In order to better understand the holistic view, we provide three examples of DMOs who we think successfully became ‘glass box brands’ and redefined their role as DxO.

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2017 for Visit Copenhagen marked the year in which the new 2020 strategy was launched. The process that led to the creation of this strategy reflects a fundamental shift that has started to take place internally, both in mindset and attitude towards digital marketing. The bold strategy headline “The end of tourism as we know it” is a very strong acknowledgement of the need for destinations to transform as the travel industry is entering a new era. Visit Copenhagen is actively embracing the emergence of a new traveller type and the opportunities that come with 'localhood', a term coined by the DMO that describes the new momentum and experience that the tourist board will focus on.

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Visit Copenhagen also recognise the need to change the role that destination management organisations play, shifting their focus to supporting the industry, collaborating and co-creating long-term, sustainable value for all. This is an ambitious step that Visit Copenhagen is now taking, looking beyond tourism in direct response to the need to demonstrate value as a destination.

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Watch the interview and listen to our conversation with Signe Jungersted, Director of Development at Wonderful Copenhagen, explaining the strategy and how the organisation contributed to it through the involvement of stakeholders and locals.