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§ Private Profile · Salt Lake City, UT, USA
Zartico is a technology company.
Zartico develops a destination operating system, providing the tourism industry with clear visitor behavior insights. It leverages advanced data science, artificial intelligence, and proprietary technology to transform complex data into actionable intelligence. This empowers destination organizations to understand hidden patterns of people and places, offering a comprehensive visitor journey view for strategic decisions.
Founded in 2019 by Darren Dunn and Jay Kinghorn, Zartico arose from the insight that the tourism sector lacked a unified, data-driven platform for understanding visitor dynamics. This led them to establish a new category in destination intelligence, addressing a critical information gap. Sarah joined the co-founding team in early 2020.
Zartico serves destination marketing organizations, enhancing their visitor economy understanding. Its vision is to establish the foundational operating system for the global visitor economy, empowering clients with data-informed strategic decisions. It aims to be the essential resource for destinations adapting to evolving travel patterns.
Zartico has raised $20.0M across 1 funding round.
Zartico has raised $20.0M in total across 1 funding round.
Zartico has raised $20.0M across 1 funding round. Most recently, it raised $20.0M Series A in September 2022.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Sep 1, 2022 | $20M Series A | Arthur Ventures | Peterson Partners | Announced |
Zartico is a SaaS technology company headquartered in Salt Lake City, Utah, specializing in visitor intelligence for place-based industries like tourism, destinations, resorts, attractions, arenas, and agencies.[2][3] It builds the ZDOS® (Zartico Destination Operating System) and its next-generation Z5 platform, which fuse geolocation, spending, lodging, website, and event data into a proprietary Integrated Data Model powered by machine learning and AI to deliver real-time insights into visitor journeys, behaviors, economic impact, and marketing ROI.[1][2][3][4][5] Zartico serves destination leaders and marketers by solving key problems like guesswork in visitor tracking, limited data coverage, and inaccurate ROI measurement—enabling precise targeting of high-value audiences, predictive modeling for demand pacing, media attribution, and strategic growth decisions such as combating over-tourism or filling demand gaps.[1][2][4][5] The company demonstrates strong growth momentum through product launches like the Visitor Intelligence Suite (including Z5 and Media Attribution), investments in data science talent, thousands of trusted clients, and patented/patent-pending technologies for data normalization and accuracy.[2][5][7]
Zartico emerged from decades of combined expertise in technology, tourism, data science, and storytelling, positioning itself as a pioneer in the Destination Operating System with ZDOS®, the world's first online intelligence software for place-based strategic planning.[3] While specific founders are not detailed in available sources, the company has evolved by deeply integrating real-world behavioral data streams—starting with unbiased observational inputs like geolocation and expanding to spending, lodging, and events—fueled by a team of PhDs and innovations like two patent-pending technologies for data processing.[1][4][6][7] Pivotal moments include the recent launch of the groundbreaking Visitor Intelligence Suite featuring Z5, which modernizes ZDOS with user-first interfaces for Quality Visitor Index (QVI), destination lift, and advanced profiling, alongside hires like Sr. Director of Data Science Alexandra “Lexi” V. Pasi, Ph.D., signaling aggressive investment in innovation.[2][7] This trajectory has built Zartico into a leader serving thousands of place-based marketers with auditable, census-level precise insights.[4][5]
Zartico stands out in visitor intelligence through proprietary technology and data rigor:
Zartico rides the place-based economy wave, where tourism and entertainment sectors demand real-time, data-driven decisions amid post-pandemic recovery, over-tourism challenges, and marketing budget pressures.[1][2][3] Its timing is ideal as geolocation and behavioral data explode—processing billions of points daily—enabling a shift from survey-based guesses to AI-powered, evidence-based strategies in a market craving ROI proof for digital ad spend.[4][6] Favorable forces include rising demand for predictive analytics in volatile travel (e.g., demand pacing via lodging signals) and integrated attribution amid fragmented consumer journeys.[2][5][8] Zartico influences the ecosystem by empowering destinations to balance growth, enhance visitor experiences, and set the "gold standard" for place-based intelligence, fostering collaboration across agencies, resorts, and operators while advancing data science standards through patents and innovations.[3][5][6]
Zartico is poised for expansion by deepening its Visitor Intelligence Suite with AI enhancements, more predictive tools, and agency integrations to capture growing place-based marketing spend.[2][5] Trends like real-time personalization, sustainable tourism analytics (e.g., over-tourism mitigation), and multi-channel attribution will propel it, especially as data privacy evolves and travel rebounds globally.[1][4] Its influence may grow through partnerships, further IP (building on pending patents), and scaling to new verticals like events or urban planning, solidifying Zartico as the indispensable OS for destinations—turning raw movement into compounded economic impact.[1][2][7]
Zartico has raised $20.0M in total across 1 funding round.
Zartico's investors include Arthur Ventures, Peterson Partners.