Good data in the right hands opens worlds of content opportunities.

If you work in the digital world, you’re familiar with data and metadata. At Tourism Media, we understand the power of data and how with a bit of innovation and out-of-the-box thinking, the opportunities it brings to content development are endless.

Data helps us create highly intuitive content and rich user experiences. It could be as simple as knowing when and where a photo was taken to enable cross linking to further information. Or, as complex as combining multiple data sets to produce an accurate recommendation on the best neighbourhoods for families to stay in any major city in the world.

TM has an entire team dedicated to researching and collecting metadata for the sole purpose of creating useful and accurate automated content. This custom data is collected on scale, resulting in millions of data points retrieved over the last few years. We’re also able to integrate third-party and existing-client data with our own metadata to create the most complete datasets possible.

If you’re interested in working with us to create your own killer dataset, here’s what you need to know:



Custom data collection and integration enables and improves the value, context and relationships of content, particularly for large, complex projects. It can be as simple as connecting two pieces of content together (text & a photo) or used to create entire ecosystems of content.


Metadata collection

Tourism Media has a global team of ‘taggers’ who hand-research and collate data points. Before a tagging project begins, there is an exhaustive process to ensure the metadata will be integratable and relevant. This is a critical part of the project management process and is crucial to get the tagging framework correct before unleashing the tagging team onto collecting tens of thousands of data points.


Metadata integration

Once we have collected the metadata you require, our developers integrate it into custom or automated content.  Metadata collection and integration is scalable and customisable to meet the needs of your website.