Thursday 29 November

09:00 - 09:30Registrations and Welcome Smoothie

09:30 - 09:45Welcome to #DTTTGlobal 2018

Welcome to #DTTT Global and welcome to the future of Destination Marketing.

09:45 - 10:15For Helsinki, smart is more than a buzz word

Laura Aalto, CEO of Helsinki Marketing, introduces us to what makes Helsinki a smart destination. Helsinki's aim is to become the most functional city in the world for everyone – for locals and visitors alike.

This fall Helsinki has taken first place in the European Commission’s new European Capital of Smart Tourism 2019 competition. No destination can overlook sustainable development in tourism today. European Capital of Smart Tourism evaluates this in four categories: accessibility, sustainability, digitalisation, cultural heritage and creativity.

Famous for its design and high-tech, Helsinki is now committed to bringing people together through authentic experiences, interesting spaces and nature explorations. ​The secret and strength of Helsinki lies in real encounters with visitors and locals. You won’t get lost in any tourist trap, as everything you experience is Helsinki in its purest – a mix of locals and tourists.​

Kicking off with the Global Challenger Brands

#DTTT Global is the only place to discover what the world’s most diverse and dynamic destinations are doing to make their mark on the travel industry in 2019. Join us for exclusive insights from the big game changers and see what DMOs like Finland’s My Helsinki, Australia’s Tourism Northern Territory or The Netherland’s Eindhoven are doing to pioneer the future of tourism.

10:15 - 11:00Collaboration & Community - Welcoming visitors back to the island with a brand new DMO

Following a natural disaster, Puerto Rico developed the DMO in response to the effects and the need for a really robust recovery plan. Recognising that tourism was really underexploited as an export and industry, acting as a catalyst for rebuilding the destination after the devastation of the storm. Leah Chandler, Chief Marketing Officer and second employee hired, now heads a carefully chosen team of 45 and basically began with a blank canvas. Leah will be talking about how Discover Puerto Rico are not only promoting the island’s diversity and uniqueness, but how it is also collaborating with the local government and wider community to bring prosperity back to Puerto Rico following Storm Maria.

11:00 - 11:30Unconventional Ideas x Collaboration = Energy

What's maths got to do with telling stories? Eindhoven365 worked with a series of content makers to produce video content that demonstrated the city's vibrancy and energy.

There's a formula to success and that's based on a very real sense of ownership with Eindhoven365's campaign. How was this achieved? By giving it a face... or the many faces of the people that love and live in the city itself. Among joint-ownership of the city, the key values of this brand are sharing, enriching and collectivity among each other. Team this with innovative thinking and an embrace of technology, Eindhoven365 share the success, the challenges and share how they'll look ahead and drive their brand forward.

11:45 - 12:15Marketing Canada's First National Park with a data-driven approach

Banff National Park, Canada boasts beautiful and epic terrain and every year it attracts millions of tourists wanting to marvel at its awe-inspiring landscape and vibrant cultural scene. The question is: "How do you attract these visitors and support local business, without disrupting the very fragile natural environment that appeals to people in the first place?" The team, led by Diane Bures, Director of Consumer Marketing at Banff & Lake Louise Tourism have developed a number of marketing initiatives to enhance the visitor experience in Banff National Park. Targeted display ads that encourage and entice visitors with things to do through the launch of a Hyper Local Mobile strategy, a conversion pixeling program that measures lead quality, and close collaboration with Parks Canada and local community to encourage responsible visitation in the Park are a few that have been key in identifying and establishing success, which we'll look at in this keynote.

12:15 - 12:45Creating a dynamic brand platform through collaboration

Ticino Turismo's biggest challenge was establishing a consistent brand and clear communication to stakeholders worldwide. Together with external partners and agencies, Ticino Turismo has created a dynamic brand available to all stakeholders via one streamlined platform, making this DMO more accessible to the world.

The Changing Face of Marketing Destinations

What does the future hold for DMOs? In a world where A.I isn’t a million light-years away from going mainstream, space travel is on the brink of blasting into orbit and computers are starting the think for themselves, it seems more likely than ever that you’ll soon be hopping on a spaceship to the moon and being checked in by robot at your hotel. In reality, how will virtual reality shape the way we book our holidays and will 3D printers build your next resort? Most importantly, how can we be ready for when this technology becomes even more attainable? Hop aboard and let’s boldly go where no DMO has gone before...

14:00 - 14:30Future Competition & Preparing Humans for Space Travel

The day has finally come when we can talk about galactic space travel as a viable opportunity for tourism, and Space Nation is pioneering the way for Planet Earth.

Space Nation was ranked as #1 of Ten European Growth Businesses To Watch In 2017"​ by Forbes (12/2016) and are set to change the face of the travel and tourism industry by sending people into outer space.

Forget multi-billion dollar space centres and gruelling training programmes designed to challenge the world's strongest and brightest – Space Nation, having worked with NASA, bring astronaut training straight to your smart phone and want to make it accessible for absolutely everyone.

14:30 - 15:00Visit Indy's 100% UGC Strategy

After a radical decision made back in 2014, Visit Indy have not looked back, with all content now being 100% user generated for the first time. Hosted by CrowdRiff, Jeff Robinson, Director of Marketing at Visit Indy will be sharing their insights on how they have partnered up with CrowdRiff to put user generated content at the heart of their strategy.

15:00 - 15:30Responsible tourism & an all-inclusive marketing strategy with Visit Greenland

The last three years have seen consistently positive growth for Greenland with an increase in cruise passengers, overnight stays and conversions on the website, in addition to the growing Greenlandic tourism industry. Julia Pars, Managing Director at Visit Greenland, will discuss how the ongoing strategy will focus on responsible tourism development, while developing Greenland as a sought after adventure and cruise destination. The holistic approach includes building closer working relationships with everyone involved.

DESTINATIONS & OTHER STORIES…

15:45 - 16:15Cut-Through Editorial, Ambassadors & Storytelling

In a world where video content is getting more readily accessible, and visitors expectations are ever increasing, Kerri Verbeke Kapich joins us from San Diego Tourism Authority to discuss how their brand faced and overcame this challenge. Through various content series, which included a mix of new and recycled content, Kerri will looking at how they managed limited resource and avoided being consumed by production, what's next for them and how they'll use their learnings for the future.

Furthermore, 'localising' content for different markets has been a key focus for a lot of brands this last year. San Diego comments on how the Chinese market has proven a big challenge for the brand – find out how they addressed hurdles, such as language.

16:15 - 16:45Discussion: How Can DMOs Find their Competitive Edge Amongst Today's Consumers?

16:45 - 17:15How Amsterdam is tackling overcrowding

Overcrowding is an increasing trend in global tourism and Amsterdam Marketing has been actively participating in responsible tourism development for the city, particularly responsible urban tourism. Nico Mulder, Marketing Strategist, will be sharing insights on how Amsterdam Marketing have been responding to this global issue, and what their plans for the future are.

17:15 - 17:30Destination Challenge Final Pitch

Friday 30 November

Welcome Fresh Juice

Finnish Tech & Innovation

#Global 2018’s hosting country, Finland, is fast becoming the no.1 pioneer in the tech industry. Thanks to the heavy investment in startups and becoming key business partners with Europe and Asia, Finland is definitely the place to invest and innovate. What’s in store for DMOs and how can we use cutting-edge tech and new innovations to shape the way we interact with and help our audiences? Communications giants like Nokia, as well as the gaming industry, have long been invested in the Finnish way of innovating, so what can we do in order to capitalise on this exciting industry.

09:00 - 09:30Technology & Product Beyond Brand

Kaisa Kosonen leads a team of experts, who's mission is to make Finland a smart destination by the end of 2020 – but what does that mean? Kaisa will unveil the techniques behind her strategy which aims to make Finland a place that is welcoming and attainable to its visitors. This will cover the need for successful and considered product development as well as producing smart experiences that respond to travelling trends. It goes without saying that data is key to predicting these trends and shaping how the team react to them – this is a keynote that isn't to be missed.

09:30 - 09:50How to Digitalise Happiness

Finnair are branching out from the aviation industry to develop a new business that promotes and sells experiences to their visitors, and they're doing it from scratch.

Finland is experience a rise in coming tourism, especially from the booming Asian market. How will brands like Finnair optimise this increasing surge in popularity and what measures are they taking to be ready? Find out what it's like to work with an agency and the benefits and challenges of doing so, as well as the importance of concept testing.

09:50 - 10:10Helsinki Airport's Focus on Innovation

In air travel, the role of an airport is inevitable but often also disputed. The mother of all questions has been “who gets to own the passenger”. Finavia thinks differently: it is all about the passenger’s total travelling experience, and all operators along the travel chain should collaborate to perfect this experience. To Finavia, this means concentrating on the company’s natural strengths and roles, doing better the things under direct control, and collaborating openly on the rest. A case for digital? Definitely!

10:10 - 10:30Whim's Passion for Mobility as a Service

Whim aims to get people traveling smarter and safer for less money. With the average car remaining unused for about 80% of the time, it seems like an outdated way of getting around, especially when you consider how expensive it is, ie tax, insurance, increasing fuel charges, vehicle maintenance and then the additional cost of buying a vehicle in the first place. Owning a car is both a large financial commitment... and drain. Available in greater Helsinki area Finland, in Birmingham UK and Antwerp Belgium Whim aims to provide subscribers with public transport, bike sharing, taxis and cars by simply logging on, ordering their ticketing and going about their business. Basically, this means you never need own a car ever again. Whim integrates planning, payments, reservations and subscriptions in one app and is set to become a big player in the tourism industry, especially when you consider the safety it promotes for users and encourages smarter travel which is beneficial to the environment. Join Kaj Pyyhtiä, Co-Founder and Chief Customer Experience Officer at MaaS Global, the company responsible for Whim, as he shares his experience of turning passions into a viable and valuable service.

Digitally Targeting Growth Markets in Asia

The Asian tourism market is absolutely massive and is set to grow exponentially. And, it’s only predicted to get bigger and bigger over the coming years. How can we DMOs speak to this constantly evolving market in a way that’s relevant and precise and what should be doing in order to accommodate such a vast and diverse market? Here we’ll explore how super apps like WeChat will pay a vital role in targeting large and potentially new audiences in the future, and what we can also be doing in order to achieve our goals.

10:45 - 11:30Attracting and engaging with an up-and-coming market

Dubai has long been at the forefront of attracting a very specific visitor and they've had great success so far. Spotting the potential of a market that's untapped or insufficiently catered too, is exactly what they have been doing with China. This keynote aims to explain how DMOs can spot these opportunities, identify where you should be looking and what kind of tools you have at your disposal.

11:30 - 12:00Using WeChat to source international leads and attract more visitors

Helsinki Marketing's Tia Hallanoro and Josse Wang, Culture & Tourism Director at Tencent talk about their massively successful collaboration to attract new visitors to Finland's capital city.

Through WeChat, Helsinki Marketing and Tencent allowed visitors to access specific content that enriched their experience when visiting the city, which included information about sights, events, services and help with transport. Throw in some 360 photos, a translation service and emergency help you've got a fully rounded and considered experience for your visitor. For more information or details about welcoming potential markets to your destination through innovative new ways, this is a talk you will not want to miss.

12:00 - 12:30 Global Perspectives on Asia

Transformating Destinations

13:30 - 13:45Round-up of the Premier Event

13:45 - 14:15Effective Content Distribution through a National Platform

Australia Tourism Data Warehouse, is a globally unique and highly innovative platform for collecting, storing and distributing digital tourism information on Australia. With a vast database of 40,000 tourism listings and over 300 websites, Callum Mack, Industry Partnerships Executive for ATDW, will share the learnings, challenges and overall value for the country as a whole.

Applying Design Thinking at Scale

If you hate conventional problem solving, design thinking is exactly for you. Here we’ll explore the advantages of working backwards from your desired solution and how it opens up creativity and practicality, opposed to the traditional method of just fixing an already identified problem. What’s more, we’ll look at how this dynamic and reversed way of both thinking and creating can be implemented on a massive scale to the benefit of your overall strategic goals.

14:15 - 15:00Digital Transformation Panel

15:15 - 15:45The End of Tourism as we know it: For better or worse

Firstly, what is Design Thinking and how does it work? Secondly, what does it mean for a DMO, like Wonderful Copenhagen?

It's a human-centric way of solving problems, that lends itself to all matter of innovators, including musicians, artists, writers, businesses and, well, designers. It's a system that seeks to understand the user, or in this case, visitor, and identify solutions to potential problems. Tine Karstrup-Misir and Signe Jungersted join us at Global in Helsinki to explain exactly what Design Thinking and how this mode of thought has influenced their DMO strategy.

15:45 - 16:00This was #DTTTGlobal