Dashboard | Cases

Austria Tourism

Supported an entire industry through a period of fast change, Change Tourism Austria centres on helping an industry build the confidence to act.

16 Jun 2026

Supporting Industry AI Transformation: Building the Change Tourism Austria Platform

Austria Tourism

Supported an entire industry through a period of fast change, Change Tourism Austria centres on helping an industry build the confidence to act.

16 Jun 2026

Building AI-Mediated Destination Experiences

Slovenian Tourist Board, Selfe

The way visitors choose destinations is shifting from search results to conversations with AI assistants and autonomous agents on their behalf.

15 Jun 2026

The Impact of AI on Destination Discoverability

Tiki, Oberösterreich Tourismus, Discover Peterborough

Strong SEO performance no longer translates into presence in AI answers, which means that destination content strategies need to evolve.

12 Jun 2026

Is Governance The Most Misunderstood Word In AI?

Aruba Tourism Authority, Visit Skåne

Governance often becomes the thing teams try to circumvent. Reframing to be an enabler, it becomes the structure that lets skills and data work.

11 Jun 2026

How Fast Should We Move With AI?

Austria Tourism, Marketing Greece, Stockholm Business Region

The pace of AI adoption has dominated boardroom conversations across the tourism sector for two years.

10 Jun 2026

Data

Redefining Tourism with Data and AI: The Canadian Tourism Data Collective

Destination Canada

The Canadian Tourism Data Collective uses AI and 230+ datasets to unify industry insights, driving smarter, more equitable growth across Canada.

31 Mar 2026

Digital

The Düsseldorf City Quest: Turning Urban Heritage into a Playful Digital Experience

SpotAR, Düsseldorf Tourismus

As DMOs look for new ways to shift visitor behaviour, distribute footfall and reach younger audiences, game-based experiences are proving their value.

12 Mar 2026

Autentico Aruba Culinary Festival: Uniting a Sector to Build a Destination Brand

Aruba Tourism Authority

The Autentico Aruba Culinary Festival unified the island’s food scene, using strategic partnerships and heritage to build a global destination brand.

25 Feb 2026

Dark Sky Terschelling: Boosting Off-Season Demand

VVV Terschelling

The "Dark Sky Terschelling" campaign boosted off-season tourism by using its star-filled skies to drive sustainable growth and local economic impact.

16 Feb 2026

Sustainability

BC Tourism Climate Resiliency Initiative: Building a Province-Wide Framework for Sustainable Transformation

Destination British Columbia

BC’s Tourism Climate Resiliency Initiative unites government, DMOs and Indigenous partners to help tourism businesses adapt.

06 Feb 2026

Engaging Tomorrow's Visitors: Consumer Behaviour and Marketing Trends Shaping 2026

Skyscanner, Visit Sweden, Visit Greenland & Fáilte Ireland

Destination marketing has long operated on established assumptions about how travellers discover, evaluate and choose places to visit.

14 Jan 2026

Building a Multi-Faceted Destination Brand

Business Iceland & Digital Tourism Think Tank

Iceland shows how integrated branding and creative marketing can shape demand, reduce seasonality and drive value across sectors.

From Vanity Metrics to Shared Digital Accountability

Sojern & Digital Tourism Think Tank

Destination marketing is shifting from vanity metrics to shared digital measurement that proves real impact, value and accountability.

Integrating Local Voices into Destination Marketing

Visit Faroe Islands

Visit Faroe Islands built a compelling case for why slowing down might be the smartest strategic move a destination can make.

Research & Policy

The Rural Advantage: Exploring Rural Tourism's Untapped Economic Potential

Digital Tourism Think Tank & Airbnb

New research shows rural tourism can ease overtourism while driving resilient growth, income and year-round opportunity across Europe.

Authentic Placemaking: The Unique Narrative of Little Tokyo

Visit Düsseldorf

Visit Düsseldorf shows how destination brands grow stronger by amplifying authentic community stories, not creating them from scratch.

Taking Risks with AI: Embracing Experimentation for Storytelling

Visit Benidorm

Antonio Sánchez from Visit Benidorm, posed a thought-provoking question: “Does AI kill authenticity in destination marketing?”

Form, Function and Engagement: Visit Norway's Fairytale Finder

Visit Norway

"Are we there yet?" The universal refrain of children on road trips worldwide takes on particular significance for Norway's tourism sector.

Exploring New Perspectives: Balancing Consistency with Nuance

Visit Portugal

Visit Portugal uses emotional storytelling and creative metaphors to balance tourism growth across regions and attract high-value visitors.

Helsinki Partners' Brand: Evolving Beyond Tourism

Helsinki Partners

The traditional destination marketing organisation, with its singular focus on attracting visitors, positions destinations through narrow lenses.

30 Dec 2025

Ireland Unrushed: Connecting Visitors to a Strong Sense of People and Place

Tourism Ireland

Understanding who you want to attract and why they travel is essential to developing campaigns that resonate authentically, rather than superficially

29 Dec 2025

No App, No Hardware, No Limits… WebXR

Smartify

Using WebXR for browser-based XR experiences represents a shift towards accessible and scalable digital infrastructure.

20 Jun 2025

Designing Location-Based Augmented Experiences

Imvizar, Aucto Visio LTD, Newcastle University

The convergence of AR technology with location-based storytelling represents a pivotal moment in destination experience design.

Museums in the Metaverse: Democratising XR for Cultural Heritage

University of Glasgow

The Museums in the Metaverse (MiM) project fundamentally reconceptualises how cultural institutions can leverage immersive technologies.

Supporting Industry AI Transformation: Building the Change Tourism Austria Platform

Austria Tourism

Supported an entire industry through a period of fast change, Change Tourism Austria centres on helping an industry build the confidence to act.

16 Jun 2026

Building AI-Mediated Destination Experiences

Slovenian Tourist Board, Selfe

The way visitors choose destinations is shifting from search results to conversations with AI assistants and autonomous agents on their behalf.

15 Jun 2026

The Impact of AI on Destination Discoverability

Tiki, Oberösterreich Tourismus, Discover Peterborough

Strong SEO performance no longer translates into presence in AI answers, which means that destination content strategies need to evolve.

12 Jun 2026

Is Governance The Most Misunderstood Word In AI?

Aruba Tourism Authority, Visit Skåne

Governance often becomes the thing teams try to circumvent. Reframing to be an enabler, it becomes the structure that lets skills and data work.

11 Jun 2026

How Fast Should We Move With AI?

Austria Tourism, Marketing Greece, Stockholm Business Region

The pace of AI adoption has dominated boardroom conversations across the tourism sector for two years.

10 Jun 2026

Data

Redefining Tourism with Data and AI: The Canadian Tourism Data Collective

Destination Canada

The Canadian Tourism Data Collective uses AI and 230+ datasets to unify industry insights, driving smarter, more equitable growth across Canada.

31 Mar 2026

Digital

The Düsseldorf City Quest: Turning Urban Heritage into a Playful Digital Experience

SpotAR, Düsseldorf Tourismus

As DMOs look for new ways to shift visitor behaviour, distribute footfall and reach younger audiences, game-based experiences are proving their value.

12 Mar 2026

Autentico Aruba Culinary Festival: Uniting a Sector to Build a Destination Brand

Aruba Tourism Authority

The Autentico Aruba Culinary Festival unified the island’s food scene, using strategic partnerships and heritage to build a global destination brand.

25 Feb 2026

Dark Sky Terschelling: Boosting Off-Season Demand

VVV Terschelling

The "Dark Sky Terschelling" campaign boosted off-season tourism by using its star-filled skies to drive sustainable growth and local economic impact.

16 Feb 2026

Sustainability

BC Tourism Climate Resiliency Initiative: Building a Province-Wide Framework for Sustainable Transformation

Destination British Columbia

BC’s Tourism Climate Resiliency Initiative unites government, DMOs and Indigenous partners to help tourism businesses adapt.

06 Feb 2026

Engaging Tomorrow's Visitors: Consumer Behaviour and Marketing Trends Shaping 2026

Skyscanner, Visit Sweden, Visit Greenland & Fáilte Ireland

Destination marketing has long operated on established assumptions about how travellers discover, evaluate and choose places to visit.

14 Jan 2026

Building a Multi-Faceted Destination Brand

Business Iceland & Digital Tourism Think Tank

Iceland shows how integrated branding and creative marketing can shape demand, reduce seasonality and drive value across sectors.

From Vanity Metrics to Shared Digital Accountability

Sojern & Digital Tourism Think Tank

Destination marketing is shifting from vanity metrics to shared digital measurement that proves real impact, value and accountability.

Integrating Local Voices into Destination Marketing

Visit Faroe Islands

Visit Faroe Islands built a compelling case for why slowing down might be the smartest strategic move a destination can make.

Research & Policy

The Rural Advantage: Exploring Rural Tourism's Untapped Economic Potential

Digital Tourism Think Tank & Airbnb

New research shows rural tourism can ease overtourism while driving resilient growth, income and year-round opportunity across Europe.

Authentic Placemaking: The Unique Narrative of Little Tokyo

Visit Düsseldorf

Visit Düsseldorf shows how destination brands grow stronger by amplifying authentic community stories, not creating them from scratch.

Taking Risks with AI: Embracing Experimentation for Storytelling

Visit Benidorm

Antonio Sánchez from Visit Benidorm, posed a thought-provoking question: “Does AI kill authenticity in destination marketing?”

Form, Function and Engagement: Visit Norway's Fairytale Finder

Visit Norway

"Are we there yet?" The universal refrain of children on road trips worldwide takes on particular significance for Norway's tourism sector.

Exploring New Perspectives: Balancing Consistency with Nuance

Visit Portugal

Visit Portugal uses emotional storytelling and creative metaphors to balance tourism growth across regions and attract high-value visitors.

Helsinki Partners' Brand: Evolving Beyond Tourism

Helsinki Partners

The traditional destination marketing organisation, with its singular focus on attracting visitors, positions destinations through narrow lenses.

30 Dec 2025

Ireland Unrushed: Connecting Visitors to a Strong Sense of People and Place

Tourism Ireland

Understanding who you want to attract and why they travel is essential to developing campaigns that resonate authentically, rather than superficially

29 Dec 2025

No App, No Hardware, No Limits… WebXR

Smartify

Using WebXR for browser-based XR experiences represents a shift towards accessible and scalable digital infrastructure.

20 Jun 2025

Designing Location-Based Augmented Experiences

Imvizar, Aucto Visio LTD, Newcastle University

The convergence of AR technology with location-based storytelling represents a pivotal moment in destination experience design.

Museums in the Metaverse: Democratising XR for Cultural Heritage

University of Glasgow

The Museums in the Metaverse (MiM) project fundamentally reconceptualises how cultural institutions can leverage immersive technologies.