The Trip Planning Upgrade That Boosted Site Engagement for Yazoo County, MS

Case Study

Yazoo County, MS

ITI Digital’s DXP Business Listing & Trip Planner

Engagement Rate

91,6%

153% higher than the overall website avg.

Yazoo County, MS elevated its visitor experience with ITI Digital’s Trip Planner and Smart Business Listings. By offering tailored itineraries based on traveler interests and providing up-to-date information on local places, the destination delivers a more personalized and interactive way to explore. These tools not only boost engagement but also improve SEO visibility and encourage deeper discovery of local attractions—all with minimal effort from the tourism team.

OBJECTIVES

Offer relevant content to visitors

Enhance website visitor experience

Increase website engagement

Streamline processes to save both time and resources

CHALLENGES

Keeping Business Listings Updated for a Seamless Trip Planning Experience

Inefficient collaboration with local businesses and stakeholders to improve the overall visitor experience.

Static pages and a lack of interactive features contributed to low user engagement.
Incomplete or outdated information about local attractions, landmarks, and points of interest.
Manual updates across multiple pages made it difficult to keep business information accurate and current.
Limited tools to help visitors organize multiple points of interest into a cohesive travel plan.
Lack of personalized trip planning tools reduced the ability to guide visitors through multi-day experiences.

SOLUTIONS

Our Super Hero. The DXP Platform.

The DXP Smart Business Listings module supports SEO while providing real-time updates including Google reviews, operational hours, and open/closed status.
Dynamic business listings ensure accurate and up-to-date information about attractions, restaurants, and points of interest across the website.
The integrated Trip Planner allows visitors to build personalized itineraries by selecting points of interest and organizing them into seamless travel experiences.
Visitors can create GPS-enabled multi-day trips with built-in directions between stops.
AI-powered suggestions recommend relevant places and experiences, helping visitors discover more during the planning process.
Content Management Control – With access to the DXP – Digital experience Platform DMO staff can edit, approve, and publish business listings directly to the website.

VISITOR WEBSITE METRICS

In partnership with Yazoo County's marketing efforts, Total Sessions and Users from Organic Traffic on the Business Listing pages increased from July–December 2025 compared to the previous period.

+17%

Total Sessions

+121%

Organic Users

WEBSITE ENGAGEMENT METRICS

Engagement data from the Yazoo County website from July–December 2025 compared to the previous site.

ENGAGEMENT RATE

91.6%

153% higher than the previous period

VIEWS

2.2K

94% higher than the preious period.

Since 2022, Yazoo County, MS has been providing visitors with a real-time, interactive, and dynamic experience through ITI Digital’s Itinerarires.

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

ITI Digital delivers business listings that are updated in real-time allowing the website user to create customized trips. The source of points of interest in the Google Places API.

+270

Places Delivered with Automation

Smart trip planning: AI-powered tools suggest multi-day itineraries tailored to visitors’ preferences, making trip planning faster and more personalized.

Supports group travel: The trip planner helps attract and assist group travelers by offering coordinated, customizable plans for shared interests and schedules.

Enhances visitor center services: Staff can use the trip planner to quickly generate personalized itineraries, improving in-person assistance and boosting visitor satisfaction.

Because of the automatic delivery, we easily find businesses we may not have even known about. All we have to do is organize them based on their brand. Having the Trip Planner module makes it easier for people to navigate through what Yazoo County has to offer.

Madisyn Cummins

Communications Coordinator

Yazoo County Convention & Visitors Bureau