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

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

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

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

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.

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

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

'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.

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.

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

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

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

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

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

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

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.

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.

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

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

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

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

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.

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

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".

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

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

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

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

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

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

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

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.

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

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

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

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

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

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

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

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

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

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

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.

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

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

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

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

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.

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

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.

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

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.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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.

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

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

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

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

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

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

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