Analysis of the digital marketing management of the official tourism media in America

Abstract

Digital marketing in the tourism industry is essential for countries promotion, and organizations must adapt to new technologies to achieve optimal returns and remain competitive in the market. The objective of the research was to analyze the digital management of official media in 15 countries in the Americas. The methodology employed a mixed approach, utilizing tools such as SimilarWeb, GTmetrix, and Page Speed Insights to obtain metrics and assess country participation, overall performance, Lighthouse Performance, and device speed. In the comparative study of official media, a low performance in digital marketing management was observed, highlighting the need to enhance web platforms to attract online visits and increase web traffic. Ultimately, the conducted study demonstrates the importance of digital management in tourism, contributing to increased visibility, improved positioning, and online effectiveness.