Case Studies

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Swisstainable Veggie Day

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

Digital

Selling a Road Trip In Greece - The Digital Experience

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

Technology

A Collective Dream Experience

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.

Digital

Bingewatching in Zwolle

Marketing Oost recently developed an amazing domestic campaign around binge-watching.

Digital

What does a Successful Website Redesign Look Like?

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

Marketing

How can Destinations Thrive in Placemaking?

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

Digital

The Key Role of Indigenous Communities in Tourism

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

Digital

When a Vegan Restaurant is no Longer Vegan-Only

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

Event

Always-on Marketing for the Chinese Traveller with Dubai Tourism

Hoor Alkhaja, Associate Vice President at Dubai Tourism, joined us at #DTTTGlobal 2018. You can watch the full talk below:

Technology

The Virtual Reality Restaurant

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

Technology

How to Reinvent Artwork? The Casa Batlló Example

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

Technology

How to Create Compelling Experiences Inside and Outside Galleries

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

Event

Succeeding with Co-Operative Marketing

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

Event

Becoming a Smart Destination

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

Event

The Challenges of Sustainable Certifications

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

Digital

Are Destination Websites Still Relevant?

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

Event

Why UGC is a Game Changer for Destination Marketers

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.

Event

Live & Work Anywhere: From Idealism to Realism

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

Event

Embarking on a Literary Tour

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

Event

Live & Work Anywhere: Attracting Remote Workers

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

Event

Strengthening Digital Products & Experiences

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

Event

Driving Sustainable Innovation

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

Event

The New Role of DMOs

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

Sustainability

Sustainable Cities of the Future

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

Event

Adapting to New Tourism Ecosystems

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

Event

Driving Sustainable Tourism Collaboratively

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

Event

Ensuring Diversity in Travel Storytelling

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

Event

Policy Leadership for Sustainable Transformation

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.

Event

Ensuring Wellbeing and Inclusion In Tourism

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

Event

Milan on Attracting Talent in the Destination

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".

Event

Highlighting Women Leading Tourism

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

Event

Creating a Better Work Environment for Hospitality Staff

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

Event

Training Hospitality Staff in a Post-Pandemic Context

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

Event

From Consumer Insights to Effective Marketing

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

Event

Developing Experiences Through Technology

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

Event

How is UX Shaping Destination Websites?

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

Event

Voice Marketing in a First-Party Data World

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

Destination Transformation

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.

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Soneva Resorts - Sustainability at the core of everything

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

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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.

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Norway's National Approach to Sustainable Measurement: Eco Lighthouse Certification

This panel focused on the Eco-Lighthouse Foundation Certification used for enterpirses seeking to document their environmental efforts.

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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.

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.

Sustainability

Sustainable Cities of the Future

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

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

The New Role of DMOs

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

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.

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

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

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

Sustainable Cities of the Future

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

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

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.

Sustainability

Rewatch X. Festival 2021: Sustainability and Stewardship

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

Destination Transformation

Exploring Opportunities of Gaming in Destination Strategy

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

Innovation

DAOs and NFTs - Everything Considered

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

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

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.