Library

Browse through some of our featured content from across the site, including cases, templates, opinion articles and more.

Opinion Pieces

Read our latest opinion pieces, free for everyone.

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Marketing

How Literature Influences Destination Branding

Literature has shaped how people imagine places for centuries. Long before destinations had marketing budgets, books drew travellers to specific landscapes, streets and cafés on the strength of a character's footsteps alone.

May 13, 2026

AI

The Gap Between AI-Readiness and Using AI Effectively

April 30, 2026

AI

How Recursive AI Is Changing What Teams Can Do

April 16, 2026

AI

The Gap Between AI-Readiness and Using AI Effectively

April 30, 2026

AI

How Recursive AI Is Changing What Teams Can Do

April 16, 2026

Case Studies

Here is a peek of our most recent case studies, available only to members.

Redefining Tourism with Data and AI: The Canadian Tourism Data Collective

Destination Canada

The Canadian Tourism Data Collective uses AI and 230+ datasets to unify industry insights, driving smarter, more equitable growth across Canada.

The Düsseldorf City Quest: Turning Urban Heritage into a Playful Digital Experience

SpotAR, Düsseldorf Tourismus

As DMOs look for new ways to shift visitor behaviour, distribute footfall and reach younger audiences, game-based experiences are proving their value.

Autentico Aruba Culinary Festival: Uniting a Sector to Build a Destination Brand

Aruba Tourism Authority

The Autentico Aruba Culinary Festival unified the island’s food scene, using strategic partnerships and heritage to build a global destination brand.

Templates

Our team are IBM Design Thinking Practitioners. We create templates to help your team grow sustainably.

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Data Audit

This data audit is designed to give a structured overview of how every department within your organisation currently uses data.

The Twin Transition: Building Your Tourism Transformation Plan

This guide summarises a workshop template designed to help tourism businesses become more sustainable and digitally advanced.

6 Facilitating Change with Industry

Working together with a series of industry cohorts, businesses come together to co-create a new offer, adapted to the change in demand.

Podcasts

Listen to the latest podcasts from the DTTT Team and industry experts invited to share their views on current trends.

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The Future of Destination Discovery: Navigating AI Transformation

How to Win Awards: A Conversation with Fáilte Ireland

AI's Potential to Drive Workflow Transformation with Brand USA

Leading Tourism's Transition

The Experience Boom: Driving Destination-Led Bookable Experiences

Leading Tourism's Transition

The Experience Generation: Marketing to the Next-Gen Travellers

Activating Cultural Heritage in Tourism Experiences

Spotlight on Destination Transformation

Leading Tourism's Transition

Impactful Experiences: Transforming Tourism with Purpose

Data Architecture in the Experience Economy

Behind the Scenes at Miral

Miral Brand Pillars

Behind the Scenes at Miral

Experiential Events

Leading Tourism's Transition

Data-Driven Strategies for Destination Management

Behind the Scenes at Miral

Unlocking Value

Behind the Scenes at Miral

Fostering Partnerships

Behind the Scenes at Miral

Vision for Yas Island

Backstage Leadership Conversations

Enhancing Skills and Purpose-Driven Events

Behind the Scenes at Miral

Vision Behind the Brand

Backstage Leadership Conversations

Saudi Arabia's MICE Ambitions

Backstage Leadership Conversations

How Events Drive Impactful Innovation

Backstage Leadership Conversations

How Abu Dhabi is Building a Global MICE Hub

Backstage Leadership Conversations

Driving Sustainability Through Destination Leadership

Backstage Leadership Conversations

The Future of Event Planning

Backstage Leadership Conversations

Leadership Strategies for the MICE Sector

Backstage Leadership Conversations

Talent and AI Build a Sustainable MICE Future

Backstage Leadership Conversations

Redefining Customer-Centric Events in a Digital World

Backstage Leadership Conversations

Building a Legacy from the FIFA World Cup

Backstage Leadership Conversations

Embracing Sustainable Transformation in the MICE Industry

Reflections on Driving Innovation Amongst Europe's SMEs

How Translation Fuels Tourism Success

Streamlining the Guest Experience in a Digital Age

Unveiling Traveller Emotions for Personalised Trips

Embracing Automation Through Customised Technology

Improving Energy Efficiency With Data Insights

Building a Stronger Business Through Sustainable Design

Optimising Guest Engagement Through Digital Innovation

How AI Chatbots Boost Guest Engagement

Streamlining Hiring Processes to Build a More Committed Workforce

Leveraging Technology for Stronger Customer Relationships

Unlocking Immersive Experiences with Augmented Reality

The Power of Transparency in Sustainable Tourism

How AI Voicebots Are Turning Consumer Interest into Hotel Bookings

Shaping Tourism Strategy with Data-Driven Insights

Tour Tech: Series Preview

Backstage Leadership Conversations

Furthering the competitiveness of the MICE sector

Backstage Leadership Conversations

Where might technology disruption come from next?

Backstage Leadership Conversations

How do business events impact the wider destination?

Backstage Leadership Conversations

Rebuilding a stronger and more sustainable exhibitions sector

Backstage Leadership Conversations

Are post-pandemic travel trends transforming the offer?

Backstage Leadership Conversations

Shifting trends in business travel, is b-leisure transforming?

Backstage Leadership Conversations

Excelling during times of disruption through adaptability

Backstage Leadership Conversations

State of the Industry: Key Highlights from ADBEW 2022

Driving Place Based Innovation

Our Role as Sustainability Leaders

Leading Tourism's Transition

Futures, Sustainability and Regeneration

Driving Place Based Innovation

The Future of Visitor Experiences

Leading Tourism's Transition

Looking to 2050: Where is tourism headed?

Driving Place Based Innovation

Understanding Circular Business

Leading Tourism's Transition

Futures & Foresight Basics: Do we have agency?

Driving Place Based Innovation

Using Design to Drive Innovation

Driving Place Based Innovation

Celebrating Diversity in Tourism

Driving Place Based Innovation

Championing Local Supply Chains

Driving Place Based Innovation

Can Technology Shape Better Places?

Driving Place Based Innovation

Succeeding with Local Collaboration

Driving Place Based Innovation

Where Can Data Take You?

Driving Place Based Innovation

Business Innovation Through Technology

Beyond Tourism's Horizon

Visual Classifier for Destination Brand from Images

Leading Tourism's Transition

Data-Driven Destination: Investing in Data Capabilities

Leading Tourism's Transition

Data-Driven Destinations: Selecting the Right Data & Content

Leading Tourism's Transition

Data Driven Destinations: Processes & Development