Case Studies

Discover our extensive library of case studies, covering
a wide variety of topics to help get you that edge.

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AI
Latest case study

Supporting Industry AI Transformation: Building the Change Tourism Austria Platform

Featuring
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.

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16 Jun 2026
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AI
Data
Sustainability
Marketing
Digital
Branding
Marketing

Find your Freedom - Gamified Marketing Campaign

Featuring
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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20 Mar 2023
Branding

Bring Yourself, We'll do the Same

Featuring
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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17 Mar 2023
Business

SeatBoost Live Upgrade Auctions

Featuring
Lufthansa

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

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10 Mar 2023
Business

Astrotourism at Dark Sky Alqueva

Featuring
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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03 Mar 2023
Business

Instant Booking in the MICE sector - Marriott International

Featuring
Marriott International

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

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23 Feb 2023
Business

The Power of Voice Search with Aerin

Featuring
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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16 Feb 2023
Business

Journee Trips - Looking to be surprised?

Featuring
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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06 Feb 2023
Business

Loodusega Koos - Estonia/Finland Hiking

Featuring
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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03 Feb 2023
Business

Celebrity Cruises Wonderverse Virtual World

Featuring
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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02 Feb 2023
Sustainability

Swisstainable Veggie Day

Featuring
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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26 Jan 2023
Digital

Selling a Road Trip In Greece - The Digital Experience

Featuring
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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23 Jan 2023
Business

A Collective Dream Experience

Featuring
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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18 Jan 2023
Digital

Bingewatching in Zwolle

Featuring
MarketingOost & Zwolle

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

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17 Jan 2023
Digital

What does a Successful Website Redesign Look Like?

Featuring
Visit Jersey

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

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16 Jan 2023
Marketing

How can Destinations Thrive in Placemaking?

Featuring
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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12 Jan 2023
Digital

The Key Role of Indigenous Communities in Tourism

Featuring
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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06 Jan 2023
Business

When a Vegan Restaurant is no Longer Vegan-Only

Featuring
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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05 Jan 2023
Business

The Virtual Reality Restaurant

Featuring
Frenessì Restaurant

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

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21 Dec 2022
Business

How to Reinvent Artwork? The Casa Batlló Example

Featuring
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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21 Dec 2022
Business

How to Create Compelling Experiences Inside and Outside Galleries

Featuring
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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21 Dec 2022
Event

Succeeding with Co-Operative Marketing

Featuring
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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12 Dec 2022
Event

Becoming a Smart Destination

Featuring
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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12 Dec 2022
Business

The Challenges of Sustainable Certifications

Featuring
Green Destination, Vireo & EarthCheck

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

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12 Dec 2022
Digital

Are Destination Websites Still Relevant?

Featuring
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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12 Dec 2022
Sustainability

Sustainable Cities of the Future

Featuring
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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09 Dec 2022
Event

Adapting to New Tourism Ecosystems

Featuring
4VI

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

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09 Dec 2022
Event

Why UGC is a Game Changer for Destination Marketers

Featuring
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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09 Dec 2022
Event

Live & Work Anywhere: From Idealism to Realism

Featuring
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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09 Dec 2022
Event

Embarking on a Literary Tour

Featuring
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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09 Dec 2022
Event

Live & Work Anywhere: Attracting Remote Workers

Featuring
Airbnb & Cape Town Tourism

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

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09 Dec 2022
Event

Strengthening Digital Products & Experiences

Featuring
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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09 Dec 2022
Event

Driving Sustainable Innovation

Featuring
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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09 Dec 2022
Event

The New Role of DMOs

Featuring
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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09 Dec 2022
Business

Driving Sustainable Tourism Collaboratively

Featuring
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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09 Dec 2022
Business

Ensuring Diversity in Travel Storytelling

Featuring
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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09 Dec 2022
Event

Policy Leadership for Sustainable Transformation

Featuring
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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09 Dec 2022
Business

Ensuring Wellbeing and Inclusion In Tourism

Featuring
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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07 Dec 2022
Event

Milan on Attracting Talent in the Destination

Featuring
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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07 Dec 2022
Business

Highlighting Women Leading Tourism

Featuring
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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07 Dec 2022
Business

Creating a Better Work Environment for Hospitality Staff

Featuring
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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07 Dec 2022
Business

Training Hospitality Staff in a Post-Pandemic Context

Featuring
INSETE

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

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07 Dec 2022
Business

From Consumer Insights to Effective Marketing

Featuring
YouGov

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

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07 Dec 2022
Event

Developing Experiences Through Technology

Featuring
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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05 Dec 2022
Event

How is UX Shaping Destination Websites?

Featuring
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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05 Dec 2022
Business

Voice Marketing in a First-Party Data World

Featuring
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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05 Dec 2022
Destination Transformation

Using gamification to attract travellers & encourage in-destination exploration

Featuring
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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12 Jul 2022
Destination Transformation

Experimenting with Digital Technologies: Becoming a Smart Destination

Featuring
Visit Benidorm

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

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09 Jun 2022
Event

Digital Culture Transformation - Looking into the Future

Featuring
Rausgegangen

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

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08 Jun 2022
Business

Next Generation City Guides with AR

Featuring
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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08 Jun 2022
Business

The AI Consultation Hour

Featuring
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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08 Jun 2022
Business

DAOs and NFTs - Everything Considered

Featuring
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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08 Jun 2022
Event

Reading Travellers' Mind with AI

Featuring
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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08 Jun 2022
Event

Circular Destination Experiences

Featuring
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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08 Jun 2022
Event

Sparking Innovation with Design Experiences

Featuring
Tourism in Skåne

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

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08 Jun 2022
Destination Transformation

Exploring Opportunities of Gaming in Destination Strategy

Featuring
Cape Tourism & Gamigo

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

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08 Jun 2022
Business

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

Featuring
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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08 Jun 2022
Data

Experience Overijssel: Tourists Will go Where you Point Them

Featuring
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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08 Jun 2022
Business

Discovering the possibilities of Tourism 4.0

Featuring
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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07 Jun 2022
Business

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

Featuring
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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07 Jun 2022
Business

Popular Music Tales: Creating Unique Urban Discovery Trails

Featuring
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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07 Jun 2022
Event

Pop-up Festivals, Fringe Culture and the Urban Revival

Featuring
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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07 Jun 2022
Event

Reimagining the 30 Second Ad to Break Through the Clutter

Featuring
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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07 Jun 2022
Sustainability

Azores Leading Sustainable Tourism

Featuring
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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07 Jun 2022
COVID-19

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

Featuring
Skift and Sojern

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

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21 Apr 2022
Event

Using Content Marketing to Meet and Exceed Traveler Expectations

Featuring
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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09 Dec 2021
Sustainability

Translating Sustainable Strategy into Digital

Featuring
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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09 Dec 2021
Event

The Role of Destination Apps

Featuring
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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09 Dec 2021
Event

The Contiki TikTok Challenge

Featuring
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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09 Dec 2021
Business

Return to Travel

Featuring
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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09 Dec 2021
Event

Iceland on Maintaining Digital Competitiveness

Featuring
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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09 Dec 2021
Event

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

Featuring
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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09 Dec 2021
Business

How Brands Inspire Travel

Featuring
Pinterest

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

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09 Dec 2021
Event

Becoming Data Agnostic

Featuring
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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09 Dec 2021
Event

Accelerating Domestic Tourism Through Marketing

Featuring
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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09 Dec 2021
Event

A Branding and Communication Story

Featuring
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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09 Dec 2021
Event

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

Featuring
Osaka Convention & Tourism Bureau

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

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07 Dec 2021
Event

Transforming Urban Areas

Featuring
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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07 Dec 2021
Event

Atmospheric Design in City Tourism

Featuring
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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07 Dec 2021
Event

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

Featuring
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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07 Dec 2021
Event

Supporting Start-up Ecosystems in Tourism

Featuring
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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07 Dec 2021
Event

SketchTourPortugal, a Collaborative Approach to Content Creation

Featuring
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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07 Dec 2021
Event

Rewatch X. Festival 2021: Future of Urban Tourism

Featuring
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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07 Dec 2021
Event

Investing in Personalised Urban Experiences

Featuring
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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07 Dec 2021
Event

ECM Roundtables: Does Business Travel Have a Future?

Featuring
European Cities Marketing

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

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07 Dec 2021
Event

ECM Roundtables: Are Locals the Solution to Everything?

Featuring
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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07 Dec 2021
Event

Digital Tools to Support a Sustainable Strategy

Featuring
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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07 Dec 2021
Business

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

Featuring
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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07 Dec 2021
Sustainability

Rewatch X. Festival 2021: Sustainability and Stewardship

Featuring
Digital Tourism Think Tank

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

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06 Dec 2021
Business

Designing Sustainable Events

Featuring
Green Destinations

Peter joined X. Festival to talk to us about sustainable events, which he describes as being better for the planet and for your business.

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03 Dec 2021
Event

Developing Authentic Experiences: Learnings from Travel Oregon

Featuring
Travel Oregon & Visit Bend

In this panel, led by Scott, we discussed the development of authentic experiences with Arica, Heather and Serena.

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03 Dec 2021
Event

Market-Based Solutions for Impact in Tourism Destinations

Featuring
GIZ & TUI Care Foundation

In this session, Eric Schütz, from GIZ, and Jost Neumann, from TUI Care Foundation, presented market-based solutions to create impact.

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03 Dec 2021
Business

Sustainability + Storytelling + Social Impact: The Powerful Tourism Trifecta

Featuring
Rooted

JoAnna joined X. Festival to provide a keynote on the tourism trifecta, composed of sustainability, storytelling and social impact.

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03 Dec 2021
Sustainability

The Swisstainable Strategy

Featuring
Switzerland Tourism

Helena presented the Swisstainable initiative, which encourages visitors to experience Switzerland more responsively.

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03 Dec 2021
Event

WTTC's Roadmap Towards Destination Stewardship

Featuring
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.

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03 Dec 2021
Business

Succeeding with Sustainable Business Transformation

Featuring
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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03 Dec 2021
Event

Driving Tourism Growth Through Sustainable Destination Management

Featuring
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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03 Dec 2021
Event

Thirty Years From Now: Imagining the DMO in 2050

Featuring
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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03 Dec 2021
Event

Biodiversity and Regenerative Tourism

Featuring
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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03 Dec 2021
Event

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

Featuring
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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03 Dec 2021
Business

Contiki's 2025 Sustainability Strategy

Featuring
Contiki

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

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03 Dec 2021
AI

Supporting Industry AI Transformation: Building the Change Tourism Austria Platform

Featuring
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.

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16 Jun 2026
AI

Building AI-Mediated Destination Experiences

Featuring
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.

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15 Jun 2026
AI

The Impact of AI on Destination Discoverability

Featuring
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.

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12 Jun 2026
AI

Is Governance The Most Misunderstood Word In AI?

Featuring
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.

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11 Jun 2026
AI

How Fast Should We Move With AI?

Featuring
Austria Tourism, Marketing Greece, Stockholm Business Region

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

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10 Jun 2026
Data

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

Featuring
Destination Canada

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

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31 Mar 2026
AI

Taking Risks with AI: Embracing Experimentation for Storytelling

Featuring
Visit Benidorm

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

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01 Jan 2026
Event

Will AI Agents Redefine the AI Opportunity?

Featuring
TXGB, Chaperone, Expian, VisitBritain

Tourism stands at the threshold of a fundamental paradigm shift that extends far beyond the incremental innovations of recent digital transformations.

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16 Jun 2025
Event

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

Featuring
Tiki, Atlanta Convention & Visitors Bureau

Jamie Claudio and Andrew Wilson share how their partnership represents one of the most advanced implementations of conversational AI in tourism.

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16 Jun 2025
Event

Exploring Agentic AI Applications

Featuring
Atout France

Atout France's deployment of AI exemplifies how DMOs are strategically leveraging AI through data and curated content strategies.

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16 Jun 2025
Event

Designing Technology for The Future of Product Distribution

Featuring
Australian Tourism Data Warehouse

The tourism playbook, carefully refined over decades of practice, is being fundamentally rewritten by the emergence of AI and its capabilities.

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12 Jun 2025

Establishing Practical AI Use Cases

Featuring
Slovenian Tourist Board, Trentino Marketing, Fáilte Ireland & Visit Greenland

AI is rapidly changing the destination marketing landscape, offering opportunities to enhance efficiency and personalise visitor experiences.

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08 Jan 2025

Building a Strong Nation Brand

Featuring
NBTC

While many countries are associated with stereotypical images, a long-term brand strategy must move beyond them to broaden a country's appeal.

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03 Jan 2025

The Impact of Generative AI on Businesses

Featuring
Bloomberg Media

The emergence of AI is reshaping the business landscape, presenting both significant opportunities and implementation challenges.

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30 Dec 2024

Embracing Digital Transformation

Featuring
Fáilte Ireland, Core Optimisation, NBTC & World Bank Group

Ensuring digital accessibility, ethical AI implementation and considering sustainability implications are the keys to implementing new technologies.

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27 Dec 2024

Defining Impact as an Omni-Present Brand

Featuring
Tourism Ireland

Destination brands are bigger than one organisation, requiring teamwork with industry partners to ensure continuous visibility across all channels.

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20 Dec 2024
Business

Conversational Marketing and AI, the Death of the Ambassador?

Featuring
The Trip Boutique, Guuru

The travel industry is undergoing a digital revolution. Artificial intelligence (AI) is transforming the way we plan and experience journeys.

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22 May 2024
AI

Driving Demand with AI Generated Storytelling

Featuring
SEA Milan Airports

Milan Malpensa Airport's "Nice to MEET you" uses AI art to transform airport walls into a celebration of Milan's literature.

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20 May 2024
Business

Identifying Gaps in Data: Taking AI to the Next Level

Featuring
CityHook

Kevin explores how Artificial Intelligence is transforming the travel industry, making the experience more efficient, personalised and enjoyable.

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15 May 2024
AI

Using AI Tools to Produce Social Content

Featuring
Visit Benidorm

AI tools enhance creativity and streamline marketing workflows. Visit Benidorm shared tips to succeed in leveraging this tech for content production.

Read case study →
14 May 2024
Technology

Learning Through Experimenting With Technology

Featuring
NewcastleGateshead Initiative

NewcastleGateshead Initiative showcased how it is leveraging TikTok and Artificial Intelligence to reach younger travellers (Gen Z) and boost tourism.

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07 May 2024
Business

Maximising the Potential of Generative AI in Tourism

Featuring
The Trip Boutique, Autoura

The conversation swirled around generative AI's transformative potential for tourism, from personalised travel itineraries to immersive virtual tours.

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21 Dec 2023
KPIs

Exploring Shifting Digital KPIs from Volume to Value

Featuring
DTTT

In this roundtable participants discussed how DMO strategies have shifted significantly over the past five years.

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20 Dec 2023
Innovation

The DMO Website Reimagined

Featuring
Visit Norway

In an era of digital transformation, the Visit Norway website holds immense significance in shaping the country's tourism landscape.

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19 Dec 2023
Sustainability

Nourishing the Spirit of Norway with Responsible Tourism

Featuring
Visit Norway

In a world where the tourism industry faces numerous challenges, Visit Norway stands as a beacon of innovation and responsible travel.

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18 Dec 2023
AI

Using Generative AI for Impactful Marketing

Featuring
Vienna Tourist Board

#UnArtificialArt is an exciting new initiative created by DTTT Member, Vienna Tourist Board.

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18 Dec 2023
Innovation

Fostering Data-Driven Innovation in the Tourism Industry

Featuring
Austrian National Tourist Office

The Austrian National Tourist Office delved into the insights gained from building a platform-based ecosystem for data-driven applications.

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14 Dec 2023
Business

Understanding the Driving Forces Shaping Travel Choices

Featuring
Skyscanner

Skyscanner reveals the key trends that are influencing travel decisions and shares practical guidance for destinations to refine their strategies.

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12 Dec 2023
Partnership

The Colors of Ticino

Featuring
Ticino Turismo and Pantone Institute

Ticino Turismo worked with the Pantone Institute to develop a range of colour schemes that represent the destination's touristic assets.

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26 Jun 2023
Branding

Lessons Learned from Helsinki's Digital Journey

Featuring
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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17 Apr 2023
Business

A Collective Dream Experience

Featuring
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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18 Jan 2023
Digital

What does a Successful Website Redesign Look Like?

Featuring
Visit Jersey

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

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16 Jan 2023
Business

The AI Consultation Hour

Featuring
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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08 Jun 2022
Event

Reading Travellers' Mind with AI

Featuring
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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08 Jun 2022
Business

Going Beyond Design in Solving Today's Challenges

Featuring
IBM iX, SNCB & Kantify

These three unique partners came together to think about how they could create a seamless experience driven by big data, AI and innovation.

Read case study →
30 Nov 2020
Business

Emergency Communication Using AI Chatbots

Featuring
Bespoke

Akemi opens up by explaining that her business is founded upon the need to respond in real-time with technology solutions to crisis management needs.

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30 Nov 2020
Business

The Travel Tech Startup Built in a Pandemic

Featuring
Pilota

Saniya introduces us to Pilota, an organisation built on the concept of maintaining safety and confidence in air travel in the midst of the pandemic.

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30 Nov 2020
Event

Switzerland Tourism Transforming the DMO Website through Data & AI

Featuring
Switzerland Tourism

Switzerland Tourism created a fantastic example of a destination website that has been thoughtfully crafted to create something completely immersive.

Read case study →
04 Dec 2019
Event

Tourism Ireland on using Machine Learning & AI in Digital

Featuring
Tourism Ireland

Recent developments in AI and Machine Learning show us where technology is heading at both consumer and enterprise level.

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04 Dec 2019
AI

How Fast Should We Move With AI?

Featuring
Austria Tourism, Marketing Greece, Stockholm Business Region

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

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10 Jun 2026
Data

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

Featuring
Destination Canada

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

Read case study →
31 Mar 2026
Sustainability

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

Featuring
Destination British Columbia

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

Read case study →
06 Feb 2026
Event

Will AI Agents Redefine the AI Opportunity?

Featuring
TXGB, Chaperone, Expian, VisitBritain

Tourism stands at the threshold of a fundamental paradigm shift that extends far beyond the incremental innovations of recent digital transformations.

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16 Jun 2025
Event

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

Featuring
Tiki, Atlanta Convention & Visitors Bureau

Jamie Claudio and Andrew Wilson share how their partnership represents one of the most advanced implementations of conversational AI in tourism.

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16 Jun 2025
Event

Spatial Data as the Foundation for Inclusive Destination Experiences

Featuring
Fondazione Transform Transport ETS, Systematica

How can destinations leverage granular urban data to create more inclusive, accessible and individually meaningful visitor experiences?

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16 Jun 2025
Event

Designing Technology for The Future of Product Distribution

Featuring
Australian Tourism Data Warehouse

The tourism playbook, carefully refined over decades of practice, is being fundamentally rewritten by the emergence of AI and its capabilities.

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12 Jun 2025

Building Partnerships in the Attention Economy

Featuring
Bloomberg Media

By using in-depth data analysis, marketers can gain better insights to enhance their understanding of audience behaviours.

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19 Dec 2024

Building Effective Data Spaces

Featuring

Data spaces are emerging as a critical component of the digital economy, facilitating the secure and efficient sharing of data across organisations.

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03 Dec 2024
Event

Creating Legacy through Large-Scale Events

Featuring
Visit Düsseldorf

Discover how Visit Düsseldorf use data and content to personalise visitor experiences and turn events into catalysts for accessibility improvements.

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23 May 2024
Business

Identifying Gaps in Data: Taking AI to the Next Level

Featuring
CityHook

Kevin explores how Artificial Intelligence is transforming the travel industry, making the experience more efficient, personalised and enjoyable.

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15 May 2024
Technology

Learning Through Experimenting With Technology

Featuring
NewcastleGateshead Initiative

NewcastleGateshead Initiative showcased how it is leveraging TikTok and Artificial Intelligence to reach younger travellers (Gen Z) and boost tourism.

Read case study →
07 May 2024
Data

MarketingOost's Approach to Data Management

Featuring
MarketingOost

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

Read case study →
18 Apr 2023
Branding

Lessons Learned from Helsinki's Digital Journey

Featuring
Helsinki Partners

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

Read case study →
17 Apr 2023
Design Thinking

Estonian Tourist Board's Service Design Masterclass

Featuring
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.

Read case study →
14 Apr 2023
Destination Transformation

Destination Transformation in Finland

Featuring
Visit Finland

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

Read case study →
05 Apr 2023
Business

From Consumer Insights to Effective Marketing

Featuring
YouGov

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

Read case study →
07 Dec 2022
Business

Voice Marketing in a First-Party Data World

Featuring
Contiki

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

Read case study →
05 Dec 2022
Data

Experience Overijssel: Tourists Will go Where you Point Them

Featuring
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.

Read case study →
08 Jun 2022
Event

Becoming Data Agnostic

Featuring
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.

Read case study →
09 Dec 2021
Event

Data Leadership to Support Digitalisation: Veneto's Tourism Observatory

Featuring
Data Appeal & Tourism Veneto Region

Hannah Babineau and Stefan Marchioro presented their collaborative project that leverages data for establishing data-driven strategies.

Read case study →
02 Dec 2021
Event

Establishing Robust Measurement Data to Support a Digitally-Led Sustainability Strategies

Featuring
MURMURATION

Tarek delivered a profound talk about employing environmental and meteorological data to support sustainable tourism strategies.

Read case study →
02 Dec 2021
Event

Winding Tree: Tokenize Everything!

Featuring
Winding Tree

Maksim delivered an inspiring talk on peer-to-peer travel distribution networks, a notable move towards decentralising the travel Market.

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01 Dec 2021
Event

PilOT, The Project Behind The Touristicity Index

Featuring
ADN Tourism, University of Perpignan & Federation of Tourism Offices of Brittany

Mathieu Daubon, Laurent Botti and Pierre Bouton joined us at X. Festival 2021 to discuss the PilOT project.

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01 Dec 2021
Event

Leveraging Data to Understand Urban Investment: YesMilano and CitiBank

Featuring
Citi Ventures & Milano & Partners

Cici, Alexandra and Marco joined us at X. Festival to discuss leveraging data on an urban scale for attracting investment.

Read case study →
01 Dec 2021
Event

Making Sense of Data, a Regional Perspective

Featuring
MarketingOost

Ellen and Guido joined X. Festival 2021 to discuss a recently launched data hub for tourism in the Netherlands.

Read case study →
01 Dec 2021
Business

Immersive Technologies for Transport or Food and Beverage

Featuring

In the previous article, we talked about how destinations can transform their experience offerings through digitisations.

Read case study →
28 Sep 2021
Business

A Live Panel with European Travellers

Featuring
Beautiful Destinations & Digital Tourism Think Tank

Europeans will be among the first to travel internationally within regional 'bubbles', as destinations slowly reopen to international travel.

Read case study →
17 Jul 2021
Data

Charting a Data Journey

Featuring

Data, it's often described as 'the new gold' and in the last few years, we've seen a race from destinations to really get their house in order.

Read case study →
26 Feb 2021
Digital

Repositioning Adventure Tourism in Jordan with travel audience

Featuring
Visit Jordan

With clear data and partner insights collected with a campaign, Jordan targets its key markets and reposition the destination.

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11 Jan 2021
Business

Observing the Consumer Shift with Data and Audience Insights

Featuring
Google

The number one question that arrives at Google is what the trends are and what is happening.

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10 Dec 2020
Business

How Brands are Inspiring Travel Again

Featuring
Pinterest

Ashish gives us an insight into how Pinterest trends have been affected by the pandemic.

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10 Dec 2020
Business

Exploring the Future of Travel Marketing

Featuring
Beeswax, Future Tourism Group, The Culture Trip, SimpleView Inc., & Newfoundland and Labrador

The world's travel and tourism industry reached near-complete shutdown this year.

Read case study →
10 Dec 2020
Business

Thinking Ahead with Data

Featuring
Sojern

Luca starts by explaining that if travellers are changing their behaviour, as a hotel, business or DMO, you need to change your strategy yourself.

Read case study →
10 Dec 2020
Data

To Infinity and Beyond — Adapting Your Marketing Approach for the Road Ahead

Featuring
SimpleView

Jason introduces us to his inspiration of Walt Disney, and how he worked with a singular goal in mind – creating the happiest place on Earth.

Read case study →
10 Dec 2020
Business

Analysing Travel Data in a Climate of Uncertainty

Featuring
ForwardKeys

Olivier starts by talking about the governments' expectations to use 'tools' to manage, activate and restrict travel as the virus changes and evolves.

Read case study →
02 Dec 2020
Event

Exploring the Drivers for a Global Recovery

Featuring
Singapore Tourism Board

Lynette Pang opens by explaining that Singapore is all about passion made possible, the brand's strapline.

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02 Dec 2020
Data

Designing a DMO Strategy Using Data and Innovation

Featuring
Turismo de Portugal

He is renowned in the industry for having helped Portugal's National Tourism Organisation to apply innovation and adopt a data-driven approach.

Read case study →
30 Nov 2020
Business

Going Beyond Design in Solving Today's Challenges

Featuring
IBM iX, SNCB & Kantify

These three unique partners came together to think about how they could create a seamless experience driven by big data, AI and innovation.

Read case study →
30 Nov 2020
Destination Transformation

StopOver - The Centralisation of Tourism Agencies in Bogotá

Featuring
Colombian StopOver programme

Bogotá Tourism is a great example of a successful collaboration between various tourism players working towards a bigger project of changing the city.

Read case study →
16 Nov 2020
Data

Geneva - Global Inbound Marketing for City Tourism

Featuring
Geneva Tourism

Geneva Tourism strategy has a strong data-driven foundation utilising visitor insights & content engagement to optimise key objectives & performance.

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16 Nov 2020
Business

Understanding Responsible Travel from Data & Behavioural Insights through to Marketing & Product Development

Featuring
Earth Changers

Vicky Smith's own personal experience of visiting a resort in Kenya turned out to be a real eye-opener, what she describes as 'the penny drop moment'.

Read case study →
11 Nov 2020
Event

The Road Towards Data-Driven Destination Management

Featuring
TOTA

Glenn talks about the Thompson Okanagan Region which comprises 90 communities and attracts 5 million visitors per year, employing 35,000 people.

Read case study →
11 Nov 2020
Business

A Live Panel with Gen Z

Featuring
Digital Tourism Think Tank

We will connect with millennials, who will tell us about their travel plans and aspirations for 2020.

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30 Sep 2020
Business

Following the Data: Trip Planning Metrics As A Leading Indicator

Featuring
Inspirock

Inspirock will share proprietary data from our consumer homepage where over 25 million travelers plan trips to over 80,000 destinations.

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18 Sep 2020
Recovery Alliance

DMO Spotlight: Slovenia on Domestic Tourism Insights

Featuring
Visit Slovenia

How Visit Slovenia used itinerary creation and an engaging, personalised experience to encourage Slovenians to travel domestically this summer.

Read case study →
25 Aug 2020
Business

Data Series #6 - How to build your recovery strategies using data

Featuring
travel audience

Learn how to attract more visitors by leveraging, improving and exploring new horizons for you destination.

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19 Aug 2020
Business

Data Series #5 - How to drive and optimise your recovery activities

Featuring
travel audience

In this episode you will learn how to combine different data sets to optimise your strategy and maximise marketing campaigns potential.

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12 Aug 2020
Business

A Live Panel with Millennials

Featuring
Beautiful Destination

Millennials are taking over the travel scene, as it has been recognised they make travelling a priority more than their previous generations.

Read case study →
11 Aug 2020
Business

Data Series #4 - How airline capacity and connectivity affects your destination

Featuring
travel audience

Discover how to estimate the total potential of your destination and learn how the demand to your destination relates to the actual air traffic.

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05 Aug 2020
Business

Data Series #3 - How to take a lead on your strategy to bring visitors back?

Featuring
travel audience

Do you really know your customers' preferences?

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29 Jul 2020
Recovery Alliance

DMO Spotlight: How Trip Planning Data Encouraged a V-Shaped Recovery

Featuring
Visit Colorado

How Visit Colorado Springs has their trip planner, and the data that comes from it.

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28 Jul 2020
Business

Data Series #2 - How online search data can shape recovery?

Featuring
travel audience

Do you really know your customers' preferences?

Read case study →
22 Jul 2020
Business

Data Series #1 - A Journey through Data

Featuring
travel audience

In this episode we will discuss how to turn big data into actionable insights and make them a key for informed and timely decisions.‍

Read case study →
15 Jul 2020
COVID-19

European Tourism after COVID-19

Featuring
Sojern

Today's scenario and tomorrow's outlook.

Read case study →
30 Jun 2020
Data

Tourespaña on Targeting with Data

Featuring
Tourespaña

Tourespaña focuses on a digital strategy that strongly relies on data to both source important information and engages with tourists.

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04 Jun 2020
Business

What's the appetite for Travel? with Beautiful Destinations

Featuring
Beautiful Destinations

Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers.

Read case study →
30 May 2020
COVID-19

Sizing the Impact of COVID-19 in Early Lockdown

Featuring
Val di Sole, Trentino region of Northern Italy, Scottish Enterprise and partners & Fáilte Ireland

The #DTTT were keen to welcome even more new faces and perspectives to our much anticipated second travel industry impact call.

Read case study →
30 May 2020
COVID-19

Accelerating Collaboration whilst Uncertainty Grips the Industry

Featuring
Milan and Partners, Visit Greenland & Culture Trip

At the #DTTT, we are bringing people together across the industry to help steer them through the crisis.

Read case study →
30 May 2020
Data

Marketing Canada’s First National Park with a Data-Driven Approach

Featuring
Banff & Lake Louise Tourism

Find out how the DMO's is working to enhance the visitor experience with a Data-Driven apporach.

Read case study →
21 Feb 2020
Event

Destinations Panel on Big Data

Featuring
Visit Benidorm, Segittur, Turespana & Telia Finland

For this talk, we were joined by an interesting line-up of panellists discussing how data can help to create smart digital-first destinations.

Read case study →
04 Dec 2019
Event

Switzerland Tourism Transforming the DMO Website through Data & AI

Featuring
Switzerland Tourism

Switzerland Tourism created a fantastic example of a destination website that has been thoughtfully crafted to create something completely immersive.

Read case study →
04 Dec 2019
Data

SEGITTUR - Developing Smart Destinations and Data Intelligence

Featuring
SEGITTUR

SEGITTUR is a state-owned company specifically developed with the purpose of fostering the development of innovation and new technologies.

Read case study →
23 Oct 2019
Data

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

Featuring
Destination Canada

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

Read case study →
31 Mar 2026
Marketing

Dark Sky Terschelling: Boosting Off-Season Demand

Featuring
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.

Read case study →
16 Feb 2026
Sustainability

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

Featuring
Destination British Columbia

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

Read case study →
06 Feb 2026
Event

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

Featuring
Canary Islands Tourism Board, Flecher.co

The campaign represents how destinations can build lasting relationships with Gen Alpha whilst advancing sustainability objectives.

Read case study →
18 Jun 2025
Event

Exploring Agentic AI Applications

Featuring
Atout France

Atout France's deployment of AI exemplifies how DMOs are strategically leveraging AI through data and curated content strategies.

Read case study →
16 Jun 2025
Experiences

Ayers Rock Resort: Designing Sustainable Immersive Experiences

Featuring
Ayers Rock Resort

Ayers Rock Resort combines Indigenous culture with sustainability at Uluru, featuring innovative drone storytelling and eco-certified tourism.

Read case study →
26 Feb 2025
Sustainability

Nyrups Naturhotell: Sustainability Leader in the Glamping Industry

Featuring
Nyrups Naturhotell

Nyrups Naturhotell have integrated sustainable measures into multiple areas of the glamping experience they provide to improve visitor experiences.

Read case study →
25 Oct 2024
Sustainability

The Quiet Site: A Model of Sustainable Tourism

Featuring
The Quiet Site

The Quiet Site, a sustainable tourism pioneer, has demonstrated how to successfully operate a holiday park while minimising environmental impact.

Read case study →
19 Sep 2024
Business

Prioritising Authenticity and Sustainability in Experiential Tours

Featuring
Alternative Athens, Back to the Routes

Tina acknowledged the potential of AI to enhance personalisation but said the human touch of curation and personal recommendations will remain vital.

Read case study →
20 May 2024
Design Thinking

Co-Designing Future Places

Featuring
Visit Skåne, Vamvakou Revival, Touristship

This panel discussion explored how local communities and visitors can become the architects of a destination's destiny by using co-design processes.

Read case study →
15 May 2024
Digital

Tourism Innovation in Greece

Featuring
Marketing Greece

Marketing Greece, outlined innovative strategies to enhance the image and reputation of Greece through the repositioning and promotion of the country.

Read case study →
30 Apr 2024
Business

Radical Transparency Through Sustainable Practices

Featuring
Bob W

Bob W isn't just a short-stay apartment provider, they're a beacon of transparency and action in the often-murky world of hospitality sustainability.

Read case study →
22 Dec 2023
Business

Santa Bárbara's Sustainable Focused Luxury Resort

Featuring
Santa Bárbara

In this case study, we will discuss the steps hospitality businesses can take to become more sustainable.

Read case study →
03 Aug 2023
Data

MarketingOost's Approach to Data Management

Featuring
MarketingOost

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

Read case study →
18 Apr 2023
Branding

Lessons Learned from Helsinki's Digital Journey

Featuring
Helsinki Partners

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

Read case study →
17 Apr 2023
Destination Transformation

Destination Transformation in Finland

Featuring
Visit Finland

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

Read case study →
05 Apr 2023
Business

Astrotourism at Dark Sky Alqueva

Featuring
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.

Read case study →
03 Mar 2023
Business

Loodusega Koos - Estonia/Finland Hiking

Featuring
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.

Read case study →
03 Feb 2023
Sustainability

Swisstainable Veggie Day

Featuring
Switzerland Tourism

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

Read case study →
26 Jan 2023
Marketing

How can Destinations Thrive in Placemaking?

Featuring
Visit Singapore

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

Read case study →
12 Jan 2023
Digital

The Key Role of Indigenous Communities in Tourism

Featuring
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.

Read case study →
06 Jan 2023
Business

When a Vegan Restaurant is no Longer Vegan-Only

Featuring
Stem & Glory

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

Read case study →
05 Jan 2023
Business

The Challenges of Sustainable Certifications

Featuring
Green Destination, Vireo & EarthCheck

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

Read case study →
12 Dec 2022
Sustainability

Sustainable Cities of the Future

Featuring
NEOM

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

Read case study →
09 Dec 2022
Event

Driving Sustainable Innovation

Featuring
UNWTO

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

Read case study →
09 Dec 2022
Business

Driving Sustainable Tourism Collaboratively

Featuring
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.

Read case study →
09 Dec 2022
Event

Policy Leadership for Sustainable Transformation

Featuring
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.

Read case study →
09 Dec 2022
Business

Highlighting Women Leading Tourism

Featuring
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.

Read case study →
07 Dec 2022
Event

Circular Destination Experiences

Featuring
CSCP & Greencentive

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

Read case study →
08 Jun 2022
Sustainability

Azores Leading Sustainable Tourism

Featuring
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.

Read case study →
07 Jun 2022
Sustainability

Translating Sustainable Strategy into Digital

Featuring
Visit Norway

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

Read case study →
09 Dec 2021
Business

Return to Travel

Featuring
YouGov & Skyscanner

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

Read case study →
09 Dec 2021
Event

Digital Tools to Support a Sustainable Strategy

Featuring
Bordeaux Tourism

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

Read case study →
07 Dec 2021
Sustainability

Rewatch X. Festival 2021: Sustainability and Stewardship

Featuring
Digital Tourism Think Tank

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

Read case study →
06 Dec 2021
Business

Designing Sustainable Events

Featuring
Green Destinations

Peter joined X. Festival to talk to us about sustainable events, which he describes as being better for the planet and for your business.

Read case study →
03 Dec 2021
Event

Developing Authentic Experiences: Learnings from Travel Oregon

Featuring
Travel Oregon & Visit Bend

In this panel, led by Scott, we discussed the development of authentic experiences with Arica, Heather and Serena.

Read case study →
03 Dec 2021
Event

Market-Based Solutions for Impact in Tourism Destinations

Featuring
GIZ & TUI Care Foundation

In this session, Eric Schütz, from GIZ, and Jost Neumann, from TUI Care Foundation, presented market-based solutions to create impact.

Read case study →
03 Dec 2021
Business

Sustainability + Storytelling + Social Impact: The Powerful Tourism Trifecta

Featuring
Rooted

JoAnna joined X. Festival to provide a keynote on the tourism trifecta, composed of sustainability, storytelling and social impact.

Read case study →
03 Dec 2021
Sustainability

The Swisstainable Strategy

Featuring
Switzerland Tourism

Helena presented the Swisstainable initiative, which encourages visitors to experience Switzerland more responsively.

Read case study →
03 Dec 2021
Event

WTTC's Roadmap Towards Destination Stewardship

Featuring
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.

Read case study →
03 Dec 2021
Business

Succeeding with Sustainable Business Transformation

Featuring
TUI Group

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

Read case study →
03 Dec 2021
Event

Driving Tourism Growth Through Sustainable Destination Management

Featuring
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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03 Dec 2021
Event

Thirty Years From Now: Imagining the DMO in 2050

Featuring
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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03 Dec 2021
Event

Biodiversity and Regenerative Tourism

Featuring
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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03 Dec 2021
Event

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

Featuring
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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03 Dec 2021
Business

Contiki's 2025 Sustainability Strategy

Featuring
Contiki

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

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03 Dec 2021
Event

Establishing Robust Measurement Data to Support a Digitally-Led Sustainability Strategies

Featuring
MURMURATION

Tarek delivered a profound talk about employing environmental and meteorological data to support sustainable tourism strategies.

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02 Dec 2021
Business

Creating Legacy through Exhibitions by Repurposing, Re-Cycling and Revitalising

Featuring
Paviljon EXPANO

Paviljon EXPANO was constructed in Milan in 2015 with the vision of complete reconstruction.

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01 Dec 2021
Business

Turning Travel Net Zero with Goodwings

Featuring
Goodwings

Christian Møller-Holst, CEO and founder of Goodwings, joined us at X. Festival to deliver the final keynote for ‘Emerging Trends’.

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30 Nov 2021
Event

Dolomiti Paganella: Future Lab

Featuring
Dolomiti Paganella

Future Lab was launched to develop a balanced vision for tourism development in the Trentino region that considers both visitors and residents.

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30 Nov 2021
Event

Responsible Tourism & an all-inclusive Marketing Strategy with Visit Greenland

Featuring
Visit Greenland

The talk discusses the holistic approach of Visit Greenland that includes building closer working relationships with everyone involved.

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17 May 2021
Event

Perspective on a Tourism Model based on Happiness and Sustainability

Featuring
Tourism Council of Bhutan & Digital Tourism Think Tank

Isabel interviews Damcho with many curious questions about the state of Bhutan during the COVID-19 global crisis.

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04 Dec 2020
Event

Involving the Whole Community in Shaping a Sustainable Destination

Featuring
Îles de la Madeleine & UQAM

Currently, Jason and his team at the DMO work under a marketing strategy focusing on nature, culture and food.

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04 Dec 2020
Business

Financial Transparency & Sustainability as Non-Negotiable

Featuring
ASI Reisen & ATTA

Ambrose's father founded ASI Reisen in 1963 with a clear mission statement: to open people's heart and mind to nature.

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01 Dec 2020
Event

Ensuring a Sustainable Meetings and Events Industry Emerges out of the Pandemic

Featuring
Helsinki Marketing & Miltton Sparks

Helsinki Marketing has focused on their internal advisory work, with a key theme for this year being 'self-leadership'.

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01 Dec 2020
Business

The Rise of the Sustainable Enterprise

Featuring
IBM & IBM iX

Throughout the pandemic, there has still been space for progress and innovation.

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01 Dec 2020
Business

Finding a Sustainable Way Forward as an Industry

Featuring
Global Sustainable Tourism Council

Firstly, to understand the role of GSTC Standards it is important to understand the four pillars upon which these standards are based.

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01 Dec 2020
Business

Innovation as a Catalyst for Sustainable Recovery Solutions in Tourism

Featuring
UNWTO

Natalia introduces the talk by sharing that if we work together on 5 priorities, we can successfully change tourism into a more sustainable sector.

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01 Dec 2020
Business

Identify Challenges, Incubate Ideas and Accelerate Solutions for a Sustainable Future in Travel

Featuring
thecamp

Benoit gives you a glimpse at the amazing experience this unique setting creates to foster innovation and help support sustainable tourism at thecamp.

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30 Nov 2020
Event

Driving Sustainability and Green Innovation within the Travel Sector

Featuring
Innovation Norway

Hege starts by explaining that what started as an extra has now become the primary driver of sustainable development.

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30 Nov 2020
Business

A New World of Travel - Skyscanner

Featuring
Skyscanner

The travel industry accounts for one in 10 jobs globally, making it one of the world’s most influential economies.

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21 Nov 2020
Destination Transformation

How Puerto Rico have Rebuilt a Brand New DMO after a Crisis

Featuring
Discover Puerto Rico

The case study explores how Puerto Rico managed a crisis and rebuilt the brand, giving visitors a reason to return.

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15 Nov 2020
Sustainability

Val di Sole - Sustainable Mobility in Tourism Hotspots

Featuring
Val di Sole

Val di Sole developed a sustainable mobility project that involved all the stakeholders of the destination to solve the challenge of overtourism.

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15 Nov 2020
Targets & Objectives

St. Gallen Model for Destination Management

Featuring
Switzerland Tourism

The St. Gallen Model for Destination Management (SGDM) brings a fresh perspective with no boundaries for destinations.

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15 Nov 2020
Business

UNWTO Startup Selection

Featuring
UNWTO

The team at the UNWTO innovation program talk us through some of their startup businesses with their respective founders.

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11 Nov 2020
Business

Redefining Destination Purpose and Governance

Featuring
The Travel Foundation

In this session, we are looking forward to 2021, with a sense of optimism that governments and industry will come together.

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11 Nov 2020
Event

Regenerative Travel - Purpose from a Marketer's Perspective

Featuring
Tourism Flanders

Elke starts her talk by describing what it means to be a marketer. She's had a lot of success and a lot of recognition.

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11 Nov 2020
Business

Stewardship as a Driving Force Behind the Brand

Featuring
Digital Tourism Think Tank & SimpleView Inc.

This session is all about purposeful marketing, asking the question "can destination stewardship become a key driving force behind the brand?".

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11 Nov 2020
Business

Understanding Responsible Travel from Data & Behavioural Insights through to Marketing & Product Development

Featuring
Earth Changers

Vicky Smith's own personal experience of visiting a resort in Kenya turned out to be a real eye-opener, what she describes as 'the penny drop moment'.

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11 Nov 2020
Business

Innovative Approaches to Carbon Capture in Tourism

Featuring
Tomorrow's Air, ATTA & Climateworks

What is Tomorrow's Air and why is it important for the travel industry?

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11 Nov 2020
Event

Rebuilding the Pillars of Healthy Tourism

Featuring
Equator Analytics

Edmund noticed a common theme from everyone during the pandemic, the reframing of it as an opportunity.

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11 Nov 2020
Business

The Invisible Burden: Understanding the Impact of Tourism on Communities

Featuring
The Travel Foundation

Jeremy starts by explaining that what we are experiencing now is a once-in-a-lifetime opportunity to build back better.

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11 Nov 2020
Event

The Road Towards Data-Driven Destination Management

Featuring
TOTA

Glenn talks about the Thompson Okanagan Region which comprises 90 communities and attracts 5 million visitors per year, employing 35,000 people.

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11 Nov 2020
Business

The Rise of the Sustainable Enterprise - IBM

Featuring
IBM

Digital transformation can help organizations reduce their environmental impact—and deliver better business results.

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03 Aug 2020
Business

MUD Jeans + IKEA - A Circular Design

Featuring
MUD Jeans, IKEA, Brussels Beer Project, SILO & Haeckles

Upcycling is a key part of sustainability. Find out how IKEA is working with denim recycling company MUD Jeans to repurpose denim into sofa covers.

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23 Jul 2020
Business

Chuffed Gifts - Regenerating Domestic Tourism through gift-giving

Featuring
Chuffed Gifts

Chuffed Gifts is an example of how tourism businesses can untapped the potential of the domestic market by applying innovation, and entrepreneurship.

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18 Jun 2020
COVID-19

Nordic Capitals Talk Sustainable Recovery

Featuring
Visit Oslo, Helsinki Marketing, Visit Stockholm & Wonderful Copenhagen

How have the Nordic countries responded to the crisis? We have seen different approaches throughout the Nordic region and wanted to find out more.

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30 May 2020
COVID-19

Domestic Tourism & Travel Bubbles with Auckland, NZ

Featuring
Destination Auckland, NZ

How can international tourism destinations start the recovery? What concrete actions can be taken?

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30 May 2020
COVID-19

Austurland's Scenario Mapping using Mural

Featuring
Visit Austurland

We caught up with Maria who was kind enough to share her experience of starting to work together with industry to look at the various scenarios.

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30 May 2020
COVID-19

Creating an Inspiring Staycation Campaign with Visit Greenland

Featuring
Visit Greenland

How can destinations adapt to attract the domestic market and restart tourism?

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30 May 2020
COVID-19

Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg

Featuring
University College Dublin

Sustainability is a key issue for the industry as it prepares for recovery.

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30 May 2020
Sustainability

Digitalisation and Sustainability Solutions for Recovery

Featuring
Birka Valentin, Jeanine Pires & Letitia Stevenson

As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago.

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30 May 2020
Business

Kiwi Welcome - Bringing together travellers, community and sustainable tourism

Featuring
Kiwi Welcome

Kiwi Welcome is a sustainable travel start-up that aimed to incentivise visitors to have more purpose-driven travel & contribution to the community.

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21 May 2020
Business

Haeckels - Developing Loyalty and Connection with the Destination

Featuring
Haeckels

Haeckles promote a more sustainable cosmetic industry but also aims to raise awareness about the natural wealth of the local environment.

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20 May 2020
Business

Fogo Island Inn - A Community-Empowered Business

Featuring
Fogo Island Inn

Situated on the rugged and unspoiled shores of Fogo Island, an award-winning inn that follows the purpose of a thriving community & sustainability.

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18 May 2020
Business

Circular Economy

Featuring
Lahhentagge Distillery, UpCircle Beauty, Brussels Beer Project, Silo London & Haeckels

Businesses adapt to the circular economy and its practices, from how to design and manufacture products to their function for customers.

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16 May 2020
Business

Byway Travel - Slow Travel Holidays

Featuring
Byway Travel

Byway is the world’s first operator for flight-free holidays, aiming to popularise the emerging trend of slow travel.

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12 May 2020
Business

Midnight Trains - the new "hotel on rails"

Featuring
Midnight Trains

Sleeper trains or Night trains: A more sustainable way to experience low-impact travel

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09 May 2020
Business

Soneva Resorts - Sustainability at the core of everything

Featuring
Discover Soneva & Soneva Foundation

How Sovena resort became one of the leading sustainable resort chains in the world.

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06 May 2020
Innovation

The Netherlands Tourism Board: The Focus On Innovation

Featuring
Netherlands Board of Tourism & Conventions

We interviewed Charel, to learn about how the Netherlands manage, develop and market their destination.

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11 Feb 2020
Event

Discussing Sustainable Goals with Visit Valsugana-Lagorai

Featuring
Visit Valsugana

For Visit Valsugana, sustainability is a very important issue but initially, the DMO needed to find a way to effectively manage and develop it.

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05 Dec 2019
Event

Repositioning the Destination Digital First with Visit Wales

Featuring
Visit Wales

The discussion focused on brand, digital, content and key learnings of the process.

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05 Dec 2019
Event

Designing a Sustainable Nation Visit Finland’s 7 Steps Approach

Featuring
Visit Finland

Visit Finland is taking leadership on sustainability on a national level, enabling an entire country to move towards its sustainability goals.

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04 Dec 2019
Event

Ensuring a Sustainable Future for an Unspoiled Destination with The Faroe Islands

Featuring
Visit Faroe Islands

Visit Faroe Islands has been widely cited within the industry as a destination who is leading the way with bold marketing campaigns.

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04 Dec 2019
Event

Developing a Destination Management Plan with Austurland

Featuring
Visit Austurland

Visit Austurland has been developing its story through co-creation and a strong community-based approach.

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04 Dec 2019
Sustainability

Think Sustainably with Helsinki Marketing

Featuring
Helsinki Marketing

In Helsinki, "66% of residents identified the climate crisis as their major concern when thinking about the future of the city."

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04 Dec 2019
Event

Marketing Collectively with OnlyLyon

Featuring
OnlyLyon

Alongside Helsinki, OnlyLyon is the winner of the 'European Capital of Smart Tourism' 2019 award.

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04 Dec 2019
Event

Discussion on Sustainability and Experience Design

Featuring
Göteborg & Co, Aruba Tourism Authority & Gram

Sustainability has become one of the most important topics of conversation today, largely highlighted by the rise of overtourism.

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13 Jun 2019
Event

Reflecting on the role of brand and content to engage visitors differently

Featuring
Travel Oregon

Kevin Wright, Vice President of Global Marketing at Travel Oregon, travelled all the way to Oslo to kick things off on Day 1 of #DTTTCampus.

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13 Jun 2019
Event

Developing a Platform for Innovation in Tourism with Espoo Marketing

Featuring
Espoo Marketing

The Finnish city of Espoo is an ecosystem of collaboration and innovation.

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13 Jun 2019
Marketing

Dark Sky Terschelling: Boosting Off-Season Demand

Featuring
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.

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16 Feb 2026
Marketing

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

Featuring
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.

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14 Jan 2026
Marketing

From Vanity Metrics to Shared Digital Accountability

Featuring
Sojern & Digital Tourism Think Tank

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

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02 Jan 2026
Marketing

Integrating Local Voices into Destination Marketing

Featuring
Visit Faroe Islands

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

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02 Jan 2026
Research & Policy

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

Featuring
Digital Tourism Think Tank & Airbnb

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

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02 Jan 2026
Branding

Authentic Placemaking: The Unique Narrative of Little Tokyo

Featuring
Visit Düsseldorf

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

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01 Jan 2026
AI

Taking Risks with AI: Embracing Experimentation for Storytelling

Featuring
Visit Benidorm

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

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01 Jan 2026
Marketing

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

Featuring
Visit Norway

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

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31 Dec 2025
Marketing

Exploring New Perspectives: Balancing Consistency with Nuance

Featuring
Visit Portugal

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

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31 Dec 2025
Branding

Helsinki Partners' Brand: Evolving Beyond Tourism

Featuring
Helsinki Partners

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

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30 Dec 2025
Event

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

Featuring
Canary Islands Tourism Board, Flecher.co

The campaign represents how destinations can build lasting relationships with Gen Alpha whilst advancing sustainability objectives.

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18 Jun 2025
Event

Will AI Agents Redefine the AI Opportunity?

Featuring
TXGB, Chaperone, Expian, VisitBritain

Tourism stands at the threshold of a fundamental paradigm shift that extends far beyond the incremental innovations of recent digital transformations.

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16 Jun 2025
Event

Designing Technology for The Future of Product Distribution

Featuring
Australian Tourism Data Warehouse

The tourism playbook, carefully refined over decades of practice, is being fundamentally rewritten by the emergence of AI and its capabilities.

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12 Jun 2025

Travel Oregon's Why Guides: Innovative Storytelling Through Local Voices

Featuring
Travel Oregon

Travel Oregon’s Why Guides share local insight from tour experts to help travellers explore authentic experiences across the state’s diverse regions.

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25 Mar 2025

Establishing Practical AI Use Cases

Featuring
Slovenian Tourist Board, Trentino Marketing, Fáilte Ireland & Visit Greenland

AI is rapidly changing the destination marketing landscape, offering opportunities to enhance efficiency and personalise visitor experiences.

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08 Jan 2025

Sustainable Tourism: Is It An Oxymoron?

Featuring
Greek National Tourism Organisation, Wonderful Copenhagen, Bloomberg News & Visit Greenland

Reflecting destination-specific contexts, contrasting approaches and messages are needed to foster responsible practices and gain visitors' trust.

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07 Jan 2025

Driving Growth with Limited Resources

Featuring
Visit Sweden

While many DMOs increasingly face the challenge of budgetary constraints, directing attention to a big idea can spark conversations.

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06 Jan 2025

Building a Strong Nation Brand

Featuring
NBTC

While many countries are associated with stereotypical images, a long-term brand strategy must move beyond them to broaden a country's appeal.

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03 Jan 2025

Building a Guest-Centric Marketing Strategy

Featuring
VisitDenmark

A guest-centric approach is essential for any destination looking to build a long-term relationship with visitors.

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02 Jan 2025

Shaping Destination Management Through Promotion

Featuring
Vienna Tourist Board

Being big and bold with messaging and thematic campaigns, the Vienna Tourist Board tells a cohesive story about why the city is a global icon.

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31 Dec 2024

Embracing Digital Transformation

Featuring
Fáilte Ireland, Core Optimisation, NBTC & World Bank Group

Ensuring digital accessibility, ethical AI implementation and considering sustainability implications are the keys to implementing new technologies.

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27 Dec 2024

The Essence of a Brand

Featuring
DCT Abu Dhabi

DCT Abu Dhabi's revitalisation strategy leverages cultural experiences to build a distinctive brand with a clear positioning.

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23 Dec 2024

Defining Impact as an Omni-Present Brand

Featuring
Tourism Ireland

Destination brands are bigger than one organisation, requiring teamwork with industry partners to ensure continuous visibility across all channels.

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20 Dec 2024

Building Partnerships in the Attention Economy

Featuring
Bloomberg Media

By using in-depth data analysis, marketers can gain better insights to enhance their understanding of audience behaviours.

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19 Dec 2024
Business

Conversational Marketing and AI, the Death of the Ambassador?

Featuring
The Trip Boutique, Guuru

The travel industry is undergoing a digital revolution. Artificial intelligence (AI) is transforming the way we plan and experience journeys.

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22 May 2024
AI

Using AI Tools to Produce Social Content

Featuring
Visit Benidorm

AI tools enhance creativity and streamline marketing workflows. Visit Benidorm shared tips to succeed in leveraging this tech for content production.

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14 May 2024
Technology

Learning Through Experimenting With Technology

Featuring
NewcastleGateshead Initiative

NewcastleGateshead Initiative showcased how it is leveraging TikTok and Artificial Intelligence to reach younger travellers (Gen Z) and boost tourism.

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07 May 2024
Digital

Tourism Innovation in Greece

Featuring
Marketing Greece

Marketing Greece, outlined innovative strategies to enhance the image and reputation of Greece through the repositioning and promotion of the country.

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30 Apr 2024
Sustainability

Aligning Visitor Activities with Resident Needs

Featuring
Tourisme Îles de la Madeleine

The objective of this campaign was to showcase that despite the fragility of the region, visitors can still have authentic, high-quality experiences.

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18 Jan 2024
Sustainability

The Art of Viral Campaigns for Destinations

Featuring
Visit Finland

Visit Finland identified a unique opportunity to leverage Finland's distinct identity. Drawing on the country's renowned reputation for happiness.

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12 Jan 2024
Technology

Discovering Authentic Experiences Through Local Tourism

Featuring
This Is Athens

This is Athens sets the tone for an authentic destination experience, utilising the power of locals to share their stories about the city.

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12 Jan 2024
Experiences

Boosting Domestic Tourism Through the Heritage of the Hanseatic League

Featuring
MarketingOost

MarketingOost used multimedia experiences to promote the heritage of the Hanseatic League through educational storytelling and inspire creativity.

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09 Jan 2024
Marketing

Transformation of the Catalan Tourism Brand Towards Responsible Tourism

Featuring
Catalan Tourist Board

Through persuasive storytelling in a diverse range of marketing campaigns, the Catalan Tourist Board has driven more responsible visitor behaviour.

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09 Jan 2024
Business

Radical Transparency Through Sustainable Practices

Featuring
Bob W

Bob W isn't just a short-stay apartment provider, they're a beacon of transparency and action in the often-murky world of hospitality sustainability.

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22 Dec 2023
Partnership

Boosting Destination Success: The Power of Effective Partnerships

Featuring
Skyscanner, Google

The tourism industry is undergoing a dynamic shift, demanding closer collaboration between DMOs and travel brands like Skyscanner.

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21 Dec 2023
KPIs

Exploring Shifting Digital KPIs from Volume to Value

Featuring
DTTT

In this roundtable participants discussed how DMO strategies have shifted significantly over the past five years.

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20 Dec 2023
Content Creation

Emerging Digital Content Trends for 2024

Featuring
DTTT

In this Roundtable, we discussed the major developments happening right now and how technology will define brand experiences in the coming years.

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20 Dec 2023
Innovation

The DMO Website Reimagined

Featuring
Visit Norway

In an era of digital transformation, the Visit Norway website holds immense significance in shaping the country's tourism landscape.

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19 Dec 2023
Business

Creating Content that Resonates With the Audience

Featuring
Google

Google shed light on the science behind creating compelling content that truly resonates with its intended audiences.

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19 Dec 2023
Sustainability

Nourishing the Spirit of Norway with Responsible Tourism

Featuring
Visit Norway

In a world where the tourism industry faces numerous challenges, Visit Norway stands as a beacon of innovation and responsible travel.

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18 Dec 2023
AI

Using Generative AI for Impactful Marketing

Featuring
Vienna Tourist Board

#UnArtificialArt is an exciting new initiative created by DTTT Member, Vienna Tourist Board.

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18 Dec 2023
Innovation

Fostering Data-Driven Innovation in the Tourism Industry

Featuring
Austrian National Tourist Office

The Austrian National Tourist Office delved into the insights gained from building a platform-based ecosystem for data-driven applications.

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14 Dec 2023
Marketing

Strategies for Effectively Promoting Hidden Gems

Featuring
Marketing Greece

Marketing Greece aim to promote lesser-known, off-the-beaten-path destinations within Greece, showcasing their attractions to a wider audience.

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12 Dec 2023
Content Creation

Marketing on a Budget: Tips for Organic Social Media Growth

Featuring
Cape Town Tourism

The tourism industry grapples with economic and political fluctuations and evolving traveller preferences, impacting DMOs' promotional endeavours.

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12 Dec 2023
Marketing

A Holistic Approach to Omni-Channel Marketing

Featuring
Fáilte Ireland

Fáilte Ireland explore the approach to omni-channel marketing and how they produce connected, consistent and contextually relevant content.

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12 Dec 2023
Business

Understanding the Driving Forces Shaping Travel Choices

Featuring
Skyscanner

Skyscanner reveals the key trends that are influencing travel decisions and shares practical guidance for destinations to refine their strategies.

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12 Dec 2023
Partnership

Destination Canada's Transformative TED Partnership

Featuring
Destination Canada, TED

In the dynamic world of travel and tourism, standing out from the crowd requires a bold approach to garnering top-of-funnel brand awareness.

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11 Dec 2023
Partnership

The Colors of Ticino

Featuring
Ticino Turismo and Pantone Institute

Ticino Turismo worked with the Pantone Institute to develop a range of colour schemes that represent the destination's touristic assets.

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26 Jun 2023
Business

Dinner on the Lake Gastronomic Experience

Featuring
Dinner on the Lake

Dinner on the Lake is a unique gastronomic experience in Belgium. Guests indulge in a six-course dinner while surrounded by idyllic views.

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15 Jun 2023
Branding

Lessons Learned from Helsinki's Digital Journey

Featuring
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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17 Apr 2023
Marketing

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

Featuring
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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11 Apr 2023
Destination Transformation

Destination Transformation in Finland

Featuring
Visit Finland

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

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05 Apr 2023
Marketing

Find your Freedom - Gamified Marketing Campaign

Featuring
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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20 Mar 2023
Branding

Bring Yourself, We'll do the Same

Featuring
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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17 Mar 2023
Business

Astrotourism at Dark Sky Alqueva

Featuring
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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03 Mar 2023
Business

Instant Booking in the MICE sector - Marriott International

Featuring
Marriott International

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

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23 Feb 2023
Business

Journee Trips - Looking to be surprised?

Featuring
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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06 Feb 2023
Business

Loodusega Koos - Estonia/Finland Hiking

Featuring
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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03 Feb 2023
Business

Celebrity Cruises Wonderverse Virtual World

Featuring
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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02 Feb 2023
Sustainability

Swisstainable Veggie Day

Featuring
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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26 Jan 2023
Digital

Bingewatching in Zwolle

Featuring
MarketingOost & Zwolle

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

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17 Jan 2023
Digital

What does a Successful Website Redesign Look Like?

Featuring
Visit Jersey

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

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16 Jan 2023
Marketing

How can Destinations Thrive in Placemaking?

Featuring
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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12 Jan 2023
Digital

The Key Role of Indigenous Communities in Tourism

Featuring
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.

Read case study →
06 Jan 2023
Event

Succeeding with Co-Operative Marketing

Featuring
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.

Read case study →
12 Dec 2022
Digital

Are Destination Websites Still Relevant?

Featuring
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.

Read case study →
12 Dec 2022
Event

Why UGC is a Game Changer for Destination Marketers

Featuring
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.

Read case study →
09 Dec 2022
Business

Ensuring Diversity in Travel Storytelling

Featuring
Contiki

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

Read case study →
09 Dec 2022
Event

Milan on Attracting Talent in the Destination

Featuring
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".

Read case study →
07 Dec 2022
Business

From Consumer Insights to Effective Marketing

Featuring
YouGov

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

Read case study →
07 Dec 2022
Business

Voice Marketing in a First-Party Data World

Featuring
Contiki

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

Read case study →
05 Dec 2022
COVID-19

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

Featuring
Skift and Sojern

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

Read case study →
21 Apr 2022
Event

Using Content Marketing to Meet and Exceed Traveler Expectations

Featuring
Convince & Convert; Visit California

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

Read case study →
09 Dec 2021
Event

Accelerating Domestic Tourism Through Marketing

Featuring
Fáilte Ireland

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

Read case study →
09 Dec 2021
Event

Achieving Monster Results for Your Destination

Featuring
Visit Inverness Loch Ness

Michael was interviewed by Nick during X. Festival where he talked us through his successful journey of leading the destination as the pandemic began.

Read case study →
02 Dec 2021
COVID-19

Skift x Sojern

Featuring
Skift & Sojern

Accelerate Your Recovery: 6 Digital Ad Trends to Know.

Read case study →
22 Jun 2021
Trends

Paris Tourism + London & Partners: Partner Marketing Strategy

Featuring
Paris Tourism and London & Partners

The key focus of this case study is how DMOs can partner with a robust strategy for success.

Read case study →
21 Jun 2021
Business

Observing the Consumer Shift with Data and Audience Insights

Featuring
Google

The number one question that arrives at Google is what the trends are and what is happening.

Read case study →
10 Dec 2020
Business

Exploring the Future of Travel Marketing

Featuring
Beeswax, Future Tourism Group, The Culture Trip, SimpleView Inc., & Newfoundland and Labrador

The world's travel and tourism industry reached near-complete shutdown this year.

Read case study →
10 Dec 2020
Data

To Infinity and Beyond — Adapting Your Marketing Approach for the Road Ahead

Featuring
SimpleView

Jason introduces us to his inspiration of Walt Disney, and how he worked with a singular goal in mind – creating the happiest place on Earth.

Read case study →
10 Dec 2020
Event

Destination Websites to Reflect the Needs of Audiences: Perspective from California

Featuring
Visit California

Visit California has spent fifteen years doing the same thing - maintaining the brand, being stewards of the brand.

Read case study →
10 Dec 2020
Digital

Engaging the Influencer Community by Offering Something Extra

Featuring
Switzerland Tourism

Markus gives us a snapshot of Switzerland's tourism industry, with approximately every 6th guest being influenced by a wide array of social campaigns.

Read case study →
10 Dec 2020
Event

Involving the Whole Community in Shaping a Sustainable Destination

Featuring
Îles de la Madeleine & UQAM

Currently, Jason and his team at the DMO work under a marketing strategy focusing on nature, culture and food.

Read case study →
04 Dec 2020
Event

Re-Defining our Role as Destination Marketers

Featuring
Destination Canada

Gloria kicks off her talk by setting the scene with the story of Dahlia May Flowers, a poignant reminder of the need to be resilient.

Read case study →
02 Dec 2020
Business

Bringing Geolocation Tech Innovation and Marketing Together

Featuring
What3Words

How do you describe a place when you have no fixed address?

Read case study →
30 Nov 2020
Content Creation

The Hague Bloggers House Influencer Campaign

Featuring
The Hague Marketing

The Hague's Bloggers House has a unique approach to hosting bloggers: facilitating the best possible stay, & working with them to deliver content.

Read case study →
17 Nov 2020
Branding

San Diego Tourism Authority - Shifting to an ‘Always-on’ Content Strategy

Featuring
San Diego Tourism Authority

The case study discusses how San Diego's marketing activities have grown & evolved significantly over the last 10 years.

Read case study →
16 Nov 2020
Data

Geneva - Global Inbound Marketing for City Tourism

Featuring
Geneva Tourism

Geneva Tourism strategy has a strong data-driven foundation utilising visitor insights & content engagement to optimise key objectives & performance.

Read case study →
16 Nov 2020
Branding

ProColombia - Is Music the New Gastronomy?

Featuring
ProColombia

The case study discusses ProColombia's award-winning campaign ‘Colombia, Siente el Ritmo' & how music tourism can be a catalyst for destinations.

Read case study →
16 Nov 2020
Branding

Helsinki Marketing - A Transformation Process

Featuring
Helsinki Marketing

Helsinki Marketing has given itself as a destination a new purpose, adding value to the citywide development, helping Helsinki to thrive and innovate.

Read case study →
15 Nov 2020
Destination Transformation

How Puerto Rico have Rebuilt a Brand New DMO after a Crisis

Featuring
Discover Puerto Rico

The case study explores how Puerto Rico managed a crisis and rebuilt the brand, giving visitors a reason to return.

Read case study →
15 Nov 2020
Digital

Refining the Digital Customer Experience with LAAX

Featuring
LAAX

The case study discusses a campaign by LAAX, a ski resort in Switzerland that redefined the visitor experience in nature through technology.

Read case study →
15 Nov 2020
Event

Regenerative Travel - Purpose from a Marketer's Perspective

Featuring
Tourism Flanders

Elke starts her talk by describing what it means to be a marketer. She's had a lot of success and a lot of recognition.

Read case study →
11 Nov 2020
Business

Stewardship as a Driving Force Behind the Brand

Featuring
Digital Tourism Think Tank & SimpleView Inc.

This session is all about purposeful marketing, asking the question "can destination stewardship become a key driving force behind the brand?".

Read case study →
11 Nov 2020
Business

Following the Data: Trip Planning Metrics As A Leading Indicator

Featuring
Inspirock

Inspirock will share proprietary data from our consumer homepage where over 25 million travelers plan trips to over 80,000 destinations.

Read case study →
18 Sep 2020
Recovery Alliance

DMO Spotlight: Slovenia on Domestic Tourism Insights

Featuring
Visit Slovenia

How Visit Slovenia used itinerary creation and an engaging, personalised experience to encourage Slovenians to travel domestically this summer.

Read case study →
25 Aug 2020
Business

Data Series #5 - How to drive and optimise your recovery activities

Featuring
travel audience

In this episode you will learn how to combine different data sets to optimise your strategy and maximise marketing campaigns potential.

Read case study →
12 Aug 2020
Business

Data Series #4 - How airline capacity and connectivity affects your destination

Featuring
travel audience

Discover how to estimate the total potential of your destination and learn how the demand to your destination relates to the actual air traffic.

Read case study →
05 Aug 2020
Business

Data Series #3 - How to take a lead on your strategy to bring visitors back?

Featuring
travel audience

Do you really know your customers' preferences?

Read case study →
29 Jul 2020
COVID-19

Visit Faroe Islands on Remote Tourism

Featuring
Visit Faroe Islands

At the #DTTT, we have followed the evolution of the Faroe Islands, which has been as unique as their campaigns.

Read case study →
30 May 2020
AI

The Impact of AI on Destination Discoverability

Featuring
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.

Read case study →
12 Jun 2026
AI

How Fast Should We Move With AI?

Featuring
Austria Tourism, Marketing Greece, Stockholm Business Region

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

Read case study →
10 Jun 2026
Data

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

Featuring
Destination Canada

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

Read case study →
31 Mar 2026
Digital

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

Featuring
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.

Read case study →
12 Mar 2026
Marketing

From Vanity Metrics to Shared Digital Accountability

Featuring
Sojern & Digital Tourism Think Tank

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

Read case study →
02 Jan 2026
Marketing

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

Featuring
Visit Norway

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

Read case study →
31 Dec 2025
Event

No App, No Hardware, No Limits… WebXR

Featuring
Smartify

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

Read case study →
20 Jun 2025
Event

Designing Location-Based Augmented Experiences

Featuring
Imvizar, Aucto Visio LTD, Newcastle University

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

Read case study →
19 Jun 2025
Event

Museums in the Metaverse: Democratising XR for Cultural Heritage

Featuring
University of Glasgow

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

Read case study →
19 Jun 2025
Event

Telling Stories with Digital Heritage: Unlocking Immersive Visitor Experiences

Featuring
Europeana

Fiona Mowat and Beth Daley share Europeana's strategic approach to digital storytelling, offering a blueprint for narrative frameworks.

Read case study →
19 Jun 2025
Event

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

Featuring
Canary Islands Tourism Board, Flecher.co

The campaign represents how destinations can build lasting relationships with Gen Alpha whilst advancing sustainability objectives.

Read case study →
18 Jun 2025
Event

Exploring Generational Differences in Digital-First Experiences

Featuring
Animmersion, GIGCO, University of Sunderland

The growing influence of Gen Alpha presents destinations with a challenge, driving a shift in how digital experiences are consumed and shared.

Read case study →
17 Jun 2025
Event

The North East Innovation Ecosystem: Strategic Lessons in Place-Based Digital Transformation

Featuring
NewcastleGateshead Initiative, Newcastle International Airport, Sunderland Software City, LUMO

The transformation of North East England from industrial powerhouse to digital innovation hub is a strategic example of destination development.

Read case study →
17 Jun 2025
Event

Will AI Agents Redefine the AI Opportunity?

Featuring
TXGB, Chaperone, Expian, VisitBritain

Tourism stands at the threshold of a fundamental paradigm shift that extends far beyond the incremental innovations of recent digital transformations.

Read case study →
16 Jun 2025
Event

Exploring Agentic AI Applications

Featuring
Atout France

Atout France's deployment of AI exemplifies how DMOs are strategically leveraging AI through data and curated content strategies.

Read case study →
16 Jun 2025
Event

Designing Technology for The Future of Product Distribution

Featuring
Australian Tourism Data Warehouse

The tourism playbook, carefully refined over decades of practice, is being fundamentally rewritten by the emergence of AI and its capabilities.

Read case study →
12 Jun 2025
Business

Reimagine Visitor Engagement & Loyalty

Featuring
eXplorins

This is where Web 3.0 technologies, can play a crucial role in overcoming barriers and connecting local brands with a much wider partner ecosystem.

Read case study →
17 May 2024
Digital

Tourism Innovation in Greece

Featuring
Marketing Greece

Marketing Greece, outlined innovative strategies to enhance the image and reputation of Greece through the repositioning and promotion of the country.

Read case study →
30 Apr 2024
AI

Using Generative AI for Impactful Marketing

Featuring
Vienna Tourist Board

#UnArtificialArt is an exciting new initiative created by DTTT Member, Vienna Tourist Board.

Read case study →
18 Dec 2023
Data

MarketingOost's Approach to Data Management

Featuring
MarketingOost

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

Read case study →
18 Apr 2023
Branding

Lessons Learned from Helsinki's Digital Journey

Featuring
Helsinki Partners

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

Read case study →
17 Apr 2023
Design Thinking

Estonian Tourist Board's Service Design Masterclass

Featuring
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.

Read case study →
14 Apr 2023
Destination Transformation

Destination Transformation in Finland

Featuring
Visit Finland

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

Read case study →
05 Apr 2023
Marketing

Find your Freedom - Gamified Marketing Campaign

Featuring
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.

Read case study →
20 Mar 2023
Business

SeatBoost Live Upgrade Auctions

Featuring
Lufthansa

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

Read case study →
10 Mar 2023
Business

Astrotourism at Dark Sky Alqueva

Featuring
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.

Read case study →
03 Mar 2023
Business

Instant Booking in the MICE sector - Marriott International

Featuring
Marriott International

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

Read case study →
23 Feb 2023
Business

The Power of Voice Search with Aerin

Featuring
Aertrip

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

Read case study →
16 Feb 2023
Business

Journee Trips - Looking to be surprised?

Featuring
Journee Trips

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

Read case study →
06 Feb 2023
Business

Loodusega Koos - Estonia/Finland Hiking

Featuring
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.

Read case study →
03 Feb 2023
Business

Celebrity Cruises Wonderverse Virtual World

Featuring
Celebrity Cruises

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

Read case study →
02 Feb 2023
Digital

Selling a Road Trip In Greece - The Digital Experience

Featuring
Marketing Greece

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

Read case study →
23 Jan 2023
Digital

Bingewatching in Zwolle

Featuring
MarketingOost & Zwolle

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

Read case study →
17 Jan 2023
Digital

What does a Successful Website Redesign Look Like?

Featuring
Visit Jersey

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

Read case study →
16 Jan 2023
Business

When a Vegan Restaurant is no Longer Vegan-Only

Featuring
Stem & Glory

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

Read case study →
05 Jan 2023
Business

The Virtual Reality Restaurant

Featuring
Frenessì Restaurant

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

Read case study →
21 Dec 2022
Business

How to Reinvent Artwork? The Casa Batlló Example

Featuring
Casa Batlló

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

Read case study →
21 Dec 2022
Business

How to Create Compelling Experiences Inside and Outside Galleries

Featuring
V&A Museum

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

Read case study →
21 Dec 2022
Event

Succeeding with Co-Operative Marketing

Featuring
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.

Read case study →
12 Dec 2022
Event

Becoming a Smart Destination

Featuring
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.

Read case study →
12 Dec 2022
Event

Live & Work Anywhere: From Idealism to Realism

Featuring
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.

Read case study →
09 Dec 2022
Event

Embarking on a Literary Tour

Featuring
VisitPortugal

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

Read case study →
09 Dec 2022
Event

Live & Work Anywhere: Attracting Remote Workers

Featuring
Airbnb & Cape Town Tourism

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

Read case study →
09 Dec 2022
Event

Strengthening Digital Products & Experiences

Featuring
Visit Finland

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

Read case study →
09 Dec 2022
Event

Driving Sustainable Innovation

Featuring
UNWTO

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

Read case study →
09 Dec 2022
Business

Ensuring Diversity in Travel Storytelling

Featuring
Contiki

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

Read case study →
09 Dec 2022
Business

Creating a Better Work Environment for Hospitality Staff

Featuring
Sweeply

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

Read case study →
07 Dec 2022
Event

How is UX Shaping Destination Websites?

Featuring
Creatim & Slovenian Tourist Board

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

Read case study →
05 Dec 2022
Destination Transformation

Using gamification to attract travellers & encourage in-destination exploration

Featuring
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.

Read case study →
12 Jul 2022
Destination Transformation

Experimenting with Digital Technologies: Becoming a Smart Destination

Featuring
Visit Benidorm

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

Read case study →
09 Jun 2022
Event

Digital Culture Transformation - Looking into the Future

Featuring
Rausgegangen

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

Read case study →
08 Jun 2022
Event

Reading Travellers' Mind with AI

Featuring
BD4.ai & Visit Iceland

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

Read case study →
08 Jun 2022
Data

Experience Overijssel: Tourists Will go Where you Point Them

Featuring
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.

Read case study →
08 Jun 2022
Business

Discovering the possibilities of Tourism 4.0

Featuring
eXplorins

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

Read case study →
07 Jun 2022
Event

Using Content Marketing to Meet and Exceed Traveler Expectations

Featuring
Convince & Convert; Visit California

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

Read case study →
09 Dec 2021
Sustainability

Translating Sustainable Strategy into Digital

Featuring
Visit Norway

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

Read case study →
09 Dec 2021
Event

The Role of Destination Apps

Featuring
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.

Read case study →
09 Dec 2021
Event

The Contiki TikTok Challenge

Featuring
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.

Read case study →
09 Dec 2021
Event

Iceland on Maintaining Digital Competitiveness

Featuring
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.

Read case study →
09 Dec 2021
Event

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

Featuring
Newfoundland and Labrador

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

Read case study →
09 Dec 2021
Business

How Brands Inspire Travel

Featuring
Pinterest

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

Read case study →
09 Dec 2021
Event

Becoming Data Agnostic

Featuring
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.

Read case study →
09 Dec 2021
Event

Accelerating Domestic Tourism Through Marketing

Featuring
Fáilte Ireland

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

Read case study →
09 Dec 2021
Business

Exploring Global Trends with Google

Featuring
Google

Iva Kutle Škrlec, Global Director of Destination Marketing at Google, delivered a keynote on ‘Exploring Global Trends with Google’.

Read case study →
02 Dec 2021
Event

Data Leadership to Support Digitalisation: Veneto's Tourism Observatory

Featuring
Data Appeal & Tourism Veneto Region

Hannah Babineau and Stefan Marchioro presented their collaborative project that leverages data for establishing data-driven strategies.

Read case study →
02 Dec 2021
Event

Destination’s Competitiveness: Learnings from Travel Oregon

Featuring
Travel Oregon

Scott joined us at X. Festival to talk about strategies behind destination development and creating authentic experiences in Oregon.

Read case study →
02 Dec 2021
Event

Establishing Robust Measurement Data to Support a Digitally-Led Sustainability Strategies

Featuring
MURMURATION

Tarek delivered a profound talk about employing environmental and meteorological data to support sustainable tourism strategies.

Read case study →
02 Dec 2021
Event

Achieving Monster Results for Your Destination

Featuring
Visit Inverness Loch Ness

Michael was interviewed by Nick during X. Festival where he talked us through his successful journey of leading the destination as the pandemic began.

Read case study →
02 Dec 2021
Event

Rewatch X. Festival 2021: Digitalisation and Competitiveness

Featuring
Digital Tourism Think Tank

Want to relive the excitement of Digitalisation & Competitiveness? You can rewatch days 3 and 4.

Read case study →
02 Dec 2021
Event

Winding Tree: Tokenize Everything!

Featuring
Winding Tree

Maksim delivered an inspiring talk on peer-to-peer travel distribution networks, a notable move towards decentralising the travel Market.

Read case study →
01 Dec 2021
Event

PilOT, The Project Behind The Touristicity Index

Featuring
ADN Tourism, University of Perpignan & Federation of Tourism Offices of Brittany

Mathieu Daubon, Laurent Botti and Pierre Bouton joined us at X. Festival 2021 to discuss the PilOT project.

Read case study →
01 Dec 2021
Event

Digital that Delivers

Featuring
Fáilte Ireland

Paul Mockler presented the audience with a comprehensive report on the ‘Digital that Delivers’ strategy.

Read case study →
01 Dec 2021
Event

Leveraging Data to Understand Urban Investment: YesMilano and CitiBank

Featuring
Citi Ventures & Milano & Partners

Cici, Alexandra and Marco joined us at X. Festival to discuss leveraging data on an urban scale for attracting investment.

Read case study →
01 Dec 2021
Event

Making Sense of Data, a Regional Perspective

Featuring
MarketingOost

Ellen and Guido joined X. Festival 2021 to discuss a recently launched data hub for tourism in the Netherlands.

Read case study →
01 Dec 2021
Business

Shifts in Digital Behaviour

Featuring
PhocusWright

Pete Comeau, The Managing Director at PhocusWright, during his talk ‘Shifts in Digital Behaviour’, discussed the travel market post-pandemic.

Read case study →
01 Dec 2021
Business

The Future of Digital Travel

Featuring
MMGY

Cees Bosselaar opened the second day of the X Festival offering his views on emerging trends and best practices as we rebuild confidence in travel.

Read case study →
30 Nov 2021
Business

Immersive Technologies for Transport or Food and Beverage

Featuring

In the previous article, we talked about how destinations can transform their experience offerings through digitisations.

Read case study →
28 Sep 2021
Business

How Are Cultural Institutions and the Recreational Sector Adopting Immersive Technologies?

Featuring

Museums and galleries are no longer just a collection of artefacts.

Read case study →
28 Sep 2021
Business

First Things First: What Are Immersive Technologies?

Featuring

Immersive technologies are an extensive range that lie within the Reality-Virtuality spectrum.

Read case study →
28 Sep 2021
COVID-19

Skift x Sojern

Featuring
Skift & Sojern

Accelerate Your Recovery: 6 Digital Ad Trends to Know.

Read case study →
22 Jun 2021
Trends

Paris Tourism + London & Partners: Partner Marketing Strategy

Featuring
Paris Tourism and London & Partners

The key focus of this case study is how DMOs can partner with a robust strategy for success.

Read case study →
21 Jun 2021
Digital

Repositioning Adventure Tourism in Jordan with travel audience

Featuring
Visit Jordan

With clear data and partner insights collected with a campaign, Jordan targets its key markets and reposition the destination.

Read case study →
11 Jan 2021
Event

Rewatch X. Festival 2021: Leaders of Digital

Featuring
Digital Tourism Think Tank

Want to relive the excitement of Leaders of Digital? You can rewatch days 9 and 10.

Read case study →
10 Dec 2020
Business

How Brands are Inspiring Travel Again

Featuring
Pinterest

Ashish gives us an insight into how Pinterest trends have been affected by the pandemic.

Read case study →
10 Dec 2020
Event

Balancing Digital Brand Immersion with Local Activation

Featuring
Newfoundland and Labrador Tourism

Laurie gives us an inspirational, breathtaking look at Newfoundland and Labrador through this short retrospective film.

Read case study →
10 Dec 2020
Business

The New Role of Creators and Influencers

Featuring
Whalar

Dominique reveals that during the pandemic, there has been a 2.5x increase in engagement through social media platforms.

Read case study →
10 Dec 2020
Event

Destination Websites to Reflect the Needs of Audiences: Perspective from California

Featuring
Visit California

Visit California has spent fifteen years doing the same thing - maintaining the brand, being stewards of the brand.

Read case study →
10 Dec 2020
Digital

Engaging the Influencer Community by Offering Something Extra

Featuring
Switzerland Tourism

Markus gives us a snapshot of Switzerland's tourism industry, with approximately every 6th guest being influenced by a wide array of social campaigns.

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10 Dec 2020
Event

Destination Websites to Reflect the Needs of Audiences: Perspective from Spain

Featuring
TurEspaña

Turespaña has one of the oldest dedicated DMO websites in the industry, first published in 2000.

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10 Dec 2020
Business

Touch Video Academy

Featuring
Touch Video Academy

Kim takes you through this Touch Video Academy workshop on how to tell authentic stories with high quality, at a low cost.

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04 Dec 2020
Business

The Voice of Industry

Featuring
WTTC, ETOA, EVANEOS, The Travel Corporation

Hundreds of thousands of micro, small and medium-sized enterprises woven together creating incredible, lasting experiences, is what makes tourism.

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03 Dec 2020
Business

Analysing Travel Data in a Climate of Uncertainty

Featuring
ForwardKeys

Olivier starts by talking about the governments' expectations to use 'tools' to manage, activate and restrict travel as the virus changes and evolves.

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02 Dec 2020
Business

2021 Horizons: Going Behind the Data

Featuring
ADARA, Skyscanner, Meliá Hotels & Etraveli Group

Starting with a positive note, how has the industry been responding to the huge challenges faced at this current moment in time?

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02 Dec 2020
Event

Helping Tourism Businesses

Featuring
Visit Dalarna

Lotta hands us over to Helén Gostaffson, one of 4 consultants from the business counselling team.

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02 Dec 2020
Event

Investing in Destination Recovery: A Catalyst for Broader Economic Growth

Featuring
Tourism Economics

Adam opens by explaining that right at this moment in time, we are seeing the light at the end of the tunnel.

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02 Dec 2020
Business

Accelerating Innovation in Travel after Coronavirus

Featuring
Euromonitor International

How can the travel industry take the global crisis as an opportunity to accelerate innovation?

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02 Dec 2020
Event

Re-Defining our Role as Destination Marketers

Featuring
Destination Canada

Gloria kicks off her talk by setting the scene with the story of Dahlia May Flowers, a poignant reminder of the need to be resilient.

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02 Dec 2020
Business

How 'Grow with Google' is Helping Tourism SMEs

Featuring
Google Greece

Maria talks us through Google's initiatives to support the tourism sector.

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02 Dec 2020
Data

Designing a DMO Strategy Using Data and Innovation

Featuring
Turismo de Portugal

He is renowned in the industry for having helped Portugal's National Tourism Organisation to apply innovation and adopt a data-driven approach.

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30 Nov 2020
Business

Supporting Community-Led Crowdfunders

Featuring
Crowdfunders

Crowdfunding is understood as sponsorship or donation-based crowdfunding; there are many available such as GoFundMe.

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30 Nov 2020
Branding

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

Featuring
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.

Read case study →
25 Feb 2026
Branding

Building a Multi-Faceted Destination Brand

Featuring
Business Iceland & Digital Tourism Think Tank

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

Read case study →
02 Jan 2026
Research & Policy

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

Featuring
Digital Tourism Think Tank & Airbnb

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

Read case study →
02 Jan 2026
Branding

Authentic Placemaking: The Unique Narrative of Little Tokyo

Featuring
Visit Düsseldorf

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

Read case study →
01 Jan 2026
AI

Taking Risks with AI: Embracing Experimentation for Storytelling

Featuring
Visit Benidorm

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

Read case study →
01 Jan 2026
Marketing

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

Featuring
Visit Norway

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

Read case study →
31 Dec 2025
Marketing

Exploring New Perspectives: Balancing Consistency with Nuance

Featuring
Visit Portugal

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

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31 Dec 2025
Branding

Helsinki Partners' Brand: Evolving Beyond Tourism

Featuring
Helsinki Partners

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

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30 Dec 2025
Event

Building a Brand with Fulfilment: Saaristo's Strategic Approach to Destination Development

Featuring
Visit Turku Archipelago

The adoption of "Saaristo" as the brand name demonstrates how successful destination brands emerge from genuine cultural usage rather than influences.

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13 Jun 2025

Travel Oregon's Why Guides: Innovative Storytelling Through Local Voices

Featuring
Travel Oregon

Travel Oregon’s Why Guides share local insight from tour experts to help travellers explore authentic experiences across the state’s diverse regions.

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25 Mar 2025

VisitLuxembourg App: Building Stronger Tourism Relationships Through Digital Innovation

Featuring
Luxembourg for Tourism

The VisitLuxembourg App is a practical tool for building stronger relationships with tourists and encouraging repeat visits.

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10 Mar 2025
Experiences

Ayers Rock Resort: Designing Sustainable Immersive Experiences

Featuring
Ayers Rock Resort

Ayers Rock Resort combines Indigenous culture with sustainability at Uluru, featuring innovative drone storytelling and eco-certified tourism.

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26 Feb 2025

Establishing Practical AI Use Cases

Featuring
Slovenian Tourist Board, Trentino Marketing, Fáilte Ireland & Visit Greenland

AI is rapidly changing the destination marketing landscape, offering opportunities to enhance efficiency and personalise visitor experiences.

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08 Jan 2025

Sustainable Tourism: Is It An Oxymoron?

Featuring
Greek National Tourism Organisation, Wonderful Copenhagen, Bloomberg News & Visit Greenland

Reflecting destination-specific contexts, contrasting approaches and messages are needed to foster responsible practices and gain visitors' trust.

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07 Jan 2025

Driving Growth with Limited Resources

Featuring
Visit Sweden

While many DMOs increasingly face the challenge of budgetary constraints, directing attention to a big idea can spark conversations.

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06 Jan 2025

Building a Strong Nation Brand

Featuring
NBTC

While many countries are associated with stereotypical images, a long-term brand strategy must move beyond them to broaden a country's appeal.

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03 Jan 2025

Building a Guest-Centric Marketing Strategy

Featuring
VisitDenmark

A guest-centric approach is essential for any destination looking to build a long-term relationship with visitors.

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02 Jan 2025

Shaping Destination Management Through Promotion

Featuring
Vienna Tourist Board

Being big and bold with messaging and thematic campaigns, the Vienna Tourist Board tells a cohesive story about why the city is a global icon.

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31 Dec 2024

The Essence of a Brand

Featuring
DCT Abu Dhabi

DCT Abu Dhabi's revitalisation strategy leverages cultural experiences to build a distinctive brand with a clear positioning.

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23 Dec 2024

Defining Impact as an Omni-Present Brand

Featuring
Tourism Ireland

Destination brands are bigger than one organisation, requiring teamwork with industry partners to ensure continuous visibility across all channels.

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20 Dec 2024

Building Partnerships in the Attention Economy

Featuring
Bloomberg Media

By using in-depth data analysis, marketers can gain better insights to enhance their understanding of audience behaviours.

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19 Dec 2024
Business

Developing a Sustainable Model for Destinations

Featuring
The Rhodes Co-Lab

To achieve sustainability, Rhodes requires a detailed transition mechanism, tackling challenges head-on with a multi-pronged approach.

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11 Jun 2024
AI

Using AI Tools to Produce Social Content

Featuring
Visit Benidorm

AI tools enhance creativity and streamline marketing workflows. Visit Benidorm shared tips to succeed in leveraging this tech for content production.

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14 May 2024
Sustainability

Aligning Visitor Activities with Resident Needs

Featuring
Tourisme Îles de la Madeleine

The objective of this campaign was to showcase that despite the fragility of the region, visitors can still have authentic, high-quality experiences.

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18 Jan 2024
Sustainability

The Art of Viral Campaigns for Destinations

Featuring
Visit Finland

Visit Finland identified a unique opportunity to leverage Finland's distinct identity. Drawing on the country's renowned reputation for happiness.

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12 Jan 2024
Technology

Discovering Authentic Experiences Through Local Tourism

Featuring
This Is Athens

This is Athens sets the tone for an authentic destination experience, utilising the power of locals to share their stories about the city.

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12 Jan 2024
Experiences

Boosting Domestic Tourism Through the Heritage of the Hanseatic League

Featuring
MarketingOost

MarketingOost used multimedia experiences to promote the heritage of the Hanseatic League through educational storytelling and inspire creativity.

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09 Jan 2024
Marketing

Transformation of the Catalan Tourism Brand Towards Responsible Tourism

Featuring
Catalan Tourist Board

Through persuasive storytelling in a diverse range of marketing campaigns, the Catalan Tourist Board has driven more responsible visitor behaviour.

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09 Jan 2024
Business

Radical Transparency Through Sustainable Practices

Featuring
Bob W

Bob W isn't just a short-stay apartment provider, they're a beacon of transparency and action in the often-murky world of hospitality sustainability.

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22 Dec 2023
Partnership

Boosting Destination Success: The Power of Effective Partnerships

Featuring
Skyscanner, Google

The tourism industry is undergoing a dynamic shift, demanding closer collaboration between DMOs and travel brands like Skyscanner.

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21 Dec 2023
KPIs

Exploring Shifting Digital KPIs from Volume to Value

Featuring
DTTT

In this roundtable participants discussed how DMO strategies have shifted significantly over the past five years.

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20 Dec 2023
Content Creation

Emerging Digital Content Trends for 2024

Featuring
DTTT

In this Roundtable, we discussed the major developments happening right now and how technology will define brand experiences in the coming years.

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20 Dec 2023
Innovation

The DMO Website Reimagined

Featuring
Visit Norway

In an era of digital transformation, the Visit Norway website holds immense significance in shaping the country's tourism landscape.

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19 Dec 2023
Business

Creating Content that Resonates With the Audience

Featuring
Google

Google shed light on the science behind creating compelling content that truly resonates with its intended audiences.

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19 Dec 2023
Marketing

Strategies for Effectively Promoting Hidden Gems

Featuring
Marketing Greece

Marketing Greece aim to promote lesser-known, off-the-beaten-path destinations within Greece, showcasing their attractions to a wider audience.

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12 Dec 2023
Content Creation

Marketing on a Budget: Tips for Organic Social Media Growth

Featuring
Cape Town Tourism

The tourism industry grapples with economic and political fluctuations and evolving traveller preferences, impacting DMOs' promotional endeavours.

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12 Dec 2023
Marketing

A Holistic Approach to Omni-Channel Marketing

Featuring
Fáilte Ireland

Fáilte Ireland explore the approach to omni-channel marketing and how they produce connected, consistent and contextually relevant content.

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12 Dec 2023
Partnership

Destination Canada's Transformative TED Partnership

Featuring
Destination Canada, TED

In the dynamic world of travel and tourism, standing out from the crowd requires a bold approach to garnering top-of-funnel brand awareness.

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11 Dec 2023
Partnership

The Colors of Ticino

Featuring
Ticino Turismo and Pantone Institute

Ticino Turismo worked with the Pantone Institute to develop a range of colour schemes that represent the destination's touristic assets.

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26 Jun 2023
Branding

Lessons Learned from Helsinki's Digital Journey

Featuring
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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17 Apr 2023
Marketing

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

Featuring
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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11 Apr 2023
Marketing

Find your Freedom - Gamified Marketing Campaign

Featuring
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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20 Mar 2023
Branding

Bring Yourself, We'll do the Same

Featuring
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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17 Mar 2023
Business

Astrotourism at Dark Sky Alqueva

Featuring
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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03 Mar 2023
Business

Instant Booking in the MICE sector - Marriott International

Featuring
Marriott International

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

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23 Feb 2023
Business

Celebrity Cruises Wonderverse Virtual World

Featuring
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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02 Feb 2023
Sustainability

Swisstainable Veggie Day

Featuring
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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26 Jan 2023
Marketing

How can Destinations Thrive in Placemaking?

Featuring
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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12 Jan 2023
Event

Milan on Attracting Talent in the Destination

Featuring
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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07 Dec 2022
Event

The Contiki TikTok Challenge

Featuring
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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09 Dec 2021
Event

A Branding and Communication Story

Featuring
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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09 Dec 2021
Trends

Paris Tourism + London & Partners: Partner Marketing Strategy

Featuring
Paris Tourism and London & Partners

The key focus of this case study is how DMOs can partner with a robust strategy for success.

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21 Jun 2021
Event

Responsible Tourism & an all-inclusive Marketing Strategy with Visit Greenland

Featuring
Visit Greenland

The talk discusses the holistic approach of Visit Greenland that includes building closer working relationships with everyone involved.

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17 May 2021
Destination Transformation

Dolomiti Paganella - An Experience Led DMO Transformation

Featuring
Dolomiti Paganella

The case study discusses the DMO journey of Dolomiti Paganella with the application of the St. Gallen Model for Destination Management.

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16 Apr 2021
Digital

Repositioning Adventure Tourism in Jordan with travel audience

Featuring
Visit Jordan

With clear data and partner insights collected with a campaign, Jordan targets its key markets and reposition the destination.

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11 Jan 2021
Destination Transformation

StopOver - The Centralisation of Tourism Agencies in Bogotá

Featuring
Colombian StopOver programme

Bogotá Tourism is a great example of a successful collaboration between various tourism players working towards a bigger project of changing the city.

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16 Nov 2020
Branding

San Diego Tourism Authority - Shifting to an ‘Always-on’ Content Strategy

Featuring
San Diego Tourism Authority

The case study discusses how San Diego's marketing activities have grown & evolved significantly over the last 10 years.

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16 Nov 2020
Branding

ProColombia - Is Music the New Gastronomy?

Featuring
ProColombia

The case study discusses ProColombia's award-winning campaign ‘Colombia, Siente el Ritmo' & how music tourism can be a catalyst for destinations.

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16 Nov 2020
Content Creation

Ticino Turismo - A Rebranding Journey

Featuring
Ticino Turismo

In 2018, Ticino Turismo embarked on a great innovation journey that led them to a complete rebranding after 36 years.

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16 Nov 2020
Branding

Helsinki Marketing - A Transformation Process

Featuring
Helsinki Marketing

Helsinki Marketing has given itself as a destination a new purpose, adding value to the citywide development, helping Helsinki to thrive and innovate.

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15 Nov 2020
Destination Transformation

How Puerto Rico have Rebuilt a Brand New DMO after a Crisis

Featuring
Discover Puerto Rico

The case study explores how Puerto Rico managed a crisis and rebuilt the brand, giving visitors a reason to return.

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15 Nov 2020
Digital

Refining the Digital Customer Experience with LAAX

Featuring
LAAX

The case study discusses a campaign by LAAX, a ski resort in Switzerland that redefined the visitor experience in nature through technology.

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15 Nov 2020
Business

Chuffed Gifts - Regenerating Domestic Tourism through gift-giving

Featuring
Chuffed Gifts

Chuffed Gifts is an example of how tourism businesses can untapped the potential of the domestic market by applying innovation, and entrepreneurship.

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18 Jun 2020
Business

Haeckels - Developing Loyalty and Connection with the Destination

Featuring
Haeckels

Haeckles promote a more sustainable cosmetic industry but also aims to raise awareness about the natural wealth of the local environment.

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20 May 2020
Business

Shangri-La Group - Fam.ily Experiences

Featuring
Shangri-La Group Fam.ily

Shangri-La focuses on family bonding experience to achieve a higher level of customer service and hospitality.

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20 May 2020
Business

Cuvée Privée - Reinventing the customer experience through personalisation

Featuring
Cuvée Privée

Cuvée Privée - How a business can scale revenue & boost customer loyalty by leveraging innovation & applying creativity to a subscription-based model.

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20 May 2020
Business

Aegean Airlines and GNTO - Sojern Case Study

Featuring
Greek National Tourism Organisation, Aegean Airlines & Sojern

Marketing Campaign by Greek National Tourism Organisation with Aegean Airlines and Sojern

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06 May 2020
Trends

Destination Uppsala - Championing Social Media as a small Destination

Featuring
Destination Uppsala

The case study discussed the strategy of Destination Uppsala that adopted a behavioural segmentation based on consumers' decision-making process.

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11 Nov 2019
Event

Creating a Social Partnership Framework with Industry

Featuring
Vancouver Island & CrowdRiff

Vancouver Island and CrowdRiff have been working together to discuss how to encourage more UGC as part of your social strategy.

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13 Jun 2019
Destination Transformation

Visit Finland’s Destination Branding

Featuring
Visit Finland

Despite Finland's exceptional qualities, the country was once considered a rather niche destination within European tourism.

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11 Mar 2018
Destination Transformation

Ticino Tourism on Creating a Dynamic Brand Platform Through Collaboration

Featuring
Ticino Tourism

Manuela Nicoletti, Director of Marketing at Ticino Turismo, speaks about the evolution of the destination brand we see today.

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10 Mar 2018
Destination Transformation

Visit Jersey on Matching the Product to the Promise

Featuring
Visit Jersey

Meryl Le Feuvre from Visit Jersey talks about how the island has been pioneering its experience and product strategy.

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10 Mar 2018
Destination Transformation

Laax on Refining the Digital Customer Experience

Featuring
LAAX

In this case study, we will focus on how the brand LAAX is being built entirely around the winter product, ski slopes and snow parks.

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10 Mar 2018
Destination Transformation

Dolomiti Paganella on their Focus on Product Development

Featuring
Dolomiti Paganella

Over the last 4 years, the tourism board of Dolomiti Paganella has witnessed a complete restructuring.

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09 Mar 2018
Branding

Dubai Tourism on attracting and engaging with an up-and-coming market

Featuring
Dubai Tourism

Hoor Alkhaja, Associate Vice President at Dubai Tourism, shared insights on Dubai's rebrand and its 360 marketing strategy targeting Chinese visitors.

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03 Mar 2018
Business

Icelandair: Stopover Buddy Campaign

Featuring
‍Icelandair

The case study discussed the impact of the 'Stopover Buddy' initiative by Icelandair on the brand, organisation, and overall growth of the airline.

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29 Oct 2016
Marketing

Lapland’s Augmented Reality App

Featuring
House of Lapland

The case study discusses the digital marketing strategy of Lapland to attract foreign tourists from selected target markets.

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02 Nov 2015
Marketing

South Africa's Digital Strategy

Featuring
Tourism South Africa

South Africa’s digital strategy mainly focuses on four key areas in terms of what the National Tourist Board is working on.

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15 Mar 2012
Content Creation

Closing the Content Strategy Loop with California 101

Featuring
Visit California

This case study shares the insights from the strategy of Visit California for creating valuable content.

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AI

Supporting Industry AI Transformation: Building the Change Tourism Austria Platform

Featuring
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.

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16 Jun 2026
AI

Building AI-Mediated Destination Experiences

Featuring
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.

Read case study →
15 Jun 2026
AI

The Impact of AI on Destination Discoverability

Featuring
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.

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12 Jun 2026
AI

Is Governance The Most Misunderstood Word In AI?

Featuring
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.

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11 Jun 2026
AI

How Fast Should We Move With AI?

Featuring
Austria Tourism, Marketing Greece, Stockholm Business Region

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

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10 Jun 2026
Data

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

Featuring
Destination Canada

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

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31 Mar 2026
Digital

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

Featuring
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.

Read case study →
12 Mar 2026
Branding

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

Featuring
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.

Read case study →
25 Feb 2026
Marketing

Dark Sky Terschelling: Boosting Off-Season Demand

Featuring
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.

Read case study →
16 Feb 2026
Sustainability

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

Featuring
Destination British Columbia

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

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06 Feb 2026
Marketing

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

Featuring
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.

Read case study →
14 Jan 2026
Branding

Building a Multi-Faceted Destination Brand

Featuring
Business Iceland & Digital Tourism Think Tank

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

Read case study →
02 Jan 2026
Marketing

From Vanity Metrics to Shared Digital Accountability

Featuring
Sojern & Digital Tourism Think Tank

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

Read case study →
02 Jan 2026
Marketing

Integrating Local Voices into Destination Marketing

Featuring
Visit Faroe Islands

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

Read case study →
02 Jan 2026
Research & Policy

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

Featuring
Digital Tourism Think Tank & Airbnb

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

Read case study →
02 Jan 2026
Branding

Authentic Placemaking: The Unique Narrative of Little Tokyo

Featuring
Visit Düsseldorf

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

Read case study →
01 Jan 2026
AI

Taking Risks with AI: Embracing Experimentation for Storytelling

Featuring
Visit Benidorm

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

Read case study →
01 Jan 2026
Marketing

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

Featuring
Visit Norway

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

Read case study →
31 Dec 2025
Marketing

Exploring New Perspectives: Balancing Consistency with Nuance

Featuring
Visit Portugal

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

Read case study →
31 Dec 2025
Branding

Helsinki Partners' Brand: Evolving Beyond Tourism

Featuring
Helsinki Partners

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

Read case study →
30 Dec 2025
Marketing

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

Featuring
Tourism Ireland

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

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29 Dec 2025
Event

No App, No Hardware, No Limits… WebXR

Featuring
Smartify

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

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20 Jun 2025
Event

Designing Location-Based Augmented Experiences

Featuring
Imvizar, Aucto Visio LTD, Newcastle University

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

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19 Jun 2025
Event

Museums in the Metaverse: Democratising XR for Cultural Heritage

Featuring
University of Glasgow

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

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19 Jun 2025
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