Discover our extensive library of case studies, covering a wide variety of topics to help get you that edge.
Supported an entire industry through a period of fast change, Change Tourism Austria centres on helping an industry build the confidence to act.
The Federation of Breton Tourist Offices joined us at #DTTTGlobal to share its vision of the future of travel.
Alongside Helsinki, OnlyLyon is the winner of the 'European Capital of Smart Tourism' 2019 award.
The case study discusses how WeGoEu efficiently connects Chinese travellers with European destinations.
The case study discussed the strategy of Destination Uppsala that adopted a behavioural segmentation based on consumers' decision-making process.
SEGITTUR is a state-owned company specifically developed with the purpose of fostering the development of innovation and new technologies.
Sustainability has become one of the most important topics of conversation today, largely highlighted by the rise of overtourism.
Augmented reality takes content to another level, adding a whole new layer to the user experience in a variety of different ways.
We speak with Daniel Bury and Teboho Mahlatsi on how they achieve the best experiences for their films.
Contiki and Visit Scotland joined us to discuss the challenges of communicating a largely intangible product.
Visit Norway joined us to share insights on how the DMO completely restructured its processes to centralise marketing efforts and story creation.
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.
The Finnish city of Espoo is an ecosystem of collaboration and innovation.
Influencer marketing has continued to evolve since the discovery of social media influencers becoming a significantly successful tool.
Slovenia is green, Slovenia acts green, Slovenia promotes green.
Vancouver Island and CrowdRiff have been working together to discuss how to encourage more UGC as part of your social strategy.
Hoor Alkhaja, Associate Vice President at Dubai Tourism, joined us at #DTTTGlobal 2018. You can watch the full talk below:
Despite Finland's exceptional qualities, the country was once considered a rather niche destination within European tourism.
Dolomiti Paganella and Val Di Sole to talk about their experiences rebuilding their own Trentino-based DMOs from the bottom up.
Alice and Sophie share how they are responding to overcrowding in Paris, developing a content strategy to promote positive geographic spread.
Manuela Nicoletti, Director of Marketing at Ticino Turismo, speaks about the evolution of the destination brand we see today.
Meryl Le Feuvre from Visit Jersey talks about how the island has been pioneering its experience and product strategy.
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.
As the city tourist board, Ljubljana know about the best tours and packages that visitors will enjoy and is now moving towards commercialisation.
Over the last 4 years, the tourism board of Dolomiti Paganella has witnessed a complete restructuring.
As consumer behaviour evolves in a multi-touchpoint world, so too does our ability to engage audiences at each and every moment.
Overcrowding is something we are now all familiar with in the travel and tourism industry, be it directly or indirectly.
Hoor Alkhaja, Associate Vice President at Dubai Tourism, shared insights on Dubai's rebrand and its 360 marketing strategy targeting Chinese visitors.
In this talk, Jeremy shares essential know-how on steps to succeed in social and understanding what’s important in social media content strategies.
Tourism Australia talks about how they speak to millions daily via Tourism Australia's platforms to become the most-followed destination globally.
For three years, Sojern and Tourism New Zealand have partnered to create brand awareness and drive more people to this bucket-list destination.
Remote Design is a concept pioneered thanks to MURAL, taking the amazing benefits of Service Design into a remote digital environment.
The private sector has been championing data & tech for some time, with some great examples of product & service innovation arising from initiatives
Eindhoven365 has high ambitions and a passion for city marketing.
Eindhoven brought together a team from all different industries within the city to create a truly dynamic identity.
Learn how to create a powerful platform to put innovation at the heart of your destination's activities.
With so much to do and so little time, it is always a challenge to find the most suitable attractions, activities and routes within a destination.
Jean-Philippe currently has worked at Geneva Tourism for a number of year's where he's been progressively building up an impressive data dashboard.
We talked about Visit Sørlandet in the second section of the report about Centres of Excellence.
Learn, test, see what works and adapt what works - it’s not always as straightforward and it changes as it evolves.
Finavia thinks differently - it is all about the passenger’s total travelling experience.
Puerto Rico talk about how the newly formed DMO is welcoming visitors back to the island of Puerto Rico, and not only for its beautiful beaches.
The cooperation between Wonderful Copenhagen and Norwegian is based on new direct routes to Copenhagen opening up from the United States.
This case study shows how VisitOSLO created a great alliance in the occasion of the XGames.
The campaign comprised of two people, the so called ‘remote controlled tourists’ (RCTs), who explored the city of Melbourne for 8 hours a day
Stockholm Sounds centred around the theme of music and is aimed at introducing both famous and rather unknown insider spots within the city.
Today's travellers are busy, distracted and yet more informed about the places they want to go than ever before thanks to social media.
Vancouver Island and CrowdRiff joined us to discuss how to encourage more UGC as part of your social strategy.
A discussion on the challenges of communicating a largely intangible product by successfully bridging the gap through emotive storytelling.
Contiki, the world's leading youth travel company have been working hard to stay on point when it comes to engaging with the millennial audience.
AirBnB had done projects previously taking unique locations and making them bookable for once in a lifetime experiences.
Dubai is the 4th most visited city worldwide, but like others, each destination deals with different challenges and barriers.
Sojern talks about the current hot topic of 'programmatic advertising', explaining what it is and how this differs to conventional 'real time bidding'
Helsinki's geographic location is a huge strategic advantage, providing the shortest route between Europe and Asia.
Fjord Norge AS/Fjord Norway is marketing the region as an adventure travel destination, developing competitive areas.
Visit Finland partnered with Travel Audience for a pilot campaign targeting the niche German market.
Visit Denmark created 'Under the Hood' to ensure their team was ready for a content driven marketing approach.
Fabian Reichle from Switzerland Tourism shares some key learnings from starting out with influencers years ago to now.
We hosted a panel with a few destinations and travel companies to discuss their different experiences and strategies with the Asian market.
Visit Finland share insights with the rest of the DMO community about the approach they were taking in creating a seamless brand experience.
Eindhoven is a city which has taken a different turn in its overall business strategy as a DMO and more concretely in how that play out in activities.
Eindhoven365 is the organisation responsible for city marketing that has the complex task of ensuring visitors worldwide get to know the city.
The 'Explore Denmark' campaign was introduced in 2014 to market Denmark's city break destinations across all markets.
Due to the growing expectations and needs of city travellers, cities have to deliver and offer an authentic experience.
Remaining true to the core values of your brand and recalling them continuously with content throughout the visitor journey is not easy.
Focuses and values have shifted from commercial to community, from destination to ‘localhood’, from tourism as a goal to tourism as a tool to develop.
The recent promotional successes of San Francisco Travel, the official DMO of the city, demonstrate that the city’s shared values can be powerful.
Oslo’s storytelling is based on the values that portray the city as a very inclusive place where pride is celebrated.
With competition growing among destinations, Helsinki needed to set itself apart from other Nordic Capitals with a rather understated strategy.
We provide three examples of DMOs who we think successfully became ‘glass box brands’ and redefined their role as DxO.
Les Îles de la Madeleine is working extensively with Design Thinking techniques helping the destination to create projects and promote tourism.
The case study discussed the impact of the 'Stopover Buddy' initiative by Icelandair on the brand, organisation, and overall growth of the airline.
The case study discusses the digital marketing strategy of Lapland to attract foreign tourists from selected target markets.
South Africa’s digital strategy mainly focuses on four key areas in terms of what the National Tourist Board is working on.
This case study shares the insights from the strategy of Visit California for creating valuable content.
The way visitors choose destinations is shifting from search results to conversations with AI assistants and autonomous agents on their behalf.
Strong SEO performance no longer translates into presence in AI answers, which means that destination content strategies need to evolve.
Governance often becomes the thing teams try to circumvent. Reframing to be an enabler, it becomes the structure that lets skills and data work.
The pace of AI adoption has dominated boardroom conversations across the tourism sector for two years.
The Canadian Tourism Data Collective uses AI and 230+ datasets to unify industry insights, driving smarter, more equitable growth across Canada.
Antonio Sánchez from Visit Benidorm, posed a thought-provoking question: “Does AI kill authenticity in destination marketing?”
Tourism stands at the threshold of a fundamental paradigm shift that extends far beyond the incremental innovations of recent digital transformations.
Jamie Claudio and Andrew Wilson share how their partnership represents one of the most advanced implementations of conversational AI in tourism.
Atout France's deployment of AI exemplifies how DMOs are strategically leveraging AI through data and curated content strategies.
The tourism playbook, carefully refined over decades of practice, is being fundamentally rewritten by the emergence of AI and its capabilities.
AI is rapidly changing the destination marketing landscape, offering opportunities to enhance efficiency and personalise visitor experiences.
While many countries are associated with stereotypical images, a long-term brand strategy must move beyond them to broaden a country's appeal.
The emergence of AI is reshaping the business landscape, presenting both significant opportunities and implementation challenges.
Ensuring digital accessibility, ethical AI implementation and considering sustainability implications are the keys to implementing new technologies.
Destination brands are bigger than one organisation, requiring teamwork with industry partners to ensure continuous visibility across all channels.
The travel industry is undergoing a digital revolution. Artificial intelligence (AI) is transforming the way we plan and experience journeys.
Milan Malpensa Airport's "Nice to MEET you" uses AI art to transform airport walls into a celebration of Milan's literature.
Kevin explores how Artificial Intelligence is transforming the travel industry, making the experience more efficient, personalised and enjoyable.
AI tools enhance creativity and streamline marketing workflows. Visit Benidorm shared tips to succeed in leveraging this tech for content production.
NewcastleGateshead Initiative showcased how it is leveraging TikTok and Artificial Intelligence to reach younger travellers (Gen Z) and boost tourism.
The conversation swirled around generative AI's transformative potential for tourism, from personalised travel itineraries to immersive virtual tours.
In this roundtable participants discussed how DMO strategies have shifted significantly over the past five years.
In an era of digital transformation, the Visit Norway website holds immense significance in shaping the country's tourism landscape.
In a world where the tourism industry faces numerous challenges, Visit Norway stands as a beacon of innovation and responsible travel.
#UnArtificialArt is an exciting new initiative created by DTTT Member, Vienna Tourist Board.
The Austrian National Tourist Office delved into the insights gained from building a platform-based ecosystem for data-driven applications.
Skyscanner reveals the key trends that are influencing travel decisions and shares practical guidance for destinations to refine their strategies.
Ticino Turismo worked with the Pantone Institute to develop a range of colour schemes that represent the destination's touristic assets.
Chiara Loos shares how Helsinki built a brand centred upon the My Helsinki platform and bold and diverse marketing campaigns.
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.
Visit Jersey has recently gone through a significant digital transformation with the redesign of their website.
Florian began by explaining that AI for computers is similar to a child learning a new language and speaking.
Tiago and Sveinn joined us to discuss their views on digitalisation and Artificial Intelligence frameworks, connecting and understanding travellers.
These three unique partners came together to think about how they could create a seamless experience driven by big data, AI and innovation.
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.
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.
Switzerland Tourism created a fantastic example of a destination website that has been thoughtfully crafted to create something completely immersive.
Recent developments in AI and Machine Learning show us where technology is heading at both consumer and enterprise level.
BC’s Tourism Climate Resiliency Initiative unites government, DMOs and Indigenous partners to help tourism businesses adapt.
How can destinations leverage granular urban data to create more inclusive, accessible and individually meaningful visitor experiences?
By using in-depth data analysis, marketers can gain better insights to enhance their understanding of audience behaviours.
Data spaces are emerging as a critical component of the digital economy, facilitating the secure and efficient sharing of data across organisations.
Discover how Visit Düsseldorf use data and content to personalise visitor experiences and turn events into catalysts for accessibility improvements.
MarketingOost shares its data management strategy and the process of developing new social and environmental impact indicators.
Ave Pill and Küllike Tint talk about the Estonian Tourist Board's Service Design Masterclass and how it helps businesses, such as Guidio.
Kaisa Kosonen shared Visit Finland's approach to destination transformation, focused on digitalisation, data management and sustainability.
YouGov's data is all about having connected data that allows marketers to explore, plan, activate and track.
Lottie starts out by explaining that working in the sexy and innovative realm of voice marketing has been a journey, not a sprint.
In this session, Rajneesh and Ondrej provided us with insights on the technology, its prospects and its advantages.
We were joined by Tiago Relvão, from GTS Altitude, to explore how destinations can make use of data to be much more competitively positioned.
Hannah Babineau and Stefan Marchioro presented their collaborative project that leverages data for establishing data-driven strategies.
Tarek delivered a profound talk about employing environmental and meteorological data to support sustainable tourism strategies.
Maksim delivered an inspiring talk on peer-to-peer travel distribution networks, a notable move towards decentralising the travel Market.
Mathieu Daubon, Laurent Botti and Pierre Bouton joined us at X. Festival 2021 to discuss the PilOT project.
Cici, Alexandra and Marco joined us at X. Festival to discuss leveraging data on an urban scale for attracting investment.
Ellen and Guido joined X. Festival 2021 to discuss a recently launched data hub for tourism in the Netherlands.
In the previous article, we talked about how destinations can transform their experience offerings through digitisations.
Europeans will be among the first to travel internationally within regional 'bubbles', as destinations slowly reopen to international travel.
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.
With clear data and partner insights collected with a campaign, Jordan targets its key markets and reposition the destination.
The number one question that arrives at Google is what the trends are and what is happening.
Ashish gives us an insight into how Pinterest trends have been affected by the pandemic.
The world's travel and tourism industry reached near-complete shutdown this year.
Luca starts by explaining that if travellers are changing their behaviour, as a hotel, business or DMO, you need to change your strategy yourself.
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.
Olivier starts by talking about the governments' expectations to use 'tools' to manage, activate and restrict travel as the virus changes and evolves.
Lynette Pang opens by explaining that Singapore is all about passion made possible, the brand's strapline.
He is renowned in the industry for having helped Portugal's National Tourism Organisation to apply innovation and adopt a data-driven approach.
Bogotá Tourism is a great example of a successful collaboration between various tourism players working towards a bigger project of changing the city.
Geneva Tourism strategy has a strong data-driven foundation utilising visitor insights & content engagement to optimise key objectives & performance.
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'.
Glenn talks about the Thompson Okanagan Region which comprises 90 communities and attracts 5 million visitors per year, employing 35,000 people.
We will connect with millennials, who will tell us about their travel plans and aspirations for 2020.
Inspirock will share proprietary data from our consumer homepage where over 25 million travelers plan trips to over 80,000 destinations.
How Visit Slovenia used itinerary creation and an engaging, personalised experience to encourage Slovenians to travel domestically this summer.
Learn how to attract more visitors by leveraging, improving and exploring new horizons for you destination.
In this episode you will learn how to combine different data sets to optimise your strategy and maximise marketing campaigns potential.
Millennials are taking over the travel scene, as it has been recognised they make travelling a priority more than their previous generations.
Discover how to estimate the total potential of your destination and learn how the demand to your destination relates to the actual air traffic.
Do you really know your customers' preferences?
How Visit Colorado Springs has their trip planner, and the data that comes from it.
In this episode we will discuss how to turn big data into actionable insights and make them a key for informed and timely decisions.
Today's scenario and tomorrow's outlook.
Tourespaña focuses on a digital strategy that strongly relies on data to both source important information and engages with tourists.
Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers.
The #DTTT were keen to welcome even more new faces and perspectives to our much anticipated second travel industry impact call.
At the #DTTT, we are bringing people together across the industry to help steer them through the crisis.
Find out how the DMO's is working to enhance the visitor experience with a Data-Driven apporach.
For this talk, we were joined by an interesting line-up of panellists discussing how data can help to create smart digital-first destinations.
The "Dark Sky Terschelling" campaign boosted off-season tourism by using its star-filled skies to drive sustainable growth and local economic impact.
The campaign represents how destinations can build lasting relationships with Gen Alpha whilst advancing sustainability objectives.
Ayers Rock Resort combines Indigenous culture with sustainability at Uluru, featuring innovative drone storytelling and eco-certified tourism.
Nyrups Naturhotell have integrated sustainable measures into multiple areas of the glamping experience they provide to improve visitor experiences.
The Quiet Site, a sustainable tourism pioneer, has demonstrated how to successfully operate a holiday park while minimising environmental impact.
Tina acknowledged the potential of AI to enhance personalisation but said the human touch of curation and personal recommendations will remain vital.
This panel discussion explored how local communities and visitors can become the architects of a destination's destiny by using co-design processes.
Marketing Greece, outlined innovative strategies to enhance the image and reputation of Greece through the repositioning and promotion of the country.
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.
In this case study, we will discuss the steps hospitality businesses can take to become more sustainable.
The Dark Sky Reserve Alqueva was the first to be recognised as a "Starlight Tourism Destination", with a focus on sustainability and innovation.
The Estonian and Finnish Forestry Management Organisations teamed up to promote hiking tourism routes, through storytelling and a simple website.
The Swisstainable Veggie Day promoted Swiss cuisine and encouraged chefs to source local produce and better serve the needs of vegetarian travellers
'Here is SG' represents Singapore's tourism strategy and it has increased brand preference for the Passion Made Possible (PMP) Brand.
To succeed in such a competitive environment as digital, it is critical to remain true and at the same time be excellent when executing.
What is remarkable is the way the restaurants appeal not only to vegans but to everyone who likes good food.
The speakers agree that destinations still don't see the value in destination certification.
NEOM will be more than a destination - people will live there. Their vision is to create a destination that is net-positive.
As startups, working to achieve the SDGs is truly something that they recognise is a direction they have to work towards.
The co-lab initiative can become a clear catalyst for change, but it will never be a model that can be replicated everywhere.
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.
Understand what sits at the heart of the success of these three impressive women.
Adriana and Olivér joined us for a fireside chat sharing their perspectives on circular destination experiences and sustainability initiatives.
Carolina, the DMO Coordinator at Azores Regional Government, delivered the first DMO talk at X Design Week on the topic of sustainable tourism.
In this keynote, Katrine Mosfjeld, from Visit Norway, guided us through how we can translate our sustainable strategy into digital.
In this session, Eva Stewart, from YouGov, and Stephanie Boyle, from Skyscanner, provided us with an overview of emerging traveller behaviour.
In this session, together with Julie Benisty, from Bordeaux Tourism, we discovered digital tools to support a sustainable strategy.
Want to relive the excitement of Sustainability & Stewardship? You can rewatch days 5 and 6.
Peter joined X. Festival to talk to us about sustainable events, which he describes as being better for the planet and for your business.
In this panel, led by Scott, we discussed the development of authentic experiences with Arica, Heather and Serena.
In this session, Eric Schütz, from GIZ, and Jost Neumann, from TUI Care Foundation, presented market-based solutions to create impact.
JoAnna joined X. Festival to provide a keynote on the tourism trifecta, composed of sustainability, storytelling and social impact.
Helena presented the Swisstainable initiative, which encourages visitors to experience Switzerland more responsively.
Julia introduced us to the objectives of WTTC as an organisation who is leading the tourism industry towards a more innovative and sustainable future.
In this keynote, we explored TUI's commitment to driving the industry toward a more sustainable future with Melvin Mak.
Carla helped us explore sustainable destination management and how it can be used as a catalyst for development.
Birthe led a workshop on how DMOs will look like in the year 2050, a session developed around the United Nations Sustainable Development Goals.
Jorge helped us understand a little bit more about biodiversity, its importance, how we can think about it and where it correlates with tourism.
This panel focused on the Eco-Lighthouse Foundation Certification used for enterpirses seeking to document their environmental efforts.
Tasha discussed Contiki's 2025 sustainability strategy and their plans to be carbon neutral from 1st January 2022.
Paviljon EXPANO was constructed in Milan in 2015 with the vision of complete reconstruction.
Christian Møller-Holst, CEO and founder of Goodwings, joined us at X. Festival to deliver the final keynote for ‘Emerging Trends’.
Future Lab was launched to develop a balanced vision for tourism development in the Trentino region that considers both visitors and residents.
The talk discusses the holistic approach of Visit Greenland that includes building closer working relationships with everyone involved.
Isabel interviews Damcho with many curious questions about the state of Bhutan during the COVID-19 global crisis.
Currently, Jason and his team at the DMO work under a marketing strategy focusing on nature, culture and food.
Ambrose's father founded ASI Reisen in 1963 with a clear mission statement: to open people's heart and mind to nature.
Helsinki Marketing has focused on their internal advisory work, with a key theme for this year being 'self-leadership'.
Throughout the pandemic, there has still been space for progress and innovation.
Firstly, to understand the role of GSTC Standards it is important to understand the four pillars upon which these standards are based.
Natalia introduces the talk by sharing that if we work together on 5 priorities, we can successfully change tourism into a more sustainable sector.
Benoit gives you a glimpse at the amazing experience this unique setting creates to foster innovation and help support sustainable tourism at thecamp.
Hege starts by explaining that what started as an extra has now become the primary driver of sustainable development.
The travel industry accounts for one in 10 jobs globally, making it one of the world’s most influential economies.
The case study explores how Puerto Rico managed a crisis and rebuilt the brand, giving visitors a reason to return.
Val di Sole developed a sustainable mobility project that involved all the stakeholders of the destination to solve the challenge of overtourism.
The St. Gallen Model for Destination Management (SGDM) brings a fresh perspective with no boundaries for destinations.
The team at the UNWTO innovation program talk us through some of their startup businesses with their respective founders.
In this session, we are looking forward to 2021, with a sense of optimism that governments and industry will come together.
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.
This session is all about purposeful marketing, asking the question "can destination stewardship become a key driving force behind the brand?".
What is Tomorrow's Air and why is it important for the travel industry?
Edmund noticed a common theme from everyone during the pandemic, the reframing of it as an opportunity.
Jeremy starts by explaining that what we are experiencing now is a once-in-a-lifetime opportunity to build back better.
Digital transformation can help organizations reduce their environmental impact—and deliver better business results.
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.
Chuffed Gifts is an example of how tourism businesses can untapped the potential of the domestic market by applying innovation, and entrepreneurship.
How have the Nordic countries responded to the crisis? We have seen different approaches throughout the Nordic region and wanted to find out more.
How can international tourism destinations start the recovery? What concrete actions can be taken?
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.
How can destinations adapt to attract the domestic market and restart tourism?
Sustainability is a key issue for the industry as it prepares for recovery.
As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago.
Kiwi Welcome is a sustainable travel start-up that aimed to incentivise visitors to have more purpose-driven travel & contribution to the community.
Haeckles promote a more sustainable cosmetic industry but also aims to raise awareness about the natural wealth of the local environment.
Situated on the rugged and unspoiled shores of Fogo Island, an award-winning inn that follows the purpose of a thriving community & sustainability.
Businesses adapt to the circular economy and its practices, from how to design and manufacture products to their function for customers.
Byway is the world’s first operator for flight-free holidays, aiming to popularise the emerging trend of slow travel.
Sleeper trains or Night trains: A more sustainable way to experience low-impact travel
How Sovena resort became one of the leading sustainable resort chains in the world.
We interviewed Charel, to learn about how the Netherlands manage, develop and market their destination.
For Visit Valsugana, sustainability is a very important issue but initially, the DMO needed to find a way to effectively manage and develop it.
The discussion focused on brand, digital, content and key learnings of the process.
Visit Finland is taking leadership on sustainability on a national level, enabling an entire country to move towards its sustainability goals.
Visit Faroe Islands has been widely cited within the industry as a destination who is leading the way with bold marketing campaigns.
Visit Austurland has been developing its story through co-creation and a strong community-based approach.
In Helsinki, "66% of residents identified the climate crisis as their major concern when thinking about the future of the city."
Destination marketing has long operated on established assumptions about how travellers discover, evaluate and choose places to visit.
Destination marketing is shifting from vanity metrics to shared digital measurement that proves real impact, value and accountability.
Visit Faroe Islands built a compelling case for why slowing down might be the smartest strategic move a destination can make.
New research shows rural tourism can ease overtourism while driving resilient growth, income and year-round opportunity across Europe.
Visit Düsseldorf shows how destination brands grow stronger by amplifying authentic community stories, not creating them from scratch.
"Are we there yet?" The universal refrain of children on road trips worldwide takes on particular significance for Norway's tourism sector.
Visit Portugal uses emotional storytelling and creative metaphors to balance tourism growth across regions and attract high-value visitors.
The traditional destination marketing organisation, with its singular focus on attracting visitors, positions destinations through narrow lenses.
Travel Oregon’s Why Guides share local insight from tour experts to help travellers explore authentic experiences across the state’s diverse regions.
Reflecting destination-specific contexts, contrasting approaches and messages are needed to foster responsible practices and gain visitors' trust.
While many DMOs increasingly face the challenge of budgetary constraints, directing attention to a big idea can spark conversations.
A guest-centric approach is essential for any destination looking to build a long-term relationship with visitors.
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.
DCT Abu Dhabi's revitalisation strategy leverages cultural experiences to build a distinctive brand with a clear positioning.
The objective of this campaign was to showcase that despite the fragility of the region, visitors can still have authentic, high-quality experiences.
Visit Finland identified a unique opportunity to leverage Finland's distinct identity. Drawing on the country's renowned reputation for happiness.
This is Athens sets the tone for an authentic destination experience, utilising the power of locals to share their stories about the city.
MarketingOost used multimedia experiences to promote the heritage of the Hanseatic League through educational storytelling and inspire creativity.
Through persuasive storytelling in a diverse range of marketing campaigns, the Catalan Tourist Board has driven more responsible visitor behaviour.
The tourism industry is undergoing a dynamic shift, demanding closer collaboration between DMOs and travel brands like Skyscanner.
In this Roundtable, we discussed the major developments happening right now and how technology will define brand experiences in the coming years.
Google shed light on the science behind creating compelling content that truly resonates with its intended audiences.
Marketing Greece aim to promote lesser-known, off-the-beaten-path destinations within Greece, showcasing their attractions to a wider audience.
The tourism industry grapples with economic and political fluctuations and evolving traveller preferences, impacting DMOs' promotional endeavours.
Fáilte Ireland explore the approach to omni-channel marketing and how they produce connected, consistent and contextually relevant content.
In the dynamic world of travel and tourism, standing out from the crowd requires a bold approach to garnering top-of-funnel brand awareness.
Dinner on the Lake is a unique gastronomic experience in Belgium. Guests indulge in a six-course dinner while surrounded by idyllic views.
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.
Find Your Freedom is a well-designed strategic campaign, centred on an interactive travel adventure highlighting the beauty and culture of Cape Town.
The Netherlands Board of Tourism & Conventions show how the tourism sector can align and adapt its marketing efforts to reflect national branding.
Marriott International has added Instant Booking features for its MICE offering, simplifying the booking process and improving efficiency.
Journee Trips sends people on holiday to surprise destinations and they plan everything for the traveller - stress-free planning.
Celebrity Cruises has diversified its marketing approach and branched out into the metaverse to showcase the cruising sector to new audiences
MarketingOost recently developed an amazing domestic campaign around binge-watching.
Creativity is the most relevant determinant of ROI - it's key to understand how can destinations leverage creativity when creating their campaigns.
All agree that in a few years all destination websites will have different roles - even if all have made huge investments in these platforms.
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.
Communities can teach us a lot, taking time to learn from others whether it's the LGBTQI+ community or indigenous communities.
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".
Covid-19 is creating a make or break moment for destination marketing.
During this session, Anna and Gwynne, guided us through how we can reset traveler expectations through content marketing.
Claire Cadogan, from Fáilte Ireland, joined us for a keynote on how they have accelerated domestic tourism in Ireland.
Michael was interviewed by Nick during X. Festival where he talked us through his successful journey of leading the destination as the pandemic began.
Accelerate Your Recovery: 6 Digital Ad Trends to Know.
The key focus of this case study is how DMOs can partner with a robust strategy for success.
Visit California has spent fifteen years doing the same thing - maintaining the brand, being stewards of the brand.
Markus gives us a snapshot of Switzerland's tourism industry, with approximately every 6th guest being influenced by a wide array of social campaigns.
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.
How do you describe a place when you have no fixed address?
The Hague's Bloggers House has a unique approach to hosting bloggers: facilitating the best possible stay, & working with them to deliver content.
The case study discusses how San Diego's marketing activities have grown & evolved significantly over the last 10 years.
The case study discusses ProColombia's award-winning campaign ‘Colombia, Siente el Ritmo' & how music tourism can be a catalyst for destinations.
Helsinki Marketing has given itself as a destination a new purpose, adding value to the citywide development, helping Helsinki to thrive and innovate.
The case study discusses a campaign by LAAX, a ski resort in Switzerland that redefined the visitor experience in nature through technology.
At the #DTTT, we have followed the evolution of the Faroe Islands, which has been as unique as their campaigns.
As DMOs look for new ways to shift visitor behaviour, distribute footfall and reach younger audiences, game-based experiences are proving their value.
Using WebXR for browser-based XR experiences represents a shift towards accessible and scalable digital infrastructure.
The convergence of AR technology with location-based storytelling represents a pivotal moment in destination experience design.
The Museums in the Metaverse (MiM) project fundamentally reconceptualises how cultural institutions can leverage immersive technologies.
Fiona Mowat and Beth Daley share Europeana's strategic approach to digital storytelling, offering a blueprint for narrative frameworks.
The growing influence of Gen Alpha presents destinations with a challenge, driving a shift in how digital experiences are consumed and shared.
The transformation of North East England from industrial powerhouse to digital innovation hub is a strategic example of destination development.
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.
Lufthansa has turned to live auctioning technology to attempt upselling premium seating on their international flights.
Aertrip enabled Aerin - a personal travel assistant - which allows users to find the best flight deals with simple voice commands within seconds.
In this case study, we will explore the digital user experience on this website through different lenses - design, strategy and functionality.
Technology can play a key role in creating immersive experiences, by pushing people's senses to the limit.
Arts and culture have become digital and destinations must understand how these changes can be turned into opportunities to attract visitors.
Art has no borders - with digital, artwork becomes global. This turns art into a key element of destination marketing.
It is key to involve everyone in the process - share with everyone and spread smart tourism impact to neighbourhoods.
If we want to consider the wider shift in tourism, we need to look deeper into how people are travelling, living and working today.
Based on the book "Journey to Portugal" written by Saramago, the places described by Saramago, the landscapes and the communities, were revisited.
Features like workspace availability are critical so remote workers can continue to work whilst travelling.
Data Hub allows Finnish travel companies to register and add marketing content reallocated to their company, services and products.
Sweeply is not only trying to improve efficiency and productivity but also ensuring that this improvement finds its way back to service excellence.
Why is user experience (UX) important for destination websites? For Slovenia, the main aim of the website is awareness.
Helen Berg, CEO of the Smålands Turism, shares how they created this app and which were the main challenges during the development process.
Lucho explained their journey to become a smart destination with five pillars: Innovation, Technology, Sustainability, Governance and Accessibility.
Tim joined to discuss the rausgegangen.de platform, a website for people to find events and activities.
Daniel Ferrer, CEO of eXplorins joined us for a fireside chat on Tourism 4.0 and emerging digital solutions in tourism and travel.
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.
In this panel, together with Lottie and Prisca, we looked into Contiki's TikTok Challenge which was launched in partnership with NYC Tourist Board.
During his talk, Daði, from Business Iceland, presented two of their campaigns to us to show us how they maintain their digital competitiveness.
During his keynote, Laurie, guided us through how local ambassadors and influencers can help us tell our brand story.
In this short keynote, Ashish Arya, from Pinterest, guided us through how brands can inspire the return to travel.
Iva Kutle Škrlec, Global Director of Destination Marketing at Google, delivered a keynote on ‘Exploring Global Trends with Google’.
Scott joined us at X. Festival to talk about strategies behind destination development and creating authentic experiences in Oregon.
Want to relive the excitement of Digitalisation & Competitiveness? You can rewatch days 3 and 4.
Paul Mockler presented the audience with a comprehensive report on the ‘Digital that Delivers’ strategy.
Pete Comeau, The Managing Director at PhocusWright, during his talk ‘Shifts in Digital Behaviour’, discussed the travel market post-pandemic.
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.
Museums and galleries are no longer just a collection of artefacts.
Immersive technologies are an extensive range that lie within the Reality-Virtuality spectrum.
Want to relive the excitement of Leaders of Digital? You can rewatch days 9 and 10.
Laurie gives us an inspirational, breathtaking look at Newfoundland and Labrador through this short retrospective film.
Dominique reveals that during the pandemic, there has been a 2.5x increase in engagement through social media platforms.
Turespaña has one of the oldest dedicated DMO websites in the industry, first published in 2000.
Kim takes you through this Touch Video Academy workshop on how to tell authentic stories with high quality, at a low cost.
Hundreds of thousands of micro, small and medium-sized enterprises woven together creating incredible, lasting experiences, is what makes tourism.
Starting with a positive note, how has the industry been responding to the huge challenges faced at this current moment in time?
Lotta hands us over to Helén Gostaffson, one of 4 consultants from the business counselling team.
Adam opens by explaining that right at this moment in time, we are seeing the light at the end of the tunnel.
How can the travel industry take the global crisis as an opportunity to accelerate innovation?
Maria talks us through Google's initiatives to support the tourism sector.
Crowdfunding is understood as sponsorship or donation-based crowdfunding; there are many available such as GoFundMe.
The Autentico Aruba Culinary Festival unified the island’s food scene, using strategic partnerships and heritage to build a global destination brand.
Iceland shows how integrated branding and creative marketing can shape demand, reduce seasonality and drive value across sectors.
The adoption of "Saaristo" as the brand name demonstrates how successful destination brands emerge from genuine cultural usage rather than influences.
The VisitLuxembourg App is a practical tool for building stronger relationships with tourists and encouraging repeat visits.
To achieve sustainability, Rhodes requires a detailed transition mechanism, tackling challenges head-on with a multi-pronged approach.
Miguel Angel Pérez, from Visit Valencia, presented how a branding and communication story can be successfully developed and transmitted.
The case study discusses the DMO journey of Dolomiti Paganella with the application of the St. Gallen Model for Destination Management.
In 2018, Ticino Turismo embarked on a great innovation journey that led them to a complete rebranding after 36 years.
Shangri-La focuses on family bonding experience to achieve a higher level of customer service and hospitality.
Cuvée Privée - How a business can scale revenue & boost customer loyalty by leveraging innovation & applying creativity to a subscription-based model.
Marketing Campaign by Greek National Tourism Organisation with Aegean Airlines and Sojern
Understanding who you want to attract and why they travel is essential to developing campaigns that resonate authentically, rather than superficially