ABOUT LAT & LONG · UNCONSULTANTS.
We spent our careers writing strategies. Now we’re changing who holds the pen.
For more than 25 years, we helped tourism boards, ministries and destination organizations decide where to go next. Lat & Long puts that way of thinking directly in the hands of the people who run destinations every day.
01 · OUR ORIGIN
The report wasn’t the most valuable part.
We wrote destination strategies, marketing plans, brand positioning, traveller segmentation studies and investment cases around the world. The work held up. The trouble came after we left.
The people who knew the destination best were handed a plan they had only partly built. Then the plan stood still while their markets kept moving.
Over time, we realized the most valuable thing we brought wasn’t the report. It was how we thought: the frameworks, the judgement and the hard-won lessons about what works in this industry and what doesn’t. That’s what we wanted to leave behind.
02 · WHY NOW
Human judgement. Purpose-built technology.
Travel is a profoundly human experience. The people, culture and everyday life of a place are what make it worth visiting. Technology should support those connections—not replace the people who understand them.
Lat & Long is being built to put AI to work within proven tourism frameworks, using vetted sources and your destination knowledge. It helps your team explore options and check evidence. You set the priorities, make the decisions and stay in control.
03 · WHAT GOOD TOURISM LOOKS LIKE
Better for the place. Better for its people.
Residents come first.
Tourism should make life better for the people who live there.
The whole community matters.
A destination strategy should reflect the people, partners and culture that make a place what it is.
Ownership makes plans work.
The people delivering a plan should help shape it. Your strategy belongs with your team.
04 · THE NAME
Know where you are. See where you can go.
Latitude and longitude tell you exactly where you are. Every good strategy starts there. We want every destination to know where it stands today, and where it can go next.