Opinions: 

DMO Stories

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.

Data Collection

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.

Online Inventory

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



 

Discussion

comments powered by Disqus

More from #DTTT

  • sustainable tourism - people sitting on a bench looking out over water
    In December we present:
    #DTTTGlobal Takeaways: Does being a Smart Destination go Beyond Technology?

    Does being a smart destination go beyond technology? What does it mean to be a smart destination? We were joined by the ‘European Capital of Smart Tourism 2019’ winners, Helsinki Marketing and OnlyLyon to share what it means to them to be a smart destination, striving for sustainable growth for the future, and the initiatives […]

  • In December we present:
    #DTTTGlobal: Key Takeaways

    As always, we have a host of stellar speakers from around the world joining us at #DTTTGlobal, and year after year we are so impressed with the valuable insights and knowledge shared on the most pressing topics in tourism today.

  • In December we present:
    #DTTTGlobal Takeaways: DMOs Applying Innovation

    What role does innovation play for today’s destinations and what does it mean to be truly innovative? Is it still possible in such a busy world and a world where consumers are becoming more and more demanding?

  • In December we present:
    #DTTTGlobal Takeaways: Technology and Data Trends

    Today, we dedicated a whole morning to technology and how it’s an important player in the tourism space.

  • In December we present:
    #DTTTGlobal Takeaways: Designing a Sustainable Future

    How can we design a sustainable future for tourism? It’s a significant question which may not have a straightforward answer or solution, however, we know its importance continues to rise and actions need to be taken.

  • In December we present:
    #DTTTGlobal Takeaways: DMO Digitalisation & Collaboration

    Throughout the year, across the many DMOs we have worked with and fantastic projects we have highlighted, it’s clear that digitalisation and collaboration are key drivers for future growth and ensuring the sustainability of a destination.

Show more
-->
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge