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MarketingOost

MarketingOost shares its data management strategy and the process of developing new social and environmental impact indicators.

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Lessons Learned from Helsinki's Digital Journey

Helsinki Partners

Chiara Loos shares how Helsinki built a brand centred upon the My Helsinki platform and bold and diverse marketing campaigns.

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Estonian Tourist Board's Service Design Masterclass

Estonian Tourist Board & Guidio

Ave Pill and Küllike Tint talk about the Estonian Tourist Board's Service Design Masterclass and how it helps businesses, such as Guidio.

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Driving Place-Based Innovation Through the "How to Athens" Campaign

Marketing Greece

Marketing Greece's "How to Athens" campaign helped visitors get the most out of their trip by promoting lesser-known locations in the city centre.

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Destination Transformation in Finland

Visit Finland

Kaisa Kosonen shared Visit Finland's approach to destination transformation, focused on digitalisation, data management and sustainability.

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Find your Freedom - Gamified Marketing Campaign

Cape Town Tourism

Find Your Freedom is a well-designed strategic campaign, centred on an interactive travel adventure highlighting the beauty and culture of Cape Town.

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Bring Yourself, We'll do the Same

Netherlands Board of Tourism & Conventions

The Netherlands Board of Tourism & Conventions show how the tourism sector can align and adapt its marketing efforts to reflect national branding.

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SeatBoost Live Upgrade Auctions

Lufthansa

Lufthansa has turned to live auctioning technology to attempt upselling premium seating on their international flights.

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Astrotourism at Dark Sky Alqueva

Dark Sky Reserve Alqueva

The Dark Sky Reserve Alqueva was the first to be recognised as a "Starlight Tourism Destination", with a focus on sustainability and innovation.

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Instant Booking in the MICE sector - Marriott International

Marriott International

Marriott International has added Instant Booking features for its MICE offering, simplifying the booking process and improving efficiency.

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The Power of Voice Search with Aerin

Aertrip

Aertrip enabled Aerin - a personal travel assistant - which allows users to find the best flight deals with simple voice commands within seconds.

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Journee Trips - Looking to be surprised?

Journee Trips

Journee Trips sends people on holiday to surprise destinations and they plan everything for the traveller - stress-free planning.

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Loodusega Koos - Estonia/Finland Hiking

Riigimetsa Majandamise Keskus and Metsähallitus

The Estonian and Finnish Forestry Management Organisations teamed up to promote hiking tourism routes, through storytelling and a simple website.

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Celebrity Cruises Wonderverse Virtual World

Celebrity Cruises

Celebrity Cruises has diversified its marketing approach and branched out into the metaverse to showcase the cruising sector to new audiences

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Swisstainable Veggie Day

Switzerland Tourism

The Swisstainable Veggie Day promoted Swiss cuisine and encouraged chefs to source local produce and better serve the needs of vegetarian travellers

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Selling a Road Trip In Greece - The Digital Experience

Marketing Greece

In this case study, we will explore the digital user experience on this website through different lenses - design, strategy and functionality.

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A Collective Dream Experience

The Dali Museum

The Dream Tapestry experience is powered by DALL·E, an AI model that takes the text and turns it into images - that never existed before.

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Bingewatching in Zwolle

MarketingOost & Zwolle

MarketingOost recently developed an amazing domestic campaign around binge-watching.

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What does a Successful Website Redesign Look Like?

Visit Jersey

Visit Jersey has recently gone through a significant digital transformation with the redesign of their website.

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How can Destinations Thrive in Placemaking?

Visit Singapore

'Here is SG' represents Singapore's tourism strategy and it has increased brand preference for the Passion Made Possible (PMP) Brand.

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The Key Role of Indigenous Communities in Tourism

Destination BC

To succeed in such a competitive environment as digital, it is critical to remain true and at the same time be excellent when executing.

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When a Vegan Restaurant is no Longer Vegan-Only

Stem & Glory

What is remarkable is the way the restaurants appeal not only to vegans but to everyone who likes good food.

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How to Create Compelling Experiences Inside and Outside Galleries

V&A Museum

Art has no borders - with digital, artwork becomes global. This turns art into a key element of destination marketing.

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How to Reinvent Artwork? The Casa Batlló Example

Casa Batlló

Arts and culture have become digital and destinations must understand how these changes can be turned into opportunities to attract visitors.

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The Virtual Reality Restaurant

Frenessì Restaurant

Technology can play a key role in creating immersive experiences, by pushing people's senses to the limit.

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Are Destination Websites Still Relevant?

Digital Leaders Community

All agree that in a few years all destination websites will have different roles - even if all have made huge investments in these platforms.

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The Challenges of Sustainable Certifications

Green Destination, Vireo & EarthCheck

The speakers agree that destinations still don't see the value in destination certification.

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Becoming a Smart Destination

Visit Gijón, Fundació Visit València, Bordeaux Tourism Office, Municipality of Middelfart, Donostia San Sebastian Tourism & Sevilla City Office

It is key to involve everyone in the process - share with everyone and spread smart tourism impact to neighbourhoods.

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Succeeding with Co-Operative Marketing

Travel Vertical, Google

Creativity is the most relevant determinant of ROI - it's key to understand how can destinations leverage creativity when creating their campaigns.

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Policy Leadership for Sustainable Transformation

We Don't Have Time & MURMURATION

The risk of the negative narrative on social is that companies simply do nothing out of fear of acting out of step or will face criticism.

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Ensuring Diversity in Travel Storytelling

Contiki

Communities can teach us a lot, taking time to learn from others whether it's the LGBTQI+ community or indigenous communities.

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Driving Sustainable Tourism Collaboratively

TUI Group

The co-lab initiative can become a clear catalyst for change, but it will never be a model that can be replicated everywhere.

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The New Role of DMOs

Göteborg & Co

Katarina believes this new role of DMOs is as the mediators as well as the hub for knowledge and the one who initiates innovation.

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Driving Sustainable Innovation

UNWTO

As startups, working to achieve the SDGs is truly something that they recognise is a direction they have to work towards.

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Strengthening Digital Products & Experiences

Visit Finland

Data Hub allows Finnish travel companies to register and add marketing content reallocated to their company, services and products.

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Live & Work Anywhere: Attracting Remote Workers

Airbnb & Cape Town Tourism

Features like workspace availability are critical so remote workers can continue to work whilst travelling.

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Embarking on a Literary Tour

VisitPortugal

Based on the book "Journey to Portugal" written by Saramago, the places described by Saramago, the landscapes and the communities, were revisited.

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Live & Work Anywhere: From Idealism to Realism

Airbnb

If we want to consider the wider shift in tourism, we need to look deeper into how people are travelling, living and working today.

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Why UGC is a Game Changer for Destination Marketers

CrowdRiff

There are 4.7 billion active social media users, so if only half of those post just once that's still 2.35 billion pieces of user-generated content.

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Adapting to New Tourism Ecosystems

4VI

The shift from a Management Organisation to a Social Enterprise was a successful transformation.

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Sustainable Cities of the Future

NEOM

NEOM will be more than a destination - people will live there. Their vision is to create a destination that is net-positive.

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From Consumer Insights to Effective Marketing

YouGov

YouGov's data is all about having connected data that allows marketers to explore, plan, activate and track.

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Training Hospitality Staff in a Post-Pandemic Context

INSETE

The Learning and Development pillar of INSETE organises and delivers educational actions to support, promote and enhance capabilities.

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Creating a Better Work Environment for Hospitality Staff

Sweeply

Sweeply is not only trying to improve efficiency and productivity but also ensuring that this improvement finds its way back to service excellence.

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Highlighting Women Leading Tourism

Soul Luxury, Healing Hotels of the World & Lila Fox Travel Co.

Understand what sits at the heart of the success of these three impressive women.

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Milan on Attracting Talent in the Destination

Milano and Partners

Falling in love with Milano was the key thinking behind the campaign concept, which started with the message "it could be just for a date".

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Ensuring Wellbeing and Inclusion In Tourism

Planet Happiness & Women in Travel cic

With the right insights on destination wellbeing, destinations can use their funding and marketing activities to address weakness at a product level.

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Voice Marketing in a First-Party Data World

Contiki

Lottie starts out by explaining that working in the sexy and innovative realm of voice marketing has been a journey, not a sprint.

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How is UX Shaping Destination Websites?

Creatim & Slovenian Tourist Board

Why is user experience (UX) important for destination websites? For Slovenia, the main aim of the website is awareness.

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Developing Experiences Through Technology

German National Tourist Board

Olaf Schlieper starts by building on his long experience in tourism and how today it has arrived at the Metaverse.

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Using gamification to attract travellers & encourage in-destination exploration

Smålands Turism

Helen Berg, CEO of the Smålands Turism, shares how they created this app and which were the main challenges during the development process.

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Experimenting with Digital Technologies: Becoming a Smart Destination

Visit Benidorm

Lucho explained their journey to become a smart destination with five pillars: Innovation, Technology, Sustainability, Governance and Accessibility.

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Experience Overijssel: Tourists Will go Where you Point Them

Travel with Zoey & Breda University of Applied Sciences

In this session, Rajneesh and Ondrej provided us with insights on the technology, its prospects and its advantages.

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Sparks of Various Appearances of XR and its Potential for New Approaches in Tourism

MSM.digital

Sven and Camillo joined us to discuss the various sparks of AR and XR for new approaches in Tourism and Travel.

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Exploring Opportunities of Gaming in Destination Strategy

Cape Tourism & Gamigo

Johannes and Nadia joined us for a panel discussion on gamification opportunities in destination strategy.

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Sparking Innovation with Design Experiences

Tourism in Skåne

On day 3, Josefine and Tirsa discussed Design Thinking initiatives and projects for sustainability.

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Circular Destination Experiences

CSCP & Greencentive

Adriana and Olivér joined us for a fireside chat sharing their perspectives on circular destination experiences and sustainability initiatives.

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Reading Travellers' Mind with AI

BD4.ai & Visit Iceland

Tiago and Sveinn joined us to discuss their views on digitalisation and Artificial Intelligence frameworks, connecting and understanding travellers.

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DAOs and NFTs - Everything Considered

Cinello, eXplorins, 'Verse Gallery & Winding Tree

The panellists share their digitalisation journeys and provide a synopsis of their projects in different sectors.

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The AI Consultation Hour

KI.NRW

Florian began by explaining that AI for computers is similar to a child learning a new language and speaking.

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Next Generation City Guides with AR

OneGuid & SpotAR

Viktor and Wiebke joined us for a fireside chat on immersive city guides and opportunities to unlock destination potentials for travellers.

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Digital Culture Transformation - Looking into the Future

Rausgegangen

Tim joined to discuss the rausgegangen.de platform, a website for people to find events and activities.

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Azores Leading Sustainable Tourism

Azores Regional Government

Carolina, the DMO Coordinator at Azores Regional Government, delivered the first DMO talk at X Design Week on the topic of sustainable tourism.

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Reimagining the 30 Second Ad to Break Through the Clutter

Cape Town Tourism

Nadia Aniff, Head of Marketing at Cape Town tourism, joined us at X Design Week, introducing the 'Find Your Freedom' campaign.

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Pop-up Festivals, Fringe Culture and the Urban Revival

Cylvester, CityLeaks & C/o Pop

In this panel discussion, we hear how pop-up and urban experiences, creativity and innovation could have a transformative impact on the destination.

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Popular Music Tales: Creating Unique Urban Discovery Trails

Modularfield Records

Following a panel discussion on urban experiences, we were joined by Stefan Liehr and Markus Scholz from Modularfield Records.

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The TimeRide Case: Re-Experiencing City History with Virtual Reality Time Travels

TimeRide

Jonas Rothe, Founder and CEO of TimeRide, joined us at X Design Week for a fireside chat on re-experiencing history with VR time travels.

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Discovering the possibilities of Tourism 4.0

eXplorins

Daniel Ferrer, CEO of eXplorins joined us for a fireside chat on Tourism 4.0 and emerging digital solutions in tourism and travel.

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Co-Op Marketing for Destinations: The Path Forward for Covid-19 Recovery

Skift and Sojern

Covid-19 is creating a make or break moment for destination marketing.

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A Branding and Communication Story

Visit Valencia

Miguel Angel Pérez, from Visit Valencia, presented how a branding and communication story can be successfully developed and transmitted.

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Accelerating Domestic Tourism Through Marketing

Fáilte Ireland

Claire Cadogan, from Fáilte Ireland, joined us for a keynote on how they have accelerated domestic tourism in Ireland.

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Becoming Data Agnostic

GTS Altitude

We were joined by Tiago Relvão, from GTS Altitude, to explore how destinations can make use of data to be much more competitively positioned.

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How Brands Inspire Travel

In this short keynote, Ashish Arya, from Pinterest, guided us through how brands can inspire the return to travel.

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How Local Ambassadors and Influencer can help you tell your Brand Story

Newfoundland and Labrador

During his keynote, Laurie, guided us through how local ambassadors and influencers can help us tell our brand story.

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Iceland on Maintaining Digital Competitiveness

Business Iceland

During his talk, Daði, from Business Iceland, presented two of their campaigns to us to show us how they maintain their digital competitiveness.

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Return to Travel

YouGov & Skyscanner

In this session, Eva Stewart, from YouGov, and Stephanie Boyle, from Skyscanner, provided us with an overview of emerging traveller behaviour.

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The Contiki TikTok Challenge

Contiki & NYC & Co

In this panel, together with Lottie and Prisca, we looked into Contiki's TikTok Challenge which was launched in partnership with NYC Tourist Board.

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The Role of Destination Apps

Vienna Tourist Board

In this keynote, together with Julia Jakoubek, from the Vienna Tourist Board, we explored the role of destination apps by looking at the ivie app.

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Translating Sustainable Strategy into Digital

Visit Norway

In this keynote, Katrine Mosfjeld, from Visit Norway, guided us through how we can translate our sustainable strategy into digital.

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Using Content Marketing to Meet and Exceed Traveler Expectations

Convince & Convert; Visit California

During this session, Anna and Gwynne, guided us through how we can reset traveler expectations through content marketing.

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Adapting to Endemic COVID-19: The Outlook for Business Travel

World Travel and Tourism Council

Tiffany responded that the world has seen a huge loss as a result of the covid-19, which includes job losses.

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Digital Tools to Support a Sustainable Strategy

Bordeaux Tourism

In this session, together with Julie Benisty, from Bordeaux Tourism, we discovered digital tools to support a sustainable strategy.

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ECM Roundtables: Are Locals the Solution to Everything?

ECM, Hamburg Tourist Board, Barcelona Turisme & Madrid Destino

In this panel, which was a collaboration with ECM, we discussed whether locals are the solution to everything.

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ECM Roundtables: Does Business Travel Have a Future?

European Cities Marketing

‍During this panel, organised in collaboration with ECM, we were joined by 3 panellists across Europe.

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Investing in Personalised Urban Experiences

Tel Aviv Global and Tourism

For this keynote, we were joined by Yael Froman Ideses, from Tel Aviv Global and Tourism, to learn about investing in personalised urban experiences.

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Rewatch X. Festival 2021: Future of Urban Tourism

The Urban Jungle of Western Germany, Wonderful Copenhagen, Andalucia Lab & Welcome City Lab

Want to relive the excitement of Future of Urban Tourism? You can rewatch days 7 and 8.

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SketchTourPortugal, a Collaborative Approach to Content Creation

VisitPortugal

In this session, Filipa Maria Cardoso presented to us a keynote on how to develop a collaborative approach to content creation.

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Supporting Start-up Ecosystems in Tourism

Andalucia Lab

José Luis Cordoba, Managing Director of Andalucia Lab, joined us during the theme of The Future of Urban Tourism.

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The Art of Innovation: Working With the Cultural Sector to Prepare for the Future

Wonderful Copenhagen

Runa Sabre, Director of Development at Wonderful Copenhagen, joined us at X. Festival to discuss ‘The art of innovation'.

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Atmospheric Design in City Tourism

Tourismus NRW, Cylvester, Creative.NRW, Ruhr:HUB & Visit Düsseldorf

In this session, we were joined by a panel of speakers discussing the urbanana project including Laura, Tobias, Ines, Sabine, Max and Nora.

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Transforming Urban Areas

MVRDV

Gideon Maasland, Studio Director at MVRDV brought an 'outside of the industry' perspective to X. Festival by discussing architecture and planning.

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Visit Gay Osaka - Japan’s First DMO-Led LGBTQ Initiative

Osaka Convention & Tourism Bureau

Jonathon presented Visit Gay Osaka, Japan’s first DMO-led LGBTQ marketing and tourism initiative.

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Rewatch X. Festival 2021: Sustainability and Stewardship

Digital Tourism Think Tank

Want to relive the excitement of Sustainability & Stewardship? You can rewatch days 5 and 6.

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Contiki's 2025 Sustainability Strategy

Contiki

Tasha discussed Contiki's 2025 sustainability strategy and their plans to be carbon neutral from 1st January 2022.

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Norway's National Approach to Sustainable Measurement: Eco Lighthouse Certification

Eco-Lighthouse Foundation, Visit Bergen & VisitOSLO

This panel focused on the Eco-Lighthouse Foundation Certification used for enterpirses seeking to document their environmental efforts.

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Biodiversity and Regenerative Tourism

European Commission’s Knowledge Centre for Biodiversity

Jorge helped us understand a little bit more about biodiversity, its importance, how we can think about it and where it correlates with tourism.

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Thirty Years From Now: Imagining the DMO in 2050

Birthe Menke, Smålands Turism, Visit Greenland, Visit Valsugana

Birthe led a workshop on how DMOs will look like in the year 2050, a session developed around the United Nations Sustainable Development Goals.

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Driving Tourism Growth Through Sustainable Destination Management

Puerto Rico Tourism

Carla helped us explore sustainable destination management and how it can be used as a catalyst for development.

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Succeeding with Sustainable Business Transformation

TUI Group

In this keynote, we explored TUI's commitment to driving the industry toward a more sustainable future with Melvin Mak.

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WTTC's Roadmap Towards Destination Stewardship

World Travel and Tourism Council

Julia introduced us to the objectives of WTTC as an organisation who is leading the tourism industry towards a more innovative and sustainable future.