$20m for Tourism Intelligence Provider Zartico

In the US, tourism industry data intelligence and analytics specialist Zartico has raised $20m in a Series A round of funding, which it will use to grow its engineering and product teams, and expand its machine learning, AI and predictive capabilities.

Zartico's data model offers its customers anonymized geolocation, spend and event data for visitors and destinations. By layering this proprietary data on top of both customer data (from CRM systems, social media platforms etc.) and publicly available data, Zartico provides a 'comprehensive view' of visitor behavior and activity.

New funding has been led by Arthur Ventures, with participation from Peterson Partners, bringing the total raised to date to $24.5m since Zartico's launch in 2020. The investment will also be used to acquire new proprietary data sets and expand into new markets such as sports venues, airports and municipalities. The company, which currently has 61 remote employees, says it is hiring aggressively, and anticipates a 70% jump in headcount during the next six months.

Ryan Kruezinga, General Partner at Arthur Ventures and new Zartico Board member, comments: 'Smart destinations represent an $18bn market and the company that can provide the most detailed and actionable data around diverse visitor economies will surely capture this massive opportunity. 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'.

The firm, which is led by CEO Sarah Lehman (pictured), is online at www.zartico.com .