
| 20 – 39 | Tier 2 – Developing |
| < 20 | Tier 1 – Emerging |
Data Sources
- National tourism statistics submitted by Pacific Island Countries and Territories
- Digital Marketing performance data collected by SPTO
- Country data-collection portal: countries submit updates directly via a secure online form
Data Governance and Quality Assurance
SPTO applies a structured data governance framework to ensure that all indicators within the dashboard are reliable, valid, and fit for purpose.
Governance principles
- Integrity: Data must be accurate, consistent, and free from manipulation
- Transparency: Methodologies and assumptions must be clearly documented
- Consistency: Standard definitions are applied across all member countries
- Accountability: Clear responsibility assigned for each stage of the data lifecycle
Quality assurance process
- Data collection validation — initial checks conducted by National Tourism Organisations (NTOs)
- SPTO review — data undergoes internal validation for completeness and consistency
- Standardisation — alignment with PSTIF definitions and SPTO indicator manuals
- Cross-country comparability check — ensuring uniform application of methodologies
- Final approval — data approved by the SPTO Research and Statistics Division prior to publication
Roles and responsibilities
- SPTO: Regional coordination, standard setting, validation, and reporting
- Member Countries (NTOs): Primary data collection and initial validation
Limitations
While the dashboard provides a comprehensive regional view of tourism performance, several limitations must be acknowledged:
- Data gaps: Not all countries are able to report all indicators consistently each year
- Reporting lag: Time delays may occur between data collection and publication
- Methodological differences: Variations in national statistical methods may affect comparability
- Survey limitations: PTDI survey data may be affected by sample size, timing, or respondent bias
- Digital data constraints: Access to platform-level analytics (e.g., Google, Meta) may vary by country or institution
- Resource constraints: Some member countries may have limited capacity for frequent data updates
Refresh Schedule
- The dashboard refreshes quarterly (or manually as and when required) from the central Google Sheet that backs it.
- Country submissions made via the data-collection form appear in the dashboard after the next scheduled refresh.
- The last refresh timestamp is visible on the top navigation bar of each page.
Governance and Data Stewardship
- Data custodian: Pacific Tourism Organisation (SPTO), Level 3, FNPF Place, 343–359 Victoria Parade / Private Mail Bag, Suva, Fiji
- Platform owner: SPTO Research and Statistics Division
- Methodology oversight: SPTO Research and Statistics Division
Last updated 8 September 2026