Measurement honesty

Destination marketing has a measurement problem that nobody on conference stages wants to say out loud: most of what gets tracked doesn't mean what we claim it means. Correlations get reported as causation. Activity metrics get dressed up as impact metrics. Entire annual reports rest on numbers the organization can't actually attribute. This pillar collects the show's most direct conversations about measurement honesty — what to stop reporting, what to start reporting, how to tell the difference between a zombie metric (looks alive, measures nothing) and a useful one, and how to have the hard conversation with a board that wants false certainty.