Zartico raises $20M to help destinations make sense of visitor data

Zartico, a Utah-based company that helps destination management organizations make data-driven decisions, has raised $20 million in Series A funding.

The round was led by Arthur Ventures with participation from Peterson Partners.

Founded in March 2020, Zartico has raised a total of $24.5 million and says it has more than 180 customers, including Visit North Carolina, Travel Alaska and the Greater Miami Convention and Visitors Bureau. 

“The visitor economy contributes 10% to the global GDP, yet it is one of the last to embrace big data and analytics, relying instead on quarterly and yearly reports that are almost instantly outdated,” says Sarah Lehman, CEO of Zartico.

“By layering and analyzing rich datasets, we provide some of the world’s most popular destinations with insight into where their visitors are coming from and the attractions driving the most interest, enabling them to better market and more importantly, manage their visitor economy more effectively.”

Zartico captures anonymized data regarding visitors’ geolocation, spending and event participation and analyzes that in combination with both publicly available data and data from sources such as social platforms and CRM systems.

The company says it will use the financing to expand its engineering and product teams, grow its capabilities and data sets and add new markets such as airports and sports venues.

“Smart destinations represent an $18 billion market and the company that can provide the most detailed and actionable data around diverse visitor economies will surely capture this massive opportunity,” says Ryan Kruezinga, general partner at Arthur Ventures and new Zartico board member. 

“Zartico is well positioned to accomplish this, as not only does it have the industry’s most advanced analytics, but also the domain expertise to win the trust of tourism destinations across the country.”