Kaisa Kosonen, Digital Development Manager at Visit Finland, caught up with Nick Hall ahead of #DTTT Global to discuss the mission to become a Smart Destination by the end of 2020, and how Finland is already on route to achieving this after Helsinki recently won first place in the European Commission’s new European Capital of Smart Tourism 2019 competition.
This project, although not directly linked, has naturally progressed from StopOver Finland. The programme targeting International travellers who are travelling via Finland, particularly from Asia, encouraging them to make the most of Finland on their stopover. Whether that is for 24 hours or 5 days, there is something to cater to every individual traveller.
Following StopOver Finland, Visit Finland discovered that there were so many great Finnish travel companies and experiences that were not available online, a fundamental need in today’s market. By collaborating with partners such as Finnair, and investing in existing technologies and platforms, Visit Finland has now embarked on getting the whole industry onboard with digital not only for today’s consumers but also for future consumers. This involved formulating an actionable roadmap to start, focusing on 3 main areas that could be tackled straight away; Data, Online inventory and Education.
Collecting and sharing customer data between DMOs and travel companies is a fundamental element to the strategy, across every stage of the process. This is to ensure travellers have all the relevant information when they are actively searching and booking, to getting inspiration from DMOs while they are visiting, to sharing their experiences across social platforms throughout and after their trip. This is also key when it comes to product development that responds to travelling trends and ever-changing consumer behaviour.
As a result of the StopOver Finland programme, the second priority is the need to ensure all the wonderful companies and experiences are firstly online bookable, but also suitable for FIT customers (fully independent travellers), there are currently many group products available. Not only is it essential to make these products online bookable, but also to integrate API’s across the most commonly used systems and platforms available to both global channels and local marketplaces.
Education & Collaboration
And finally, education and collaboration. Becoming a Smart Destination relies heavily on strong partnerships and getting different companies, regions and DMOs to work together. In addition to this, education is also important. Visit Finland will carry out co-creation workshops and pilots with groups of companies and DMOs, letting everyone know about the current status of digital, as well as the opportunities and challenges. Sharing the best learnings nationwide, both good and bad, to then scale and action across the industry.
This is is a keynote that isn’t to be missed! Find out more about DTTT Global and a whole host of brilliant speakers here, or if you are unable to make the event, sign up to our Launchpad for further insight and examples from Kaisa.
Sign up to the #DTTT Newsletter
Discussioncomments powered by Disqus
More from #DTTT
In January we present:Visit California – The Pivotal Brand Touchpoint
Visit California is a DMO that is really leading the way when it comes to leveraging the destination brand story, and has long been a destination that we here at the #DTTT consider to be a best practice when it comes to delivering compelling content, all year round. Visit California understands the importance of […]
In January we present:Digitising a Destination with Tourisme Bretagne
Today, the travel industry finds itself in an unprecedented position. The competition has never been so high and with the issue of sustainability rife within the industry and world as a whole, DMOs are striving to implement initiatives that support sustainable growth for the destination, tourists and all stakeholders involved. The Federation of Breton Tourist […]
In January we present:How Destination Canada evolved from a Destination Brand to a Passion Brand
For destination marketers today, the biggest challenge is to keep up with the speed of change and the ever-changing traveller. So how best to stand out from the competition? Is it through technology? Offers? Experiences? Brand? For Destination Canada, it was a change in strategy. A shift to focusing on transformational travel to respond to […]
In January we present:Always-on Marketing for the Chinese Traveller with Dubai Tourism
Dubai is the 4th most visited city in the world, welcoming 10.85 million international guests in 2019. In 2014, Dubai Tourism identified China as a huge opportunity market and set about developing a strategy to reach this highly sought after audience. Over the years, Chinese travellers are fast becoming, if not already, the world’s most […]
In December we present:#DTTTInsights: Predicting the Top Trends in 2020 in Destination MarketingAs we approach a new decade, we reflect on another year gone by, and start to think about what the next year has in store. We know the world of travel and digital is constantly changing so who knows what the new year may bring. One thing we do know for sure, the visitor economy [...]
In December we present:Inspiring Content Online & Offline with Aruba Tourism Authority
This year, Aruba Tourism Authority embarked on creating an inspirational travel brochure with an offline and online integration. The content has a user-generated feel to it, showing the many different things to do in Aruba from activities and beaches to culinary and culture. We caught up with Sharmin de Vries, PR-manager Netherlands & Belgium at […]