Tourists make two fundamental decisions when they travel: where to go (destination) and what to do (experience). Tourism marketers would benefit from simple, parsimonious methods which provide insight into the interests and past observed behaviour of tourism consumers with regard to their behavioural profile on these two important choice issues. The purpose of this research was to examine the potential information content of an analysis of past choice and future interest, and the use of such information as a useful marketing ‘dashboard’.