The Future of Destination Discovery: Navigating AI Transformation

The way travellers discover destinations is undergoing a fundamental transformation. Join us for an exclusive conversation with leading destination marketing experts Catharina Riess, Director Media House at Vienna Tourist Board, and Nils Persson, Chief Marketing Officer at Visit Sweden, to explore how AI-driven discovery is reshaping the visitor journey and what it means for DMOs worldwide.
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Drawing on insights gathered over ten months from our Future. Destination. Trends. panel, this session will examine how AI agents are evolving from simple assistants to autonomous decision-makers, with 97% of travellers wanting a travel superapp and the AI market for tourism growing at 35% annually.
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Our expert panellists will share practical strategies for adapting to this fundamental shift, addressing the challenges of declining organic traffic and the rise of AI platforms as primary channels for destination discovery.
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Key Topics:

• Visibility Within LLMs: How destinations can ensure their brands and content appear effectively in AI-powered search results and recommendations.
• Brand Awareness in an AI-First World: Whether traditional brand awareness strategies remain effective when AI platforms become the primary discovery channels for travellers seeking destination recommendations.
• Measurement and Stakeholder Communication: How to demonstrate success when traditional engagement metrics may no longer capture impact on destination perception and visitor decisions.
• The Future of AI Integration: Understanding the dual approach of deploying AI tools on destination platforms whilst ensuring content accessibility within external AI platforms.
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Register here.

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Nicholas Hall

CEO

Digital Tourism Think Tank

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Catharina Riess

Director Media House

Vienna Tourist Board





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Nils Persson

Chief Marketing Officer

Visit Sweden

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