Visitor Journey

What does Visitor Journey tell me?

Visitor Journey shows the places visitors go to before and after a chosen location, and how strongly locations connect. Each row is a pair of locations with a direction of travel and the share of journeys that run between them.

The unit is journeys, not people: one visitor making several onward trips counts once per trip.

What questions does it answer?

• Where do this location's visitors come from and go next?
• Which locations are commonly visited in sequence with it?
• Does an attraction draw from nearby hubs and lodging, or stand alone?
• Which onward destinations should transport or retail planning account for?

Reading this cadence

Journeys are summarised over the period this page covers, with alternative time-of-day, day-of-week, and immediacy views of the same journeys.

How it's produced

When the same visitor is seen at one location and then another, that movement is recorded as a journey with an origin and a destination, then aggregated into directed flows between location pairs.

How to read it

• Direction matters. Each pair is inbound to or outbound from the anchor location; read the two directions separately.
• Shares add up to 100%. For a given location and direction, the shares across all related locations add up to about 1 (100%), so 0.30 means 30% of those journeys go to that related place.
• Each extra column is a separate view. Time-of-day, day-of-week, and immediacy are each their own set of shares over the same journeys, so use one view at a time and do not add them together.
• Journeys, not people, so someone who makes the same trip repeatedly is counted each time.

Related metrics

• Trade Areas, where visitors live and work (origins, not sequences).
• Foot Traffic, how busy each location in the flow is.

Country- and dataset-specific behaviour (coverage, geography units, exclusions, release timing) is documented on each dataset in its country catalog.