Zartico Raises $20 Million in Series A  

by Kay Aloha Villamor in September 22nd, 2022

Zartico, a Salt Lake City, Utah-based company using data intelligence, analytics, and visualizations to help destination tourism organizations such as Visit North Carolina, Travel Alaska, and the Greater Miami Convention and Visitors Bureau make data-driven strategic and operational decisions, secured $20 million in Series A funding.

The round was led by Arthur Ventures, a Minneapolis-based venture capital firm with deep expertise in B2B software, with participation from Peterson Partners. Zartico has raised a total of $24.5M to date and, since its March 2020 launch, has more than 180 customers. 

“The visitor economy contributes 10% to the global GDP, yet it is one of the last to embrace big data and analytics, relying instead on quarterly and yearly reports that are almost instantly outdated,” said Sarah Lehman, CEO of Zartico. “By layering and analyzing rich datasets, we provide some of the world’s most popular destinations with insight into where their visitors are coming from and the attractions driving the most interest, enabling them to better market and more importantly, manage their visitor economy more effectively.”

Zartico’s new financing will be used to grow its engineering and product teams, expand its machine learning, AI, and predictive capabilities, acquire new proprietary data sets, and expand into new markets such as sports venues, airports, and municipalities. Zartico, which currently has 61 remote employees – over 50% female – is aggressively hiring and anticipates a 70% jump in headcount in the next six months. 

Additionally, the launch of 3.0 ZDOS® features a proprietary Integrated Data Model™ comprising the highest frequency and highest resolution geolocation data, spending data, and event data for residents and visitors within the destination. 

Company: Zartico, Inc.

Raised: $20.0M

Round: Series A 

Funding Month: September 2022

Lead Investors: Arthur Ventures

Additional Investors: Peterson Partners

Company Website:

Software Category: Destination Operating System

About the Company: Zartico is the creator of the First Destination Operating System, which mixes art and science to produce insights and intelligence that improve the well-being of global communities. Zartico uses complex data to harness and streamline it to deliver a broad range of data science, benchmarking, and analytical services for marketing, community development, and sustainability projects. Zartico’s integrated data model™ offers its customers anonymized geolocation, spend, and event data for visitors and destinations in real-time. Its mission is to empower DMOs to be better stewards of the world’s tourist destinations through improved data intelligence and decision-making. Based in Salt Lake City, Utah, Zartico has decades of experience in technology, tourism, and destination and travel marketing.


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