ABSTRACT
In an era where data is likened to the lifeblood of innovation, its role in the cultural and natural heritage sectors emerges as both pivotal and transformative. Beyond being a mere repository of information, data in tourism is akin to a compass, guiding strategies and illuminating paths previously unexplored. This chapter delves into the rich tapestry of cultural and natural heritage, illustrating how the strategic utilisation of data is not just beneficial but essential. The focus here is on collection of visitor data, and we approach a number of practical concerns, including how to design and implement a survey at a heritage site. In doing this, we present challenges related to the design of a survey, logistics, response biases, frequency, and seasonality. These considerations are complemented with suggestions on how to overcome data limitations by using data scraping algorithms or novel data sources. Finally, we provide examples for data-based storytelling by highlighting a couple of examples to illustrate what can (or cannot) be reliably deducted from data, and how to interpret it.
