Key performance indicators (KPI) are playing an increasingly important role in the tourism industry. Key performance indicators can help sustain success, identify weaknesses, and minimize risks. This applies not only to business processes but also to issues such as sustainability, overtourism, and social integration. Martin Jahrfeld talks with Jannik Müller (Head of Market Research, Tourist Association of North Rhine-Westphalia) and Kai Partale (Senior Managing Partner, benchmark services) about strategies and opportunities in the use of KPIs.