Coming Soon

In today's competitive tourism landscape, data-driven marketing is essential for capturing the attention of travellers. Explore how harnessing the power of data analytics and cutting-edge AI technology can be leveraged to craft personalised, engaging campaigns that resonate with high-net-worth individuals.

In the age of AI, the possibilities for creating truly omni-present digital brand experiences are boundless. This session delves into the art and science of destination marketing and the implications of technological advancements and changing consumer behaviour. Tourism Ireland shares brand thinking across channels and viewpoints for the future.

In this compelling session, Emma Campbell, Sector Marketing Director at DCT Abu Dhabi, will share insights from Abu Dhabi's transformative journey in redefining its destination brand. This presentation will explore how Abu Dhabi has successfully carved out its distinctive identity by authentically embracing its cultural heritage while developing a competitive positioning within the region.

In this intimate fireside conversation, we'll explore how technology is reshaping not just how we travel, but how communities thrive in the digital age. John Park from Airbnb will share insights on how data-driven approaches and technological innovation are transforming traditional perspectives on tourism, community development, and economic empowerment.

In the rapidly evolving digital landscape, understanding the implications of regulations is crucial for the tourism industry. This panel provides a comprehensive overview of how major policy developments are shaping the future of tourism and opportunities to adapt and thrive in the changing environment.

As generative AI continues to reshape the media landscape, the ethical implications of its use in tourism marketing must be clearly understood. This session will delve into the benefits and risks of using AI to enhance marketing efforts, considering how to ensure transparency and accuracy in content generation, the role AI plays in optimising digital media and the environmental implications of AI-enabled marketing activities.

With content saturation challenging even the most established destinations, this session offers unique insights from Catharina Riess, Director of Mediahouse at Vienna Tourist Board, on how their innovative approach to storytelling and content strategy is reshaping destination marketing and management.

‍

In an era of rapid technological advancement and organisational transformation, this session offers compelling insights from Line Nøhr, Chief Marketing Officer at VisitDenmark, on the delicate balance between strategic vision and technological implementation. Drawing from her experience in reshaping VisitDenmark's approach to destination marketing, Line will share how fundamental organisational change can drive digital innovation while maintaining strategic focus.

In this strategic session, Charel van Dam, Marketing Director at NBTC, will demonstrate how the Netherlands is aligning its core destination DNA with purposeful global marketing initiatives while addressing contemporary challenges. Drawing from NBTC's comprehensive approach to destination management, this talk will showcase how traditional Dutch themes are being strategically positioned to create meaningful impact in international markets.

In an era of digital transformation, destination marketing has evolved rapidly, demanding new strategies and approaches. This session offers a unique perspective from Nils Persson, the Chief Marketing Officer of VisitSweden, on how his organisation has successfully navigated this landscape and driven impressive growth - all while operating on a limited budget compared to its larger competitors.

‍

Heightened awareness of sustainable tourism has made this a paramount concern for travellers and destinations alike. This session explores the critical role of transparency in building trust, fostering responsible practices and ensuring the long-term viability of tourism destinations and how to embed this message across all communications with visitors.

Staying informed about emerging technologies is essential for maintaining a competitive edge and capitalising on opportunities. This session explores how destinations are leveraging the rapid developments in AI to create stronger brand experiences. From AI driven conversational marketing, to using technology to transform team workflow, we’ll explore how horizon technologies are unlocking new opportunities. Expecting join a dynamic, lively debate with a wide range of perspectives shared by leading destinations, designed to unpackaged every major development happening in digital right now.

Roundtable discussion where all participants identify and collectively prioritise the strategic challenges they're grappling with right now. We'll map these against emerging opportunities to set the agenda for deeper exploration throughout the day.

‍

Content teams face rapidly changing platform requirements, audience expectations, and technology capabilities. Success often comes from understanding what's working for peers rather than following generic industry advice.

‍

Interactive sharing session where teams present their biggest current content challenges alongside recent breakthrough successes. We'll identify common patterns and emerging opportunities that will guide the day's deeper exploration.

Recent research reveals that AI-powered search is driving users to enter complete, conversational queries rather than traditional keywords - "best family-friendly destinations with good weather in March" instead of "family destinations March". This shift has profound implications for how destinations appear in search results and how content strategy must evolve.

‍

Interactive exploration where participants share real examples of these changes affecting their reach, examine platform-specific impacts and collectively problem-solve around new content optimisation approaches and attribution challenges.

AI content creation has moved from experimental to essential, but many teams struggle with which tools actually deliver value versus marketing noise. Quality concerns, brand consistency and workflow integration remain significant challenges.

‍

First 30 minutes: Roundtable sharing of AI tools participants have tested, abandoned or successfully integrated - including honest assessments of what failed and why. We'll identify the tools teams most want to experiment with and specific use cases they're struggling to solve.

‍

Remaining 75 minutes: Hands-on testing of high-impact AI tools including video editing platforms (Runway, Pika), advanced image creation (Midjourney, DALL-E 3), copy optimisation tools and emerging video-to-video editing solutions. Each workstation includes real destination briefs, immediate quality assessment and peer feedback on practical implementation challenges.

With third-party cookies disappearing and privacy regulations tightening, many destinations are seeing disappointing results from traditional digital acquisition channels. Meanwhile, some DMOs are achieving breakthrough performance through direct engagement strategies, creative partnerships and incentive-driven approaches that others haven't cracked.

‍

Workshop examining real performance data from different acquisition approaches - what's genuinely delivering quality traffic and conversions versus what's just burning budget. Participants share successful direct relationship building tactics, partnership structures that actually drive bookings and honest assessments of channel performance in the current landscape.

Rather than debating whether to use AI, forward-thinking destinations are rapidly scaling AI integration while maintaining brand authenticity. The question isn't AI versus human - it's how fast we can responsibly accelerate AI adoption without damaging brand trust or content quality.

Provocative workshop examining aggressive AI implementation strategies, risk mitigation approaches and how destinations are achieving 3x content output without losing audience connection. We'll challenge conservative approaches while addressing legitimate brand protection concerns.

While pay-to-play dominates most platforms, emerging AI search tools like ChatGPT, Perplexity and Google's AI overviews are creating new organic visibility opportunities that many destinations haven't yet explored. Early movers are securing prominent positions in AI-generated travel recommendations through strategic content and data approaches.

‍

Practical session exploring which organic strategies still deliver meaningful reach, how to position for AI search visibility and whether traditional SEO tactics apply to conversational AI platforms that increasingly influence travel planning.

Content teams often struggle with what genuinely works versus vanity metrics. TikTok engagement doesn't always translate to destination visits, Instagram reach can be meaningless without quality audience and emerging platforms promise reach that may not materialise.

‍

Brutally honest session where teams share real performance data - what content approaches actually drive measurable tourism impact versus what just generates social media buzz. Includes deep-dive case studies of campaigns that converted social engagement into visitor arrivals.

Structured planning session where participants define the key challenges this workstream will tackle quarterly - 2 in-person, 2 online. We'll establish working groups and commit to collaborative projects that drive real strategic advancement between sessions.

‍

Practical session where teams commit to specific content experiments they'll test and share progress on through our quarterly collaboration - 2 in-person, 2 online. We'll establish peer accountability partnerships and collaborative testing frameworks.

‍