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Is the narrative around generative AI shifting? For destinations, the initial rush to experiment with new capabilities is now giving way to a more considered approach to AI-enabled marketing, focused on stability and long-term utility.








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X. Design Week provides a platform for destination leaders to test emerging tools, build governance frameworks and develop practical implementation roadmaps. Leave with concrete strategies, real-world solutions and a community ready to lead AI innovation in tourism.

A one-of-a-kind gathering bringing together destinations and industry to get hands-on with sustainability. Spread out across the destination, explore and develop solutions environmental, socio-cultural and economic impact.

Join a gathering of some of the most innovative, leading destination and travel brands globally and take inspiration from a truly incredible line-up of some of the best in class digital examples of destination brand creativity and activation.

X Festival is the tourism industry's flagship event with more than 100 keynote speakers, discussions and fireside chats, covering the latest trends and developments through the lens of destinations, their partners and industry.