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Case Study

Smyth County, VA

ITI Digital’s DXP Events Calendar

Engagement Rate on Events Pages

76%

40% higher than overall website avg.

Visit Smyth County, VA implemented ITI Digital’s Events Calendar on its tourism website to showcase local happenings with minimal staff input. Through automated content updates and real-time event feeds, the county saw increased organic website traffic and deeper community engagement while significantly reducing the time required to maintain an up-to-date calendar.

OBJECTIVES

Expand the quantity of showcased events on the website

Enhance website visitor experience

Increase website engagement

Streamline processes to save both time and resources

CHALLENGES

Managing Destination Events
  • Time-consuming manual sourcing of event information across multiple sources
  • Ongoing difficulty maintaining accurate and up-to-date event details
  • Limited visibility into the full range of events across the destination
  • Resource constraints are impacting timely publishing and content maintenance
  • Inefficient event discovery experience for visitors
  • Unstructured content is limiting SEO performance and search visibility
 

SOLUTIONS

Our Super Hero. The DXP Platform.
  • Automated event listings from multiple sources reduce manual effort and ensure continuous updates
  • Centralized system for creating, reviewing, and publishing event content
  • Bulk management tools streamline updates across large event inventories
  • AI-powered content assistance supports scalable description creation and enhancements
  • Advanced filters and categorization improve event discovery and user experience
  • Structured, search-optimized event pages enhance SEO performance and visibility

VISITOR WEBSITE METRICS

In partnership with Visit Smyth County’s marketing efforts, total sessions and users from organic traffic on the Events Calendar page increased in 2025 compared to the previous year.

+47%

Sessions

+52%

Organic Users

WEBSITE ENGAGEMENT METRICS

Events Calendar Pageview

6.0k

57% higher higher compared to the previous year

Engagement Rate on events page

76%​

40% higher than the overall website avg.

Since 2022, Smyth County, VA, has been providing visitors with a real-time, interactive, and dynamic experience through ITI Digital’s Automated Events Calendar

Automation allowed to reduce staff research and manual input for events content by 90%

Month after Month, the Visit Smyth County, VA events page grows and engages visitors, including organic traffic growth

The website has witnessed elevated levels of user engagement on pages featuring ITI Digital’s DXP modules compared to static content pages.

1,900

Events to Date

Relevant and timely content: The calendar keeps event listings fresh and up-to-date, helping visitors discover what’s happening now and plan ahead with ease.
Empowers stakeholders: When local businesses update events on their preferred platform, the calendar reflects it automatically, making it easy for partners to boost visibility and stay involved.
Boosts engagement: Interactive features and rich, dynamic content encourage users to explore, interact, and return to the site regularly.
 

 We just launched our calendar, and I’m really pleased with the results. My board was impressed with the number of events we were able to show. One remarked that she thought it was a great value for the money – as a staff person, that’s always nice to hear!

Amanda Livingston, TMP
Communications Coordinator
Director of Tourism at Smyth County, VA
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