ABOUT GROUNDSWELL INSIGHTS
Tourism intelligence for the AI era.
The way people discover, evaluate and experience destinations is changing. AI is reshaping how visitors find information, compare options and make decisions, creating new challenges and opportunities for tourism businesses and destination organizations.
Groundswell Insights was created to help them navigate that changing landscape with better information, fresh perspectives and actionable insights.
A different perspective on tourism intelligence
Groundswell Insights uncovers hidden gaps, emerging trends and overlooked opportunities that may be costing tourism businesses and destinations visitors, revenue and growth.
We examine how digital information, AI and visitor perceptions shape travel decisions, uncovering opportunities for businesses and destinations to strengthen their appeal and attract more visitors.
We turn research and evidence into clear, actionable recommendations that help tourism organizations make more informed decisions.
Erin Gifford
Founder & Principal
Meet the founder
Groundswell Insights was founded by Erin Gifford, whose career spans technology, digital media and tourism.
From business development at a technology startup to founding and selling a digital media business, Erin has firsthand experience building businesses and understanding how technology influences consumer behavior.
She brings that perspective to her work in tourism, where years of shaping destination narratives, evaluating visitor experiences and working with communities across Virginia have revealed recurring gaps between what destinations offer and what visitors can readily discover.
Curious what Groundswell can uncover?
Explore our sample Freshness & Authority Checks to see one way Groundswell Insights helps tourism businesses and destinations uncover opportunities for improvement.
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