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Workstreams programme

3rd December 2025

AI is fundamentally reshaping destination marketing at a pace that makes traditional planning cycles obsolete. Decisions made now about organisational structure, data infrastructure, partnership models and governance frameworks determine competitive positioning for years ahead. We explore emerging technical approaches, such as RAG systems, Model Context Protocol, AI agents and vibe coding, that haven't been widely examined in destination contexts to develop practical frameworks together.

⚠️ Please note: The Workstreams are exclusively for destination members and invited DMOs. Have any questions about the Workstreams, check out the FAQs?

Want to take part, register here.

10:30 – 12:00 | Strategic Questions Through Four Lenses

Four interconnected challenges demand examination from multiple perspectives: building organisational capability when AI changes what work looks like, defining boundaries around AI autonomy and risk, navigating shifting partnership dynamics and protecting brand reputation when AI content proliferates. This session will generate richer discussion by clearly framing the challenge faced and the broader opportunities to improve efficiency.

Topic 1:
Integrating AI into Organisational Capability.

Topic 2 :
Defining Your Risk Threshold

Topic 3:
Partnership Dynamics in Transition

Topic 4:
Navigating the AI Content Environment

Digital Service Design

Creating Connected and Accessible Experiences

Explore how digital service design is shaping the future of tourism by shifting focus on integrating digital and physical interactions. Teams will examine the visitor journey by focusing on creating connected and accessible experiences that drive engagement. Participants will delve deeper into the role of innovation and interfaces in the enhancement of destination management and marketing. We will also explore how digital tools can contribute to more inclusive tourism.

Design

Innovation

Interfaces

Accessibility

Inclusivity

Digital Tools

Designing Technology for The Future of Product Distribution

9:15 am

Keynote

Jan Hutton, CEO of the Australian Tourism Data Warehouse (ATDW), will delve into how ATDW is reimagining the future of product content distribution across Australia and beyond. Drawing on ATDW’s extensive database of more than 65,000 profiles, this session offers real-world insights into partnership-driven approaches to content distribution and how ATDW is navigating today’s digital landscape while laying the groundwork for transformative growth on a global scale, focusing on:

How is ATDW approaching the future of product content distribution across both public and commercial channels?
Where are there opportunities to seize collective growth through stronger product distribution?
What role do global technology partnerships play in shaping next-generation digital infrastructure for tourism?

Design Matters: Enriching Visitor Experiences with Artefacts

9:50 am

Keynote

How can digital design unlock the storytelling potential of cultural archives and museum collections? With this session, Julie Van Oyen, Product Designer at Europeana, takes you on a journey through innovative web-based interfaces that bring heritage to life. We will focus on design techniques that deepen engagement and reveal the layers of meaning within destination narratives. Blending creativity, research and innovation, this session will explore the intersection of culture and digital service design, shining a light on:

How can digital platforms support tourism and strengthen local identity by showcasing cultural collections online?
In what ways can design and technology be used to reimagine storytelling in the cultural heritage space?
How does user experience research shape interface design that pushes the boundaries of how cultural content is accessed and experienced?

Designing Saaristo: Building a Brand with Fulfilment

10:15 am

Keynote

How do you breathe new life into a destination brand while ensuring it delivers on its promise? In this session, Olli Ylioja, Head of Digital at Visit Turku Archipelago, shares the story behind Saaristo – a brand reset that reimagines Turku Archipelago’s identity for a new era of digital engagement. This session offers a powerful case study on how destinations can intentionally apply service design principles, aligning vision, voice and value in the digital space, exploring:

How has the destination’s brand evolved over time and how is storytelling now being used to better capture the unique spirit of the islands?
How can destinations ensure that the experiences shown in campaign assets are easily discoverable and bookable?
How do digital platforms and design help bridge the gap between a destination's narrative and the visitor journey, turning a brand promise into a meaningful visitor experience?

Effectively Using Spatial Data in the Destination

11:25 am

Fireside Chat

As destinations integrate digital and physical touchpoints, spatial data provides a powerful lens for building personalised and accessible visitor experiences. This session explores how destinations are leveraging spatial data to better understand how people navigate and interact with a place, making it an essential tool in experience design and destination planning.

Bringing together different perspectives, this panel will examine how data-driven approaches are being applied to enhance digital service design, creating more connected and inclusive visitor journeys:

How can spatial data inform the design of visitor experiences across physical and digital environments?
What are the ethical and practical considerations for collecting and applying location-based insights?
How can destinations use real-time spatial data to optimise engagement, visitor flows and accessibility in key areas?

Designing Digital Services in Tourism

11:50 am

Design Sprint

Through a collaborative process, participants will explore how digital service design can enhance visitor experiences by focusing on content discoverability, digital storytelling, seamless journey integration and user-centred design. Together, these concepts will demonstrate how compelling stories, accessible platforms and UX-driven development can inspire discovery and drive bookings, supporting strategies for more connected and inclusive tourism experiences.

Shaping AI Strategy

Designing an AI Strategy Through Innovation and Multi-Modal Technologies

Generative AI

AI Infrastructure

Adoption

AI Modalities

Strategy

Dive deep into the practical applications of generative AI. Teams will explore how multi-modal technologies and advanced AI infrastructures will transform visitor services, marketing and destination management. Participants will design solutions that integrate across modalities, explore strategies for sustainable AI adoption and address ethical considerations to improve efficiency, while preserving authentic human connections in tourism experiences.

Exploring Agentic AI Applications

2:15 pm

Keynote

Can artificial intelligence redefine how we plan and experience travel? As destinations embrace digital innovation, this session will ask what it really takes to integrate AI strategically into travel planning. Eve Le Gall, Deputy Director, Marketing and Partnerships, will explore Atout France's MarIAnne, an AI-driven travel planner that creates personalised itineraries with tailored suggestions for where to stay, eat and explore:

Could smart itineraries guide visitors towards lesser-known places, helping manage tourism flows more sustainably?
What role does data play in making AI-powered travel planners more inclusive?
What are the main barriers to adopting AI solutions across the tourism sector?

Treading Cautiously: AI's Role in Shaping the Destination's Image

2:50 pm

Fireside Chat

Join Jamie Claudio, SVP of Destination Marketing at Tiki, and Andrew Wilson, CMO of Discover Atlanta, as they share how Tiki's unique conversational AI ads drive engaged website traffic. Through a dynamic fireside chat, we’ll then dive into the broader implications of AI on Atlanta’s destination strategy, unpacking the critical questions being asked and the insights that are shaping their path forward, showcasing:

What makes Tiki’s approach to awareness and top-of-funnel engagement stand out in a saturated market, and what sets them apart from other platforms?
How is AI reshaping content strategies and influencing real-time decision-making in destination marketing?
What can we learn from Discover Atlanta’s evolving strategy as AI becomes more deeply embedded in audience engagement?

Will AI Agents Redefine the AI Opportunity?

3:25 pm

Panel

How might AI agents unlock new forms of personalisation and engagement in tourism? This panel explores how AI is evolving from a set of tools into intelligent systems capable of reshaping the visitor experience. Moving beyond chatbots and recommendation engines, AI agents introduce new possibilities for personalised travel planning and dynamic on-site engagement.

Bringing together voices from tech, tourism and digital innovation, this discussion will focus on practical adoption, the role of rapid prototyping and how flexible AI tool stacks are being used to build visitor-centred experiences:

How can regional platforms leverage AI agents to deliver personalised and real-time visitor support?
What opportunities do autonomous AI systems create for immersive, adaptive and interactive travel experiences?
What organisational or ethical barriers still stand in the way of mainstream AI adoption in tourism?

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Developing an AI Strategy

4:10 pm

Design Sprint

This interactive session will guide participants through the process of developing a robust AI strategy. We'll investigate key considerations for successful implementation, from identifying opportunities for value creation and intuitive design of user interfaces through AI to identifying opportunities for integration establishing ethical frameworks and building trust.

Shaping AI Strategy

Designing an AI Strategy Through Innovation and Multi-Modal Technologies

Generative AI

AI Infrastructure

Adoption

AI Modalities

Strategy

12:00 – 13:15 | Lunch

Generational Intelligence

Exploring Gen Alpha as the Future of Tourism Marketing

Chart the future of tourism by identifying emerging trends and gaining insights on how to engage generations to design adaptive strategies. The session will focus on behavioural and technological changes in the midst of growing generational divides. Teams will participate in creating frameworks for destination marketing, exploring the evolving needs of Gen Alpha and their unique travel motivations, shaped by the digital age, the impact of COVID-19 and a growing focus on mental health.

Social Media

Trends

Strategy

Gen Alpha

Generational Divides

North East Industry Innovation Session

9:10 am

Panel

How can destinations integrate innovation and technology to drive strategic destination development? In this panel session, we'll explore how the North East of England is positioning itself at the intersection of digital innovation and strategic destination development.
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We’ll examine the long-term vision driving the city and region forward, focusing on collaborative frameworks that unlock innovation at scale and looking at the broader ecosystem powering transformation as well as regional development:

In what ways is digital innovation influencing how the North East of England defines and expresses its regional identity?
What collaborative models are enabling innovation across public, private and cultural sectors in the North East?
In what ways are structural reforms accelerating digital integration and long-term regional transformation?

How Screen Tourism Captivates the Next Generation

9:45 am

Keynote

How can DMOs leverage set-jetting to drive regional tourism and engage next generation travellers? In this session, Emma Wilkinson, Deputy Director of Global Marketing at VisitBritain, will share valuable insights from VisitBritain's latest campaigns, exploring how cinematic storytelling and creative digital marketing are being used to reshape destination appeal. With a spotlight on Starring GREAT Britain and Got the Shot, this session will dive into how screen tourism is helping to distribute travel more evenly across UK regions. Discover how strategic partnerships and digital fulfilment frameworks are creating new tourism narratives, unpacking:

How can screen tourism campaigns strengthen regional tourism and influence travel decisions across the different generations?
In what ways does digital marketing and audience-driven storytelling enhance the emotional connection between on-screen stories and real locations?
What strategies resonate most with Gen Z and Gen Alpha when promoting destinations through screen tourism?

Exploring Generational Differences in Digital-First Experiences

10:20 am

Panel

How do digital behaviours across generations shape the way we design, communicate and deliver tourism experiences? In this panel session, we’ll explore how emerging generational traits, of Gen Z and Gen Alpha, are redefining expectations in a digital-first world.

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With a focus on technology and generational trends, this session looks at how differences in behavioural patterns, values and content preferences are shaping digital strategies. From gamified experiences to influencer ecosystems and personalised discovery, we’ll explore the shifting expectations shaping next-generation visitors, focusing on:

How do Gen Alpha's digital habits differ from those of previous generations and what does this mean for tourism?
In what ways can destinations design experiences that are responsive to generational values and digital behaviours?
How can understanding generational intelligence help to shape digital strategies for visitor experience and engagement?

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Coffee Break

10:55 am

Deep Dive on Gaming: How Canary Islands Leverages Roblox for Immersive Storytelling

11:25 am

Keynote

How can destinations harness the power of gaming to engage a new generation of travellers? Join Elena González de Parga, Marketing Director at Canary Islands Tourism Board, & Yurena Escobar Alonso, CEO of Flecher, in this session as they dive into Find the Seasouls – an immersive experience on Roblox created by Canary Islands Tourism Board to inspire environmental awareness among Gen Alpha. With 160 unique characters representing local wildlife, Find the Seasouls is a call to adventure with a purpose. We'll explore how destinations can use immersive storytelling to engage future travellers, focusing on:

How are gaming platforms like Roblox opening up new opportunities for immersive storytelling?
In what ways can immersive storytelling help audiences engage more deeply with a destination’s culture and core values, sparking curiosity to inspire travel decisions?
What is the broader potential of gaming in tourism, from brand-building to instilling values and creating long-term affinity with a place?

Designing Next Generation Marketing Strategies

12:10 pm

Design Sprint

This co-design session will explore the strategies needed to effectively engage with today's dynamic audiences and prepare for the future by creating a strong relationship with Gen Alpha. We will brainstorm innovative marketing strategies for enabling omni-generational marketing, tapping into wider societal trends, encouraging social sharing and balancing AI applications with authentic storytelling.

Immersive Storytelling and Spatial Computing

Using Storytelling and Spatial Computing to Shape Immersive Experiences

Immersive Experiences

Digital Twins

Storytelling

Spatial Computing

Authenticity

Discover how combining storytelling and spatial computing can result in captivating content that adds genuine value to the visitor journey. We will explore the meaning of spatial computing and how it allows users to interact with technology through immersive experiences. Teams will examine innovative ways to bring destinations to life, the concept of digital twins and how spatial computing can help us become more present but still capture the moment.

Telling Stories with Digital Heritage: Unlocking Immersive Visitor Experiences

2:20 pm

Keynote

How does bringing cultural heritage to life through storytelling, 3D and immersive technology transform the visitor experience? In this session, Dr. Fiona Mowat, Senior Marketing Intelligence Coordinator, and Dr. Beth Daley, Editorial Adviser at Europeana, will explore the transformative potential of digital heritage in creating immersive journeys. Digital tools are redefining how cultural stories are told and experienced. By blending creativity with emerging technology, like 3D modelling, cultural institutions can create deeper emotional connections with audiences, opening up new pathways for both engagement and preservation. Join in with an interactive storytelling activity from your smartphone or laptop. The session will dive into:

How can immersive storytelling enhance visitor engagement and foster deeper emotional connections with cultural heritage?
In what ways are 3D objects and digital tools reshaping accessibility, interactivity and preservation in cultural heritage experiences?
How can we differentiate between fact-sharing and storytelling to create visitor-centred narratives?

No App, No Hardware, No Limits… WebXR

2:45 pm

Keynote

What if immersive experiences didn’t require expensive tech or complicated downloads? Join Dr. Ray Holder, Head of XR at Smartify, in a session that challenges the status quo of AR by showcasing the potential of WebXR – delivering accessible and scalable experiences straight from the browser. Building upon a two-year research project with the University of the West of Scotland, the session will explore:

How do the evolving capabilities of WebXR compare with established platforms like Sketchfab and 8th Wall?
How can museums and cultural institutions leverage browser-based XR to engage audiences without barriers?
What do upcoming WebXR projects signal for the future of immersive storytelling?

Museums in the Metaverse: Democratising XR for Cultural Heritage

3:10 pm

Keynote

Join Dr. Pauline Mackay from the University of Glasgow for an exciting session exploring how XR is reshaping access to cultural heritage. Focusing on Museums in the Metaverse and the launch of a new research centre on Realities and Immersion, this session offers insight into how to open up new cultural and creative opportunities to advance regional connectivity in XR and cultural storytelling, diving into:

How does the two-sided VR platform empower users to curate immersive exhibitions using high-resolution 3D models?
How does the project address the experiential deficit, bringing artefacts that are often kept in storage to the forefront?
What are the key questions around ownership, IP and emerging business models for digital heritage?

Designing Location-Based Augmented Experiences

3:35 pm

Panel

How can immersive technology transform destination locations into powerful storytelling environments? In this discussion, we spotlight innovators pushing the boundaries of experience design and storytelling.

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The session will explore how destinations can transform public spaces by crafting compelling, story-driven journeys and redefining engagement through immersive, location-based AR. We'll examine how immersive storytelling can create truly memorable visitor experiences, while unpacking how destinations can tap into its potential to deepen connection and enhance place identity, focusing on:

What are the creative and technical opportunities of location-based AR in tourism?
How can spatial computing blend digital storytelling with real-world locations?
How can we reduce barriers to adoption and build platforms that make AR more accessible?

Designing a Roadmap for Spatial Computing in Tourism

4:10 pm

Design Sprint

This interactive session will delve into the exciting possibilities of spatial computing technologies for transforming the tourism experience. We will focus on co-designing engaging and user-centred experiences that leverage the unique capabilities of spatial computing to enhance visitor engagement, enrich cultural understanding and create unforgettable memories.

Social Evening at the ABOVE

7:30 pm

Come and unwind with us at the ABOVE, Newcastle's fantastic rooftop venue offering stunning 360-degree views across the city.

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After a full day of sessions, this is your perfect opportunity to relax and connect with fellow attendees and speakers in a much more laid-back atmosphere. We'll have a delicious buffet and welcome drinks available throughout the evening, so you can focus on making those valuable connections and continuing the conversations that matter.

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It's going to be a great way to wrap up the day. We hope to see you there!

Immersive Storytelling and Spatial Computing

Using Storytelling and Spatial Computing to Shape Immersive Experiences

Immersive Experiences

Digital Twins

Storytelling

Spatial Computing

Authenticity

13:15 – 15:15 | Two Parallel Deep Dives

Having mapped the broad strategic challenges in the morning, we will explore specific areas that haven't been widely examined in destination marketing contexts. Discussions draw on use cases contributed by Workstream members, focused on real examples from DMOs that ground conversations in practical experience.

Track A: Strategic Governance

For senior leaders, CMOs, directors and those focused on organisational strategy

Track B: Content Operations and Brand Management

For digital directors, content managers, social media leads and marketing managers

Session 1:
Building Internal Knowledge Platforms

How do RAG systems, Model Context Protocol and structured data position destinations for the LLM era?

Most DMOs have accumulated knowledge resources across multiple systems. This fragmentation creates barriers when AI systems need structured, accessible knowledge to work effectively. RAG systems enable AI to query internal knowledge bases and retrieve accurate information. Model Context Protocol provides standardised ways for AI to access different data systems. This session explores what "AI-ready architecture" means for destinations, examining what infrastructure changes unlock genuine capability.

We'll explore:

RAG systems, MCP and emerging approaches to streamlining AI integration capabilities
Structuring internal knowledge so AI can query and synthesise information
Quick wins versus longer-term infrastructure investment decisions

Session 1:
Workflow Automation and Content Innovation

How are vibe coding and GEO-optimised formats transforming production workflows?

Content operations are changing rapidly as new tools emerge and AI capabilities shape what formats and styles perform most effectively. This session explores which automation approaches work brilliantly and where they disappoint. We'll examine workflow automation across translation, video production, research and content planning, plus explore vibe coding — using AI to make an app or website without traditional development skills. We'll also look at emerging content trends: new video styles, GEO-optimised content for AI platforms, formats designed for AI synthesis, and what these shifts mean for your production approach and skill requirements.

We'll explore:

Workflow automation tools: where they excel and fail
Vibe coding opportunities for quickly building micro-campaign landing pages
GEO content strategies and formats optimised for AI platform visibility

Session 2:
AI Agents and Governance

When AI operates autonomously, how do red teaming and governance frameworks actually work in practice?

AI agents represent a shift from tools that destinations manually control to systems that act independently within set boundaries. AI agents might monitor social media and respond to comments, analyse data or create personalised content in real time. This session examines where AI agents create genuine value for destinations versus where autonomy introduces unacceptable risk. We'll explore governance approaches, including red teaming — deliberately testing systems to find failures — and discuss whether these practices are scalable for smaller organisations with fewer resources.

We'll explore:

Where autonomous AI agents create value in destination marketing
What risks emerge at different levels of AI autonomy and decision-making
Red teaming approaches and practical governance

Session 2:
Brand Reputation and Viral AI Content

How do you respond when AI-generated misinformation spreads faster than traditional communications allow?

Viral AI-generated content creates reputation challenges that move faster than traditional communications. Fake disaster images and manipulated videos all directly influence destination perception, undermining the efforts of destination marketers. This session examines practical response frameworks and emerging opportunities for developing enhanced tech company relations around brand safety. We'll develop approaches for responding effectively when speed matters, determining boundaries for your own creative AI content and conversations with partners about responsibility and risk.

We'll explore:

Response protocols when viral AI misinformation spreads faster than DMOs can react
Tech company relations: flagging content, brand safety, AI transparency
The human element of destination marketing to ensure DMOs remain the authoritative source of information

Track A: Strategic Governance

For senior leaders, CMOs, directors and those focused on organisational strategy

Session 1:
Building Internal Knowledge Platforms

How do RAG systems, Model Context Protocol and structured data position destinations for the LLM era?

We'll explore:

RAG systems, MCP and emerging approaches to streamlining AI integration capabilities
Structuring internal knowledge so AI can query and synthesise information
Quick wins versus longer-term infrastructure investment decisions

Session 2:
AI Agents and Governance

When AI operates autonomously, how do red teaming and governance frameworks actually work in practice?

We'll explore:

Where autonomous AI agents create value in destination marketing
What risks emerge at different levels of AI autonomy and decision-making
Red teaming approaches and practical governance

Track B: Content Operations and Brand Management

For digital directors, content managers, social media leads and marketing managers

Session 1:
Workflow Automation and Content Innovation

How are vibe coding and GEO-optimised formats transforming production workflows?

We'll explore:

Workflow automation tools: where they excel and fail
Vibe coding opportunities for quickly building micro-campaign landing pages
GEO content strategies and formats optimised for AI platform visibility

Session 2:
Brand Reputation and Viral AI Content

How do you respond when AI-generated misinformation spreads faster than traditional communications allow?

We'll explore:

Response protocols when viral AI misinformation spreads faster than DMOs can react
Tech company relations: flagging content, brand safety, AI transparency
The human element of destination marketing to ensure DMOs remain the authoritative source of information

15:15 – 15:45 | Coffee Break

15:45 – 16:30 | Synthesis and Forward Questions

Each parallel track reports back on key insights, practical approaches and unresolved questions from their afternoon sessions. Brief closing discussion identifies priority areas for future exploration in 2026 Workstream sessions.

FAQs

What is the format of the workstreams?

Each workstream operates as a quarterly community with four sessions per year - two intensive in-person collaborative sessions and two online collaborations. This ensures sustained engagement and allows insights to translate into competitive advantage over time.

What makes the workstreams different and what should I expect?

These workstreams create something entirely different from typical industry events. These intensive peer-to-peer sessions focus on practical problem-solving rather than traditional presentations. You'll engage in roundtable discussions, work directly with cutting-edge tools and share real performance data with fellow practitioners facing similar challenges. Through structured working groups and collaborative workshops, you'll co-develop solutions and build lasting partnerships with accountability systems that drive measurable results long after the session ends.

Who should attend each workstream?

The Leadership Strategy Workstream is designed for CMOs, Marketing Directors and Senior Decision Makers. The Content & Media Innovation Workstream is tailored for Content Teams, Social Media Managers and Creative Directors. Please note: The workstreams are exclusively for destination members and invited DMOs. Register here.

How long are the workstream sessions?

In-person sessions run for a full day (approximately 10:30-16:30), featuring multiple focused workshops with breaks and networking opportunities. Individual sessions typically run 75-90 minutes each, with some extended hands-on sessions lasting up to 105 minutes. Online sessions are shorter, concentrated collaborations between the in-person meetings.