Tourism Intelligence Division

Actionable, Integrated, Strategic Insights

Tourism is a dynamic industry undergoing a major transformation, opening opportunities to develop innovative strategic solutions to address this new direction.

  • Tourism Strategic Planning
  • Economic Impact Studies
  • Community Impact Studies
  • Asset Allocation Models
  • Event Evaluation
  • Ad Effectiveness/ROI Studies


Strategic Tourism Industry Insights

Led by Mr. Daniel Naho‘opi‘i, former Director of Tourism Research for the Hawai‘i Tourism Authority and supported by Mr. James E. Dannemiller – two tourism industry veterans with more than 65 years of combined experience. SMS will respond to clients’ needs utilizing proprietary SMS data, as well as customer analytics and secondary data sources.


Sms Hawaii tourism intelligence division leaders

Left to right: Daniel Naho‘opi‘i, Senior Vice President. James E. Dannemiller, President


Our Approach

While SMS has been recognized for more than 50 years as the leading marketing research company, SMS has also excelled in planning, analyzing, and evaluating community needs, and socioeconomic impacts. Across these years, SMS has developed a unique expertise to address tourism marketing from multiple perspectives. SMS has created effective strategic plans, that are guided by actionable metrics, to optimize clients’ assets, while avoiding the public relations pitfalls of negative resident sentiment and cultural misappropriation.

Our Strength

We have access to a wealth of information that can provide powerful and meaningful insights to our visitor industry clients — what has been lacking is interpretation of the data to support and track tourism-focused marketing strategies. Our experience in analyzing the tourism industry will provide such intelligence, efficiently and economically.

Our Commitment

SMS Tourism Intelligence will provide custom in-depth data analysis as well as work with SMS Consulting to provide strategic planning and consulting services.


"SMS did a great job in leading Hawai‘i Tourism Authority’s evaluation development process…including identifying input, output and outcome measures to track progress toward HTA’s strategic goals. SMS also provided steps to guide us in integrating the evaluation process into our overall operations and planning. Our staff was actively engaged in the process and tracking the measures will ensure a focus on driving towards outcomes."
— Leslie Dance, former VP Marketing, Hawai‘i Tourism Authority


Transforming Information into Intelligence

  1. Identified how activities lead to strategic outcomes with defined metrics for the Hawai‘i Tourism Authority
  2. Social-economic impact study, visitor unit demand model, tourism forecast, and housing demand projections for the Kaua‘i County General Plan
  3. Model of resident empowerment to identify factors that could increase positive support of a marine attraction
  4. Quantified the vacation rental market’s impact on residential housing


Contact us!

SMS Tourism Intelligence is located at the Honolulu offices of SMS Research & Marketing Services, Inc. To contact Mr. Dannemiller and Mr. Nahoopii for more information please fill out our contact form.

Client Testimonials

"HGEA is grateful to the SMS team for its outstanding work in helping us better understand and serve our members. It is a pleasure to work with their knowledgeable staff."

— Randy Perreira, Deputy Executive Director
Hawai'i Government Employees Association

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