Thursday 29 November

09:30 - 10:00Registrations

10:00 - 10:15Welcome to #DTTTGlobal 2018

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

10:15 - 13:00Kicking 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.

Meet Helsinki's Local Guides

Laura Aalto, CEO of Helsinki Marketing, introduces us to the real people of the city and how their local knowledge and experience is pioneering the visitor experience.

Helsinki is fast-becoming the front-runner of a pioneering and innovative tech industry, especially when it comes to its impact and influence on the travel and tourism industry. How is this forward-thinking DMO leading the way in creating a rich, seamless campaign that seeks to connect local experts with visitors in order to enrich their trip?

Creativity to Create Impact and Traction

Tourism Northern Territory has the smallest budget and lowest number of people than any other state in Australia, therefore it's no surprise that they have to work hard for their traction. This DMO has to be both clever and resourceful when it comes to marketing their destination, and one such example of that is how they've used distance as an opportunity, rather than a barrier for visitors.

One-to-one conversations have been key to their success and will highlight how they'll need to be even more adventurous in order to obtain substantial and meaningful growth in their market. Tourism Northern Territory have also tapped into a natural Aussie resource, their sense of humour, in order to appeal to younger travellers, while equally not isolating their older audience. It's a tricky market, but their work demonstrates that hard work and resourcefulness goes a long way.

Unconventional 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.

Marketing 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.

14:00 - 16:00Future of Travel

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...

Future 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.

Cut-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.

16:30 - 18:00Global 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. Our challenger brands are big game changers and join us in Helsinki to share their insights and successes. If you and your brand even want to consider being pioneers of the future of tourism, then you’ll want to take a leaf out these books.

Friday 30 November

09:00 - 10:00Finnish 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.

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.

Digitalisation, Experience & Product Development for Finland

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.

Helsinki Airport's Focus on Innovation

A lot of destinations recognise the importance and potential of the Asian market, which is why it's at the centre Finnavia's strategy.

At #DTTTGlobal this year, we'll be learning how the brand are pioneering their innovation through use of apps, while also embracing technology that's familiar to their audience, like WeChat. Data plays a big part at influencing visitor experience, but what role will the likes of A.I or cryptocurrencies play in the future?

10:45 - 12:30Digitally 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.

Attracting 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.

14:00 - 15:00Perspectives on Blockchain's Impact on the Future of Tourism

In the aftermath of this year’s GDPR revolution, anyone who’s dealing with data needs to know the score about protecting a vast spectrum of private information. Blockchain is set to make a big impact on the travel and tourism industry – but how? And why is this a big deal? Find out how Blockchain is making waves in the tourism industry and what they know that you don’t.

15:00 - 16:15Applying 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.

Delivering on Localhood Promise with Design & Brand

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.