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
“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outdated,” says Sarah Lehman, CEO of Zartico.
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“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
“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.”
from JetBlue Technology Ventures, Thayer Ventures and others at The
Phocuswright Conference 2022 in November.