Michael Jacobs, Co-FounderLaunched two years ago by Tourism Technology Company, Whereabouts grew from 15 years of experience supporting destinations across North America. The team recognized that local organizations needed a centralized system to unify marketing, streamline operations, and empower teams without technical complexity.
Whereabouts delivers precisely that. The platform integrates member directories, event calendars, attractions, business listings, CRM, e-commerce, communications, and reporting into one intuitive system. Destination teams can easily create event or business pages, sell tickets, and manage bookings. By eliminating fragmentation, Whereabouts puts clarity and control back in the hands of destination professionals, enabling them to inspire travelers worldwide.
“Whereabouts transforms tourism data into living narratives, giving destinations a voice, teams a compass and travelers a story worth sharing,” says Michael Jacobs, Co-Founder, Whereabouts.
Powering Destination Growth through Smart Tourism
At the core of Whereabouts lies its dynamic Directory, a centralized hub where tourism operators, attractions, and events come to life through rich profiles, smart tagging, and real-time activity tracking. Members can log in to manage listings, submit events, and keep content up to date, while staff review and approve updates, add internal notes, and collaborate seamlessly across teams. This Self-service model ensures accuracy, reduces manual workload, and keeps destination data agile during peak travel seasons when updates surge.
Prince Edward County, Ontario, offers a prime example of this system’s impact. Struggling to keep pace with rapid growth, the county adopted Whereabouts to transform its website into a living showcase of local businesses and events. The results were dramatic; website traffic soared from 20,000 to 250,000 monthly visits within six months.
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Whereabouts transforms tourism data into living narratives, giving destinations a voice, teams a compass, and travelers a story worth sharing
Success extends beyond Ontario. Nacogdoches, Texas, uses Whereabouts to give visitors easy access to attractions and events. At the same time, Northeastern Ontario leverages the platform to strengthen marketing and boost engagement.
By unifying data management with intuitive tools, Whereabouts empowers destinations to tell richer stories, engage travelers more effectively, and thrive in an increasingly competitive tourism landscape.
Simplifying Tourism Tech for the Digital Age
The founders admit that while there are some competing tools in the market, they tend to serve either large-scale cities like Los Angeles or New York or are overly complicated for the average destination. Its goal was to create a simplified yet powerful platform that caters to smaller destinations, empowering them to compete more effectively in the digital age. This allows destinations to generate detailed reports, analyze visitation patterns, and craft targeted marketing strategies, which is often impossible when relying on disparate systems.
As the demand for personalized, engaging visitor experiences grows, destinations need flexible tools to adapt quickly. By offering a unified, easy-to-use platform, the company is not just providing a product but fostering a new way for destinations to operate in an increasingly competitive marketplace.
Whereabouts is more than just software; it’s a solution born from real-world experience, purpose-built for destinations aiming to elevate their online presence and operational efficiency. Focusing on user-friendliness, affordability, and integration, it promises to transform how destinations connect with visitors and manage their assets, ensuring they stay relevant in an ever-changing digital landscape.
As the tourism industry continues to recover and adapt post-pandemic, innovations like this will be vital in helping destinations tell their stories, attract visitors, and thrive in a competitive global market.
