Analyzing Inbound Tourism for defining new markets


Analyzing Inbound tourism is essential for the Retail, Travel and Hospitality Industries for better understanding tourism flows and creating marketing strategies for specific countries.

I found the raw data for this in spreadsheet format from the UNData site at http://bit.ly/1jT7b7H

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The spreadsheet download from UNData isn’t in a format that supports analysis, so the next step was really to use Power Query and convert it to a tabular format suitable for Data Analysis:

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The first step that I did was format the data as a table with headers. I also noticed that each country had multiple rows associated with it showing Arrivals, Departures and other data. I used the FIll Down option in Power Query to fill this and associate each line with a country

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I did some cleansing of the data using Power Query and then also did an UnPivot operation on it so that I could look at information on any country for any year:

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The resulting table had a code for every country and I wanted a mapping of the code to the country name. To do this, I used Power Query again to create a new table with just the code and associated country name.

The first step was to Fill Down the codes :

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And then Remove all the additional columns and leave only the Code and Country columns:

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Once this was done, the next step was to filter out the rows that had metrics and leave behind only the Country names:

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And finally establish a link between the two tables using PowerPivot:

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Here is an interactive visualization with the Data. You can use the filters to filter out years and country:

Here is a link to a full screen visualization: http://bit.ly/1omSTPX


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