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

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.

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

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

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

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

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

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

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.

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

"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.

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

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

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

Establishing a strategic framework for leveraging films as a catalyst for destination marketing.

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

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.

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

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

The convergence of cultural heritage and visitor experience design represents one of tourism's most promising frontiers for digital enablement.

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

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

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

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

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

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.

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

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.

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.

Short-term rentals have become a significant part of the global tourism landscape, requiring careful policy decisions to enable balanced growth.

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

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

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.

As technology continues to rapidly advance, travellers are increasingly demanding seamless, personalised and digitally enhanced experiences.

Finix Adventures, in Greece, use their environmental surroundings to offer guided tours that are sustainable and environmentally responsible.

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.

Cape Town's Limitless campaign makes tourism accessible for all with initiatives like a Pocket-Friendly Universal Access Guide and Braille signage.

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

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

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

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

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

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.

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

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

Launched in 2011 by the Athens Convention and Visitors Bureau, the programme began with a dedicated volunteer community offering free walking tours.

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.

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

Small adaptations make a massive difference to the overall visitor experience, opening up opportunities to travel for neurodiverse individuals.

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.

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.

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

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

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

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

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.

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.

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

The travel industry is showing strong signs of recovery following the pandemic. People are eager to reconnect and explore new destinations.

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

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

The Wild Escape is a project connecting schools with museums in the UK to teach the importance of biodiversity in a creative manner.

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

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

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

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

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

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.

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

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.