National tourism strategy adopts Global Review Index™ (GRI) as a key performance indicator, driving measurable improvements across accommodations, food services, and attractions.
BARCELONA, Spain, August 21, 2025 – Shiji, the global leader in hospitality technology, today announced that Visit Estonia has successfully improved national guest satisfaction by leveraging Reviewpro Reputation to unify feedback from more than 170 online review sources.
As one of the first countries to adopt the Global Review Index™ (GRI) as a national tourism KPI, Estonia raised its GRI from 89.3 in 2022 to 89.8 in 2024, surpassing its annual satisfaction growth target. The nationwide initiative consolidated reviews from 254 accommodations, 357 restaurants, 76 museums, and 35 attractions, turning fragmented guest feedback into actionable insights for destination management organizations (DMOs) and policymakers.
Key Results (2022–2024):
- National GRI growth: 89.3 → 89.8 (+0.5 points, surpassing annual target of +0.1%)
- Sector improvements:
- Accommodations: +2.6% (35.3% → 37.9%)
- Food services: +6.1% (11.7% → 17.8%)
- Targeted recovery efforts: When GRI dipped in 2023, Estonia launched development programs focused on communication, service design, and guest experience —leading to a +0.4 recovery in museums and +0.2 in attractions by 2024.
Real-Time Insights, Faster Action
Reviewpro Reputation aggregates guest reviews from over 170 sources, applying automated analysis to identify trends, recurring issues, and positive highlights. This allowed national policymakers and local operators to make faster, evidence-based decisions — ranging from staff training to selecting high-performing businesses for marketing campaigns.
“Implementing Reviewpro Reputation has changed how we support tourism in Estonia, from national decisions to local trainings. We now base development choices on real-time insights, and that’s raised satisfaction, efficiency, and visibility across the country,” said Tatjana Koor, Product Specialist, Visit Estonia.
Next Step: Smarter Sentiment Analysis
In 2025, Estonia will roll out semantic analysis tools via Reviewpro Reputation, giving regional DMOs deeper insight into guest sentiment to further refine training and development programs.
With measurable gains in guest satisfaction and more agile destination management, Estonia’s success sets a clear example of how data-driven strategies can elevate national tourism via a commitment to delivering exceptional experiences for every traveler.
About Shiji
Shiji is a global technology company dedicated to providing innovative solutions for the hospitality industry, ensuring seamless operations for hoteliers day and night.
Built on the Shiji Platform — the only truly global hotel technology platform — Shiji’s cloud -based portfolio includes Property Management System, Point-of-Sale, guest engagement, distribution, payments, and data intelligence solutions for over 91,000 hotels worldwide, including the largest chains.
With more than 5,000 employees across the world, Shiji is a trusted partner for the world’s leading hoteliers, delivering technology that works as continuously as the industry itself. That’s why the best hotels run on Shiji—day and night. While its primary focus is on hospitality, Shiji also serves select customers in food service, retail, and entertainment in certain regions. For more information, visit shijigroup.com.
About Visit Estonia
The Estonian Tourist Board, operating under the brand Visit Estonia, is the country’s official destination development and marketing organization. Its main goal is to strengthen Estonia’s international visibility and competitiveness as a high-value, distinctive, and inspiring travel destination.
