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Case Studies

Discover our extensive library of case studies, covering a wide variety of topics to help get you that edge.

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Tourism Innovation in Greece

Featuring
Marketing Greece

Marketing Greece, outlined innovative strategies to enhance the image and reputation of Greece through the repositioning and promotion of the country.

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Designing Inclusive Tourism Experiences for Neurodivergent Travellers

Featuring
Liverpool John Lennon Airport

Small adaptations make a massive difference to the overall visitor experience, opening up opportunities to travel for neurodiverse individuals.

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Aligning Visitor Activities with Resident Needs

Featuring
Tourisme Îles de la Madeleine

The objective of this campaign was to showcase that despite the fragility of the region, visitors can still have authentic, high-quality experiences.

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Discovering Authentic Experiences Through Local Tourism

Featuring
This Is Athens

This is Athens sets the tone for an authentic destination experience, utilising the power of locals to share their stories about the city.

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The Art of Viral Campaigns for Destinations

Featuring
Visit Finland

Visit Finland identified a unique opportunity to leverage Finland's distinct identity. Drawing on the country's renowned reputation for happiness.

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Transformation of the Catalan Tourism Brand Towards Responsible Tourism

Featuring
Catalan Tourist Board

Through persuasive storytelling in a diverse range of marketing campaigns, the Catalan Tourist Board has driven more responsible visitor behaviour.

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Boosting Domestic Tourism Through the Heritage of the Hanseatic League

Featuring
MarketingOost

MarketingOost used multimedia experiences to promote the heritage of the Hanseatic League through educational storytelling and inspire creativity.

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Radical Transparency Through Sustainable Practices

Featuring
Bob W

Bob W isn't just a short-stay apartment provider, they're a beacon of transparency and action in the often-murky world of hospitality sustainability.

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Maximising the Potential of Generative AI in Tourism

Featuring
The Trip Boutique, Autoura

The conversation swirled around generative AI's transformative potential for tourism, from personalised travel itineraries to immersive virtual tours.

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Boosting Destination Success: The Power of Effective Partnerships

Featuring
Skyscanner, Google

The tourism industry is undergoing a dynamic shift, demanding closer collaboration between DMOs and travel brands like Skyscanner.

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Emerging Digital Content Trends for 2024

Featuring
DTTT

In this Roundtable, we discussed the major developments happening right now and how technology will define brand experiences in the coming years.

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Exploring Shifting Digital KPIs from Volume to Value

Featuring
DTTT

In this roundtable participants discussed how DMO strategies have shifted significantly over the past five years.

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Creating Content that Resonates With the Audience

Featuring
Google

Google shed light on the science behind creating compelling content that truly resonates with its intended audiences.

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The DMO Website Reimagined

Featuring
Visit Norway

In an era of digital transformation, the Visit Norway website holds immense significance in shaping the country's tourism landscape.

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Using Generative AI for Impactful Marketing

Featuring
Vienna Tourist Board

#UnArtificialArt is an exciting new initiative created by DTTT Member, Vienna Tourist Board.

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Nourishing the Spirit of Norway with Responsible Tourism

Featuring
Visit Norway

In a world where the tourism industry faces numerous challenges, Visit Norway stands as a beacon of innovation and responsible travel.

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Fostering Data-Driven Innovation in the Tourism Industry

Featuring
Austrian National Tourist Office

The Austrian National Tourist Office delved into the insights gained from building a platform-based ecosystem for data-driven applications.

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Understanding the Driving Forces Shaping Travel Choices

Featuring
Skyscanner

Skyscanner reveals the key trends that are influencing travel decisions and shares practical guidance for destinations to refine their strategies.

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A Holistic Approach to Omni-channel Marketing

Featuring
Fáilte Ireland

Fáilte Ireland explore the approach to omni-channel marketing and how they produce connected, consistent and contextually relevant content.

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Marketing on a Budget: Tips for Organic Social Media Growth

Featuring
Cape Town Tourism

The tourism industry grapples with economic and political fluctuations and evolving traveller preferences, impacting DMOs' promotional endeavours.

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Strategies for Effectively Promoting Hidden Gems

Featuring
Marketing Greece

Marketing Greece aim to promote lesser-known, off-the-beaten-path destinations within Greece, showcasing their attractions to a wider audience.

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Destination Canada's Transformative TED Partnership

Featuring
Destination Canada, TED

In the dynamic world of travel and tourism, standing out from the crowd requires a bold approach to garnering top-of-funnel brand awareness.

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Cost of Living Crunch: How Travel Adapts

Featuring
YouGov

The travel industry is showing strong signs of recovery following the pandemic. People are eager to reconnect and explore new destinations.

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Santa Bárbara's Sustainable Focused Luxury Resort

Featuring
Santa Bárbara

In this case study, we will discuss the steps hospitality businesses can take to become more sustainable.

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Museums Partner for The Wild Escape

Featuring
Art Fund and Arts Council England

The Wild Escape is a project connecting schools with museums in the UK to teach the importance of biodiversity in a creative manner.

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The Colors of Ticino

Featuring
Ticino Turismo and Pantone Institute

Ticino Turismo worked with the Pantone Institute to develop a range of colour schemes that represent the destination's touristic assets.

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Dinner on the Lake Gastronomic Experience

Featuring
Dinner on the Lake

Dinner on the Lake is a unique gastronomic experience in Belgium. Guests indulge in a six-course dinner while surrounded by idyllic views.

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MarketingOost's Approach to Data Management

Featuring
MarketingOost

MarketingOost shares its data management strategy and the process of developing new social and environmental impact indicators.

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Lessons Learned from Helsinki's Digital Journey

Featuring
Helsinki Partners

Chiara Loos shares how Helsinki built a brand centred upon the My Helsinki platform and bold and diverse marketing campaigns.

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Estonian Tourist Board's Service Design Masterclass

Featuring
Estonian Tourist Board & Guidio

Ave Pill and Küllike Tint talk about the Estonian Tourist Board's Service Design Masterclass and how it helps businesses, such as Guidio.

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Driving Place-Based Innovation Through the "How to Athens" Campaign

Featuring
Marketing Greece

Marketing Greece's "How to Athens" campaign helped visitors get the most out of their trip by promoting lesser-known locations in the city centre.

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Destination Transformation in Finland

Featuring
Visit Finland

Kaisa Kosonen shared Visit Finland's approach to destination transformation, focused on digitalisation, data management and sustainability.

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Find your Freedom - Gamified Marketing Campaign

Featuring
Cape Town Tourism

Find Your Freedom is a well-designed strategic campaign, centred on an interactive travel adventure highlighting the beauty and culture of Cape Town.

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Bring Yourself, We'll do the Same

Featuring
Netherlands Board of Tourism & Conventions

The Netherlands Board of Tourism & Conventions show how the tourism sector can align and adapt its marketing efforts to reflect national branding.

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SeatBoost Live Upgrade Auctions

Featuring
Lufthansa

Lufthansa has turned to live auctioning technology to attempt upselling premium seating on their international flights.

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Astrotourism at Dark Sky Alqueva

Featuring
Dark Sky Reserve Alqueva

The Dark Sky Reserve Alqueva was the first to be recognised as a "Starlight Tourism Destination", with a focus on sustainability and innovation.

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Instant Booking in the MICE sector - Marriott International

Featuring
Marriott International

Marriott International has added Instant Booking features for its MICE offering, simplifying the booking process and improving efficiency.

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The Power of Voice Search with Aerin

Featuring
Aertrip

Aertrip enabled Aerin - a personal travel assistant - which allows users to find the best flight deals with simple voice commands within seconds.

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Journee Trips - Looking to be surprised?

Featuring
Journee Trips

Journee Trips sends people on holiday to surprise destinations and they plan everything for the traveller - stress-free planning.

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Loodusega Koos - Estonia/Finland Hiking

Featuring
Riigimetsa Majandamise Keskus and Metsähallitus

The Estonian and Finnish Forestry Management Organisations teamed up to promote hiking tourism routes, through storytelling and a simple website.

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Celebrity Cruises Wonderverse Virtual World

Featuring
Celebrity Cruises

Celebrity Cruises has diversified its marketing approach and branched out into the metaverse to showcase the cruising sector to new audiences

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Swisstainable Veggie Day

Featuring
Switzerland Tourism

The Swisstainable Veggie Day promoted Swiss cuisine and encouraged chefs to source local produce and better serve the needs of vegetarian travellers

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Selling a Road Trip In Greece - The Digital Experience

Featuring
Marketing Greece

In this case study, we will explore the digital user experience on this website through different lenses - design, strategy and functionality.

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A Collective Dream Experience

Featuring
The Dali Museum

The Dream Tapestry experience is powered by DALL·E, an AI model that takes the text and turns it into images - that never existed before.

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Bingewatching in Zwolle

Featuring
MarketingOost & Zwolle

MarketingOost recently developed an amazing domestic campaign around binge-watching.

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What does a Successful Website Redesign Look Like?

Featuring
Visit Jersey

Visit Jersey has recently gone through a significant digital transformation with the redesign of their website.

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How can Destinations Thrive in Placemaking?

Featuring
Visit Singapore

'Here is SG' represents Singapore's tourism strategy and it has increased brand preference for the Passion Made Possible (PMP) Brand.

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The Key Role of Indigenous Communities in Tourism

Featuring
Destination BC

To succeed in such a competitive environment as digital, it is critical to remain true and at the same time be excellent when executing.

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When a Vegan Restaurant is no Longer Vegan-Only

Featuring
Stem & Glory

What is remarkable is the way the restaurants appeal not only to vegans but to everyone who likes good food.

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How to Create Compelling Experiences Inside and Outside Galleries

Featuring
V&A Museum

Art has no borders - with digital, artwork becomes global. This turns art into a key element of destination marketing.

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How to Reinvent Artwork? The Casa Batlló Example

Featuring
Casa Batlló

Arts and culture have become digital and destinations must understand how these changes can be turned into opportunities to attract visitors.

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The Virtual Reality Restaurant

Featuring
Frenessì Restaurant

Technology can play a key role in creating immersive experiences, by pushing people's senses to the limit.

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Are Destination Websites Still Relevant?

Featuring
Digital Leaders Community

All agree that in a few years all destination websites will have different roles - even if all have made huge investments in these platforms.

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The Challenges of Sustainable Certifications

Featuring
Green Destination, Vireo & EarthCheck

The speakers agree that destinations still don't see the value in destination certification.

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Becoming a Smart Destination

Featuring
Visit Gijón, Fundació Visit València, Bordeaux Tourism Office, Municipality of Middelfart, Donostia San Sebastian Tourism & Sevilla City Office

It is key to involve everyone in the process - share with everyone and spread smart tourism impact to neighbourhoods.

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Succeeding with Co-Operative Marketing

Featuring
Travel Vertical, Google

Creativity is the most relevant determinant of ROI - it's key to understand how can destinations leverage creativity when creating their campaigns.

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Policy Leadership for Sustainable Transformation

Featuring
We Don't Have Time & MURMURATION

The risk of the negative narrative on social is that companies simply do nothing out of fear of acting out of step or will face criticism.

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Ensuring Diversity in Travel Storytelling

Featuring
Contiki

Communities can teach us a lot, taking time to learn from others whether it's the LGBTQI+ community or indigenous communities.

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Driving Sustainable Tourism Collaboratively

Featuring
TUI Group

The co-lab initiative can become a clear catalyst for change, but it will never be a model that can be replicated everywhere.

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The New Role of DMOs

Featuring
Göteborg & Co

Katarina believes this new role of DMOs is as the mediators as well as the hub for knowledge and the one who initiates innovation.

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Driving Sustainable Innovation

Featuring
UNWTO

As startups, working to achieve the SDGs is truly something that they recognise is a direction they have to work towards.

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Strengthening Digital Products & Experiences

Featuring
Visit Finland

Data Hub allows Finnish travel companies to register and add marketing content reallocated to their company, services and products.

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Live & Work Anywhere: Attracting Remote Workers

Featuring
Airbnb & Cape Town Tourism

Features like workspace availability are critical so remote workers can continue to work whilst travelling.

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Embarking on a Literary Tour

Featuring
VisitPortugal

Based on the book "Journey to Portugal" written by Saramago, the places described by Saramago, the landscapes and the communities, were revisited.

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Live & Work Anywhere: From Idealism to Realism

Featuring
Airbnb

If we want to consider the wider shift in tourism, we need to look deeper into how people are travelling, living and working today.

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Why UGC is a Game Changer for Destination Marketers

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CrowdRiff

There are 4.7 billion active social media users, so if only half of those post just once that's still 2.35 billion pieces of user-generated content.

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Adapting to New Tourism Ecosystems

Featuring
4VI

The shift from a Management Organisation to a Social Enterprise was a successful transformation.

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Sustainable Cities of the Future

Featuring
NEOM

NEOM will be more than a destination - people will live there. Their vision is to create a destination that is net-positive.

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From Consumer Insights to Effective Marketing

Featuring
YouGov

YouGov's data is all about having connected data that allows marketers to explore, plan, activate and track.

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Training Hospitality Staff in a Post-Pandemic Context

Featuring
INSETE

The Learning and Development pillar of INSETE organises and delivers educational actions to support, promote and enhance capabilities.

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Creating a Better Work Environment for Hospitality Staff

Featuring
Sweeply

Sweeply is not only trying to improve efficiency and productivity but also ensuring that this improvement finds its way back to service excellence.

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Highlighting Women Leading Tourism

Featuring
Soul Luxury, Healing Hotels of the World & Lila Fox Travel Co.

Understand what sits at the heart of the success of these three impressive women.

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Milan on Attracting Talent in the Destination

Featuring
Milano and Partners

Falling in love with Milano was the key thinking behind the campaign concept, which started with the message "it could be just for a date".

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Ensuring Wellbeing and Inclusion In Tourism

Featuring
Planet Happiness & Women in Travel cic

With the right insights on destination wellbeing, destinations can use their funding and marketing activities to address weakness at a product level.

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Voice Marketing in a First-Party Data World

Featuring
Contiki

Lottie starts out by explaining that working in the sexy and innovative realm of voice marketing has been a journey, not a sprint.

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How is UX Shaping Destination Websites?

Featuring
Creatim & Slovenian Tourist Board

Why is user experience (UX) important for destination websites? For Slovenia, the main aim of the website is awareness.

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Developing Experiences Through Technology

Featuring
German National Tourist Board

Olaf Schlieper starts by building on his long experience in tourism and how today it has arrived at the Metaverse.

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Using gamification to attract travellers & encourage in-destination exploration

Featuring
Smålands Turism

Helen Berg, CEO of the Smålands Turism, shares how they created this app and which were the main challenges during the development process.

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Experimenting with Digital Technologies: Becoming a Smart Destination

Featuring
Visit Benidorm

Lucho explained their journey to become a smart destination with five pillars: Innovation, Technology, Sustainability, Governance and Accessibility.

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Experience Overijssel: Tourists Will go Where you Point Them

Featuring
Travel with Zoey & Breda University of Applied Sciences

In this session, Rajneesh and Ondrej provided us with insights on the technology, its prospects and its advantages.

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Sparks of Various Appearances of XR and its Potential for New Approaches in Tourism

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MSM.digital

Sven and Camillo joined us to discuss the various sparks of AR and XR for new approaches in Tourism and Travel.

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Exploring Opportunities of Gaming in Destination Strategy

Featuring
Cape Tourism & Gamigo

Johannes and Nadia joined us for a panel discussion on gamification opportunities in destination strategy.

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Sparking Innovation with Design Experiences

Featuring
Tourism in Skåne

On day 3, Josefine and Tirsa discussed Design Thinking initiatives and projects for sustainability.

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Circular Destination Experiences

Featuring
CSCP & Greencentive

Adriana and Olivér joined us for a fireside chat sharing their perspectives on circular destination experiences and sustainability initiatives.

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Reading Travellers' Mind with AI

Featuring
BD4.ai & Visit Iceland

Tiago and Sveinn joined us to discuss their views on digitalisation and Artificial Intelligence frameworks, connecting and understanding travellers.

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DAOs and NFTs - Everything Considered

Featuring
Cinello, eXplorins, 'Verse Gallery & Winding Tree

The panellists share their digitalisation journeys and provide a synopsis of their projects in different sectors.

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The AI Consultation Hour

Featuring
KI.NRW

Florian began by explaining that AI for computers is similar to a child learning a new language and speaking.

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Next Generation City Guides with AR

Featuring
OneGuid & SpotAR

Viktor and Wiebke joined us for a fireside chat on immersive city guides and opportunities to unlock destination potentials for travellers.

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Digital Culture Transformation - Looking into the Future

Featuring
Rausgegangen

Tim joined to discuss the rausgegangen.de platform, a website for people to find events and activities.

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Azores Leading Sustainable Tourism

Featuring
Azores Regional Government

Carolina, the DMO Coordinator at Azores Regional Government, delivered the first DMO talk at X Design Week on the topic of sustainable tourism.

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Reimagining the 30 Second Ad to Break Through the Clutter

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Cape Town Tourism

Nadia Aniff, Head of Marketing at Cape Town tourism, joined us at X Design Week, introducing the 'Find Your Freedom' campaign.

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Pop-up Festivals, Fringe Culture and the Urban Revival

Featuring
Cylvester, CityLeaks & C/o Pop

In this panel discussion, we hear how pop-up and urban experiences, creativity and innovation could have a transformative impact on the destination.

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Popular Music Tales: Creating Unique Urban Discovery Trails

Featuring
Modularfield Records

Following a panel discussion on urban experiences, we were joined by Stefan Liehr and Markus Scholz from Modularfield Records.

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The TimeRide Case: Re-Experiencing City History with Virtual Reality Time Travels

Featuring
TimeRide

Jonas Rothe, Founder and CEO of TimeRide, joined us at X Design Week for a fireside chat on re-experiencing history with VR time travels.

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Discovering the possibilities of Tourism 4.0

Featuring
eXplorins

Daniel Ferrer, CEO of eXplorins joined us for a fireside chat on Tourism 4.0 and emerging digital solutions in tourism and travel.

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Co-Op Marketing for Destinations: The Path Forward for Covid-19 Recovery

Featuring
Skift and Sojern

Covid-19 is creating a make or break moment for destination marketing.

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A Branding and Communication Story

Featuring
Visit Valencia

Miguel Angel Pérez, from Visit Valencia, presented how a branding and communication story can be successfully developed and transmitted.

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Accelerating Domestic Tourism Through Marketing

Featuring
Fáilte Ireland

Claire Cadogan, from Fáilte Ireland, joined us for a keynote on how they have accelerated domestic tourism in Ireland.

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Becoming Data Agnostic

Featuring
GTS Altitude

We were joined by Tiago Relvão, from GTS Altitude, to explore how destinations can make use of data to be much more competitively positioned.

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How Brands Inspire Travel

Featuring
Pinterest

In this short keynote, Ashish Arya, from Pinterest, guided us through how brands can inspire the return to travel.

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