Case Studies

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Using gamification to attract travellers & encourage in-destination exploration

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

Business

Attractions in the Post-Covid World

Nicholas ran a workshop where he presented a massive digital canvas full of insights on the ever-changing consumer mindset and ideas.

Destination Transformation

Experimenting with Digital Technologies: Becoming a Smart Destination

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

Event

Digital Culture Transformation - Looking into the Future

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

Innovation

Next Generation City Guides with AR

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

Event

The AI Consultation Hour

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

Innovation

DAOs and NFTs - Everything Considered

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

Event

Circular Destination Experiences

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

Event

Reading Travellers' Mind with AI

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

Event

Sparking Innovation with Design Experiences

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

Destination Transformation

Exploring Opportunities of Gaming in Destination Strategy

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

Event

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

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

Data

Experience Overijssel: Tourists Will go Where you Point Them

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

Event

Discovering the possibilities of Tourism 4.0

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

Technology

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

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.

Event

Popular Music Tales: Creating Unique Urban Discovery Trails

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

Event

Pop-up Festivals, Fringe Culture and the Urban Revival

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

Event

Reimagining the 30 Second Ad to Break Through the Clutter

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

Sustainability

Azores Leading Sustainable Tourism

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

Sustainability

Slovenia on Sustainability and Experience Design

Slovenia is green, Slovenia acts green, Slovenia promotes green.

Event

Discussion on Sustainability and Experience Design

Sustainability has become one of the most important topics of conversation today, largely highlighted by the rise of overtourism.

Brand Ambassadors

Shaping Experiences exclusively for influencers

Influencer marketing has continued to evolve since the discovery of social media influencers becoming a significantly successful tool.

Event

New Technology in Destination Marketing - VisitOSLO's Brand New Augmented reality app

Augmented reality takes content to another level, adding a whole new layer to the user experience in a variety of different ways.

Event

Award-Winning Film Directors Chat

We speak with Daniel Bury and Teboho Mahlatsi on how they achieve the best experiences for their films.

Event

Exploring the groundswell of new digital publishers

Contiki and Visit Scotland joined us to discuss the challenges of communicating a largely intangible product.

Event

Responsive Storytelling

Visit Norway joined us to share insights on how the DMO completely restructured its processes to centralise marketing efforts and story creation.

Event

Reflecting on the role of brand and content to engage visitors differently

Kevin Wright, Vice President of Global Marketing at Travel Oregon, travelled all the way to Oslo to kick things off on Day 1 of #DTTTCampus.

Event

Switzerland Tourism Transforming the DMO Website through Data & AI

Switzerland Tourism created a fantastic example of a destination website that has been thoughtfully crafted to create something completely immersive.

Event

Tourism Ireland on using Machine Learning & AI in Digital

Recent developments in AI and Machine Learning show us where technology is heading at both consumer and enterprise level.

Partnership

Brand USA and Succeeding with Paid Content Partnerships

Being such a big destination, the USA does not lack awareness, however, it does have its other challenges.

Event

Embracing New Ways of Storytelling with Voice Apps

In 2020, the Austrian city of Vienna will be celebrating the 250th birthday of the legendary composer, Beethoven.

Event

Destinations Panel on Big Data

For this talk, we were joined by an interesting line-up of panellists discussing how data can help to create smart digital-first destinations.

Event

Discussing Sustainable Goals with Visit Valsugana-Lagorai

For Visit Valsugana, sustainability is a very important issue but initially, the DMO needed to find a way to effectively manage and develop it.

Event

Designing a Sustainable Nation Visit Finland’s 7 Steps Approach

Visit Finland is taking leadership on sustainability on a national level, enabling an entire country to move towards its sustainability goals.

Event

Ensuring a Sustainable Future for an Unspoiled Destination with The Faroe Islands

Visit Faroe Islands has been widely cited within the industry as a destination who is leading the way with bold marketing campaigns.

Event

Perspective 2030 with The Netherlands Board of Tourism

For the Netherlands, it is estimated that domestic and international visitors will grow from 42 million in 2017 to 60 million in 2030.

Event

Developing a Destination Management Plan with Austurland

Visit Austurland has been developing its story through co-creation and a strong community-based approach.

Branding

The Art of the Pivot

Rachel opens up by explaining that in the year up to the pandemic, Visit Philadelphia had just celebrated the tenth consecutive year of growth.

Event

Repositioning the Destination Digital First with Visit Wales

The discussion focused on brand, digital, content and key learnings of the process.

Event

Creating a Social Partnership Framework with Industry

Vancouver Island and CrowdRiff have been working together to discuss how to encourage more UGC as part of your social strategy.

Trends

WeGoEU - Connecting Chinese travellers to Europe through WeChat

The case study discusses how WeGoEu efficiently connects Chinese travellers with European destinations.

Marketing

South Africa's Digital Strategy

South Africa’s digital strategy mainly focuses on four key areas in terms of what the National Tourist Board is working on.

Marketing

Lapland’s Augmented Reality App

The case study discusses the digital marketing strategy of Lapland to attract foreign tourists from selected target markets.

Marketing

Icelandair: Stopover Buddy Campaign

The case study discussed the impact of the 'Stopover Buddy' initiative by Icelandair on the brand, organisation, and overall growth of the airline.

Event

Responsible Tourism & an all-inclusive Marketing Strategy with Visit Greenland

The talk discusses the holistic approach of Visit Greenland that includes building closer working relationships with everyone involved.

Content Creation

The Hague Bloggers House Influencer Campaign

The Hague's Bloggers House has a unique approach to hosting bloggers: facilitating the best possible stay, & working with them to deliver content.

Content Creation

Closing the Content Strategy Loop with California 101

This case study shares the insights from the strategy of Visit California for creating valuable content.

Trends

Destination Uppsala - Champining Social Media as a small Destination

The case study discussed the strategy of Destination Uppsala that adopted a behavioural segmentation based on consumers' decision-making process.tre

Branding

Helsinki Marketing - A Transformation Process

Helsinki Marketing has given itself as a destination a new purpose, adding value to the citywide development, helping Helsinki to thrive and innovate.

Digital

Geneva Tourism - 1,000 Free Nights

The case study discusses the digital transformation journey of Geneva Tourism as a key driver for the future growth of the organisation.

Trends

Space Nation - Tourism of the Future

Space Nation has set out to make galactic space travel an attainable and accessible experience for everyone.

Digital

Singapore Tourism - a 360 Perspective

Singapore’s marketing strategy aims at inspiring consumers before and after their arrival at the destination.

Data

Geneva - Global Inbound Marketing for City Tourism

Geneva Tourism strategy has a strong data-driven foundation utilising visitor insights & content engagement to optimise key objectives & performance.

Trends

Montreux Riviera - Local Guides at the Core of Brand Strategy

The case study discusses the initiative of Montreux Riviera Tourism to tap into the growing demand for truly local and authentic experiences.

Destination Transformation

Dolomiti Paganella - An Experience Led DMO Transformation

The case study discusses the DMO journey of Dolomiti Paganella with the application of the St. Gallen Model for Destination Management.

Destination Transformation

How Puerto Rico have Rebuilt a Brand New DMO after a Crisis

The case study explores how Puerto Rico managed a crisis and rebuilt the brand, giving visitors a reason to return.

Sustainability

Val di Sole - Sustainable Mobility in Tourism Hotspots

Val di Sole developed a sustainable mobility project that involved all the stakeholders of the destination to solve the challenge of overtourism.

Digital

Refining the Digital Customer Experience with LAAX

The case study discusses a campaign by LAAX , a ski resort in Switzerland that redefined the visitor experience in nature through technology.

Design Thinking

Championing Design Thinking & Transformation with MURAL

'Design Thinking', a creative and highly collaborative process used to visualise ideas, identify challenges, craft solutions & ultimately drive growth

Branding

San Diego Tourism Authority - Shifting to an ‘Always-on’ Content Strategy

The case study discusses how San Diego's marketing activities have grown & evolved significantly over the last 10 years.

Targets & Objectives

St. Gallen Model for Destination Management

The St. Gallen Model for Destination Management (SGDM) brings a fresh perspective with no boundaries for destinations.

Branding

ProColombia - Is Music the New Gastronomy?

The case study discusses ProColombia's award-winning campaign ‘Colombia, Siente el Ritmo' & how music tourism can be a catalyst for destinations.

Content Creation

Ticino Turismo - A Rebranding Journey

In 2018, Ticino Turismo embarked on a great innovation journey that led them to a complete rebranding after 36 years.

Trends

Paris Tourism + London & Partners: Partner Marketing Strategy

The key focus of this Case study is how DMOs can partner with a robust strategy for success.

Digital

Repositioning Adventure Tourism in Jordan with travel audience

With clear data and partner insights collected with a campaign, Jordan targets its key markets and reposition the destination.

Destination Transformation

StopOver - The Centralisation of Tourism Agencies in Bogotá

Bogotá Tourism is a great example of a successful collaboration between various tourism players working towards a bigger project of changing the city.

Digital

USI - Promoting Knowledge, Innovation & Learning in Tourism

E-Learning can educate and give people awareness of Tourism trends, issues, and industry technology in a relaxed and fun environment.

Data

Marketing Canada’s First National Park with a Data-Driven Approach

Find out how the DMO's is working to enhance the visitor experience with a Data-Driven apporach.

Data

Tourespaña on Targeting with Data

Tourespaña focuses on a digital strategy that strongly relies on data to both source important information and engages with tourists.

Business

MUD Jeans + IKEA - A Circular Design

Upcycling is a key part of sustainability. Find out how IKEA is working with denim recycling company MUD Jeans to repurpose denim into sofa covers.

Business

Go Instore - Bringing Physical Store Experiences Online

Virtual shopping uses the latest media technologies to bridge physical and online experiences, adding value through human connections.

Business

Haeckels - Developing Loyalty and Connection with the Destination

Haeckles promote a more sustainable cosmetic industry but also aims to raise awareness about the natural wealth of the local environment.

Business

Rock Paper Scissors - Opening a shop during a pandemic

Rock Paper Scissors represents an extraordinary example of resilience, care for the local community and business innovation.

Business

Aegean Airlines and GNTO - Sojern Case Study

Marketing Campaign by Greek National Tourism Organisation with Aegean Airlines and Sojern

Experiences

Byway Travel - Slow Travel Holidays

Byway is the world’s first operator for flight-free holidays, aiming to popularise the emerging trend of slow travel.

Business

Shangri-La Group - Fam.ily Experiences

Shangri-La focuses on family bonding experience to achieve a higher level of customer service and hospitality.

Business

Midnight Trains - the new "hotel on rails"

Sleeper trains or Night trains: A more sustainable way to experience low-impact travel

Business

Circular Economy

Businesses adapt to the circular economy and its practices, from how to design and manufacture products to their function for customers.

Business

Inspirato - Subscription-based luxury stays

Case Study: Inspirato - Revolutionalising travel with subscription-based luxury vacations.

Business

Pivoting in the Events Industry - the Case of Sofar Sounds, Boozi and T3 Expo

Case Study: Sofar Sounds launched online listening rooms to continue providing the same immersive experience and support the local artists.

Business

TypeO Loft - Expanding Services as a Shoppable B&B

Case Study: TypeO - The pandemic exposed a need for change and innovation nobody thought they'd need.

Business

Kiwi Welcome - Bringing together travellers, community and sustainable tourism

Kiwi Welcome is a sustainable travel start-up that aimed to incentivise visitors to have more purpose-driven travel & contribution to the community.

Business

Spoon and Seed - The Cape Cod restaurant pivoting for survival

Case Study: Spoon and Seed’s - Succeeding during a pandemic by implementing a new staff management model and streamlining the menu.

Business

Outsite - New Resilient Co-Living Models during COVID

The co-living hospitality brand Outsite has been the first to launch a model where guests can become members and live in different co-living spaces.

Business

Spend With Us - Helping Businesses affected by Bushfire, Drought and COVID-19

Case Study: A great example of a purpose-driven initiative is Spend With Us, an online marketplace supporting rural businesses across Australia.

Business

Milwaukee Food Tours - Pivoting Digitally as a Small Tour Operator

Surviving the pandemic by pivoting its business model, rapidly switching from offering in-person food tours to selling personalized gift boxes.

Business

Locke - Pandemic-Resistant Hybrid Hotels

The design-led brand Locke represents one of the worlds leading and fast-growing companies in developing 'Hybrid Hotels' or 'Aparthotels'.

Business

Unyoked - Off-the-grid stays as a cure for the post-pandemic life

Unyoked is an example of a small enterprise able to identify market gaps developing an offer that is extremely relevant to the needs of vacationers.

Business

The Brolly - Pop-up bars reinventing the guest experience

The pandemic sparked in many the desire to innovate & test new ideas: businesses took this occasion to reinvent the way they operate & engage customer

Business

Good Luck Beerhouse - Is pivoting business overnight possible?

The Singaporean micro-brewery 'Good Luck Beerhouse' is a business within the hospitality sector that was able to pivot and adapt to the 'new normal'.

Business

Lion Heartlanders - Pivoting through COVID-19 as a small tour operator

The implementation of small radical changes in company operations, technology, partnerships, & innovation helped Lion Heartlnders survive the pandemic

Business

Chuffed Gifts - Regenerating Domestic Tourism through gift-giving

Chuffed Gifts is an example of how tourism businesses can untapped the potential of the domestic market by applying innovation, and entrepreneurship.

Business

Hipcamp - Applying the Airbnb model to Camping

Hipcamp represents a best practice of a purpose-driven business that is able to scale up operations and revenue by adopting a sustainable model.

Business

Fogo Island Inn - A Community-Empowered Business

Situated on the rugged and unspoiled shores of Fogo Island, an award-winning inn that follows the purpose of a thriving community & sustainability.

Business

ÖÖD Hotels - Reshaping the guest experience with dispersed hotel modules

Tapping into the new trend, many accommodation providers have started to shift their offer and invest in a more nature-oriented and relaxation focused

Business

Cuvée Privée - Reinventing the customer experience through personalisation

Cuvée Privée - How a business can scale revenue & boost customer loyalty by leveraging innovation & applying creativity to a subscription-based model.

Business

BeRightBack - Introducing Subscription-Based Travel

Subscription-based services are those services seeing a customer paying a regularly recurring amount in exchange for the use of a product or service.

Business

Soneva Resorts - Sustainability at the core of everything

Case study: How Sovena resort became one of the leading sustainable resort chains in the world.

Business

CitizenM Hotels - Smart & Pandemic Proof

The Netherlands-based hotel chain citizenM has always been at the forefront of business innovation and technology.

Innovation

The Netherlands Tourism Board: The Focus On Innovation

We interviewed Charel, to learn about how the Netherlands manage, develop and market their destination.

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Thinking Ahead with Data

Luca starts by explaining that if travellers are changing their behaviour, as a hotel, business or DMO, you need to change your strategy yourself.

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Designing Sustainable Events

Peter joined X. Festival to talk to us about sustainable events, which he describes as being better for the planet and for your business.

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Helsinki Marketing - A Transformation Process

Helsinki Marketing has given itself as a destination a new purpose, adding value to the citywide development, helping Helsinki to thrive and innovate.

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Curated Sets

Our curated sets are recommended articles chosen by the DTTT Team. The topics and article choices will change every couple of weeks.

Trends

Exploring Global Trends with Google

Iva Kutle Škrlec, Global Director of Destination Marketing at Google, delivered a keynote on ‘Exploring Global Trends with Google’.

Event

Rewatch X. Festival 2021: Emerging Trends

Want to relive the excitement of Emerging Trends? You can rewatch days 1 and 2.

Trends

Trending in Travel

Lethabo-Thabo joined X Festival to discuss the ‘Trending in Travel’ report published in November 2021 by WTTC and Thetrip.com group.

Brand Ambassadors

Shaping Experiences exclusively for influencers

Influencer marketing has continued to evolve since the discovery of social media influencers becoming a significantly successful tool.

Branding

The Art of the Pivot

Rachel opens up by explaining that in the year up to the pandemic, Visit Philadelphia had just celebrated the tenth consecutive year of growth.

Partnership

Brand USA and Succeeding with Paid Content Partnerships

Being such a big destination, the USA does not lack awareness, however, it does have its other challenges.

Data

Experience Overijssel: Tourists Will go Where you Point Them

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

Data

Designing a DMO Strategy Using Data and Innovation

He is renowned in the industry for having helped Portugal's National Tourism Organisation to apply innovation and adopt a data-driven approach.

Data

SEGITTUR - Developing Smart Destinations and Data Intelligence

SEGITTUR is a state-owned company specifically developed with the purpose of fostering the development of innovation and new technologies.

Data

Observing the Consumer Shift with Data and Audience Insights

The number one question that arrives at Google is what the trends are and what is happening.

Data

Following the Data: Trip Planning Metrics As A Leading Indicator

Inspirock will share proprietary data from our consumer homepage where over 25 million travelers plan trips to over 80,000 destinations.

Recovery Alliance

DMO Spotlight: How Trip Planning Data Encouraged a V-Shaped Recovery

How Visit Colorado Springs has their trip planner, and the data that comes from it.

Sustainability

Translating Sustainable Strategy into Digital

In this keynote, Katrine Mosfjeld, from Visit Norway, guided us through how we can translate our sustainable strategy into digital.

Sustainability

Azores Leading Sustainable Tourism

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

Sustainability

Think Sustainably with Helsinki Marketing

In Helsinki, "66% of residents identified the climate crisis as their major concern when thinking about the future of the city."

Sustainability

The Swisstainable Strategy

Helena presented the Swisstainable initiative, which encourages visitors to experience Switzerland more responsively.

Sustainability

Slovenia on Sustainability and Experience Design

Slovenia is green, Slovenia acts green, Slovenia promotes green.

Sustainability

Rewatch X. Festival 2021: Sustainability and Stewardship

Want to relive the excitement of Sustainability & Stewardship? You can rewatch days 5 and 6.

Innovation

Next Generation City Guides with AR

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

Destination Transformation

Exploring Opportunities of Gaming in Destination Strategy

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

Destination Transformation

Experimenting with Digital Technologies: Becoming a Smart Destination

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

Technology

Tech as an Enabler for Inclusivity and Empowerment

Matthijs introduces us to Withlocals with a concept – an anecdote giving context to how the organisation came to be.

Innovation

DAOs and NFTs - Everything Considered

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

Technology

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

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.