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Case Studies

Here you can find all our case studies covering destination topics from digitalisation, sustainability and research. This content is available exclusively to DTTT Members.

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MarketingOost's Approach to Data Management

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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?

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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

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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

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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

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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

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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

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MarketingOost & Zwolle

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

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What does a Successful Website Redesign Look Like?

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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?

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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4VI

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

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Sustainable Cities of the Future

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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

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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

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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

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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

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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

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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

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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

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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?

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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

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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

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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

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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

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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

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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

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Tourism in Skåne

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

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Circular Destination Experiences

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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Skift and Sojern

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

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A Branding and Communication Story

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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

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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

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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

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Pinterest

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

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How Local Ambassadors and Influencer can help you tell your Brand Story

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Newfoundland and Labrador

During his keynote, Laurie, guided us through how local ambassadors and influencers can help us tell our brand story.

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Iceland on Maintaining Digital Competitiveness

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Business Iceland

During his talk, Daði, from Business Iceland, presented two of their campaigns to us to show us how they maintain their digital competitiveness.

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Return to Travel

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YouGov & Skyscanner

In this session, Eva Stewart, from YouGov, and Stephanie Boyle, from Skyscanner, provided us with an overview of emerging traveller behaviour.

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The Contiki TikTok Challenge

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Contiki & NYC & Co

In this panel, together with Lottie and Prisca, we looked into Contiki's TikTok Challenge which was launched in partnership with NYC Tourist Board.

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The Role of Destination Apps

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Vienna Tourist Board

In this keynote, together with Julia Jakoubek, from the Vienna Tourist Board, we explored the role of destination apps by looking at the ivie app.

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Translating Sustainable Strategy into Digital

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Visit Norway

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

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Using Content Marketing to Meet and Exceed Traveler Expectations

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Convince & Convert; Visit California

During this session, Anna and Gwynne, guided us through how we can reset traveler expectations through content marketing.

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Adapting to Endemic COVID-19: The Outlook for Business Travel

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World Travel and Tourism Council

Tiffany responded that the world has seen a huge loss as a result of the covid-19, which includes job losses.

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Digital Tools to Support a Sustainable Strategy

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Bordeaux Tourism

In this session, together with Julie Benisty, from Bordeaux Tourism, we discovered digital tools to support a sustainable strategy.

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ECM Roundtables: Are Locals the Solution to Everything?

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ECM, Hamburg Tourist Board, Barcelona Turisme & Madrid Destino

In this panel, which was a collaboration with ECM, we discussed whether locals are the solution to everything.

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ECM Roundtables: Does Business Travel Have a Future?

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European Cities Marketing

‍During this panel, organised in collaboration with ECM, we were joined by 3 panellists across Europe.

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Investing in Personalised Urban Experiences

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Tel Aviv Global and Tourism

For this keynote, we were joined by Yael Froman Ideses, from Tel Aviv Global and Tourism, to learn about investing in personalised urban experiences.

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Rewatch X. Festival 2021: Future of Urban Tourism

Featuring
The Urban Jungle of Western Germany, Wonderful Copenhagen, Andalucia Lab & Welcome City Lab

Want to relive the excitement of Future of Urban Tourism? You can rewatch days 7 and 8.

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SketchTourPortugal, a Collaborative Approach to Content Creation

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VisitPortugal

In this session, Filipa Maria Cardoso presented to us a keynote on how to develop a collaborative approach to content creation.

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Supporting Start-up Ecosystems in Tourism

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Andalucia Lab

José Luis Cordoba, Managing Director of Andalucia Lab, joined us during the theme of The Future of Urban Tourism.

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The Art of Innovation: Working With the Cultural Sector to Prepare for the Future

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Wonderful Copenhagen

Runa Sabre, Director of Development at Wonderful Copenhagen, joined us at X. Festival to discuss ‘The art of innovation'.

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Atmospheric Design in City Tourism

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Tourismus NRW, Cylvester, Creative.NRW, Ruhr:HUB & Visit Düsseldorf

In this session, we were joined by a panel of speakers discussing the urbanana project including Laura, Tobias, Ines, Sabine, Max and Nora.

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Transforming Urban Areas

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MVRDV

Gideon Maasland, Studio Director at MVRDV brought an 'outside of the industry' perspective to X. Festival by discussing architecture and planning.

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Visit Gay Osaka - Japan’s First DMO-Led LGBTQ Initiative

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Osaka Convention & Tourism Bureau

Jonathon presented Visit Gay Osaka, Japan’s first DMO-led LGBTQ marketing and tourism initiative.

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Rewatch X. Festival 2021: Sustainability and Stewardship

Featuring
Digital Tourism Think Tank

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

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Contiki's 2025 Sustainability Strategy

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Contiki

Tasha discussed Contiki's 2025 sustainability strategy and their plans to be carbon neutral from 1st January 2022.

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

Featuring
Eco-Lighthouse Foundation, Visit Bergen & VisitOSLO

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

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Biodiversity and Regenerative Tourism

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European Commission’s Knowledge Centre for Biodiversity

Jorge helped us understand a little bit more about biodiversity, its importance, how we can think about it and where it correlates with tourism.

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Thirty Years From Now: Imagining the DMO in 2050

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Birthe Menke, Smålands Turism, Visit Greenland, Visit Valsugana

Birthe led a workshop on how DMOs will look like in the year 2050, a session developed around the United Nations Sustainable Development Goals.

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Driving Tourism Growth Through Sustainable Destination Management

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Puerto Rico Tourism

Carla helped us explore sustainable destination management and how it can be used as a catalyst for development.

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Succeeding with Sustainable Business Transformation

Featuring
TUI Group

In this keynote, we explored TUI's commitment to driving the industry toward a more sustainable future with Melvin Mak.

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WTTC's Roadmap Towards Destination Stewardship

Featuring
World Travel and Tourism Council

Julia introduced us to the objectives of WTTC as an organisation who is leading the tourism industry towards a more innovative and sustainable future.

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