DMO Stories

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 Offices joined us at #DTTTGlobal to share its vision of the future of travel and to explain how DMO's are a crucial part of the strategy. 

Rather than working in silos, the destination embarked on a collaborative project that involved regrouping as a destination to pool thoughts and practices to ensure the best customer journey and optimise resources to improve performance. This is e-Breizh Connexion : a collaborative approach gathering more than 200 people representing about 100 organisations. 

The initiative provides an action plan that all Breton stakeholders share and implement to achieve the shared objectives set. This is complemented by a prospective vision of the decentralised web to restore the power to the DMOs and regain control of the valuable data needed to optimise the visitor experience as much as possible.

We caught up with Pierre Bouton, Director at The Federation of Breton Tourist Offices for a quick Q&A about the initiative. 



Digitalisation is the crucial part of your strategy — can you give us a brief overview of this?

EBreizh Connection's ambition is to define the outlines of a digital device throughout Brittany that is relevant to the visitor during all phases of his stay. It encourages consumption and allows all stakeholders' tourism to work together to offer a coherent and convincing tourism offer while rationalizing human and financial resources.

For more information, you can have a look at EBreizh Connection here.

How many DMO's are part of the OTB?

The Federation of Tourist Offices in Brittany has 61 members today. All tourist offices in Brittany are members of OTB.

How did you go about onboarding all the DMOs?

OTB is a network of tourist offices and a territorial relay that offers several services. At the initiative of the Brittany region, in partnership with the Regional Tourism Committee of Brittany and tourist offices, we wanted to implement a coordinated and collaborative tourism policy to meet the challenges of digital. 

Through its services, which are the training, the quality, the animations by days and collaborative workshops, the actions towards the sustainable tourism, the Brand “Tourisme et Handicap,” the qualification of the accommodation, surveys, insights and business intelligence.

Were there initial challenges?

A fundamental transformation for Brittany's tourist offices. The profound change of uses and user expectations, driven by digital technology, which requires an intelligent evolution of the trades to be able to meet them.

A dense ecosystem with multiple initiatives, which moves quickly, driven by Digital Leaders who preempt parts of the market and question the legitimacy of institutional players. A legal and regulatory framework that directs the action of the actors towards more performance through a convergence of actors and a higher public-private mix.

What are the most significant benefits?

  • The challenges of the EBreizh Connection project:
  • The setting up of a unique digital device for the valorization of the Brittany territory which would propose:
  • A smooth and continuous experience to the users in their time travel (before, during and after the stay) and places,
  •  To bring the tripartite relationship where the user becomes an actor (contribution, contents, communities)
  • Encourage consumption and allow the marketing of offers,
  • To integrate the collaboration as well as a coherence between the actors, of the setting in tourism of the territory considering the needs, the activities and the offers of each one (shared approach),
  • Federate human and financial resources to be stronger and more efficient against the giants of the web (digital leaders),
  • Build a solution to integrate future partners and evolve technically.


👉 #DTTT Members can watch the full talk of the OTB at #DTTTGlobal here.


More from #DTTT

  • In June we present:
    New Normal, Same Visitors
    How can destinations safely reopen to international visitors? What are the strategies behind the reopening and what's the role of DMOs? These are only few of the questions we asked to VisitJamaica, who told us how they successfully managed to keep the nation safe for both of international tourists and locals, developing effective protocols and solid [...]
  • In June we present:
    Staycation Storytelling with Visit Estonia – Weekly Tourism Impact Call: Week 13
    DTTT · Staycation Storytelling with Visit Estonia Where do destinations find inspiration for their campaigns during COVID-19? How do they convince people to travel again and engage with the local tourism sector? With the focus on recovery and the domestic restart, we have seen many different campaign approaches aimed at the domestic market. The latest [...]
    #domestic tourism #recovery #COVID-19 #visit-estonia #storytelling #strategy
  • In June we present:
    Why is Design Thinking so important in identifying solutions?

    We are in an unprecedented moment in the industry’s history, which must redefine itself. Businesses must pivot, but with a purpose, destinations must demonstrate leadership, value and co-design a new future for tourism. In today’s remote world, amidst the uncertainty, we will enable the industry to develop empathy and co-create impactful outcomes for the benefit […]

    #solutions #recovery #remote design thinking #DMOs #strategy #tourism
  • In June we present:
    Creating an Inspiring Staycation Campaign with Visit Greenland – Weekly Tourism Impact Call: Week 12
    DTTT · Creating an Inspiring Staycation Campaign with Visit Greenland With the staycation set to become the new travel trend as restrictions ease, how can destinations adapt to attract the domestic market and restart tourism? This is a key question for the industry which sees the staycation as a solution. The staycation is a movement [...]
    #Staycation #recovery #COVID-19 #strategy #tourism #Visit Greenland
  • In May we present:
    What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11
    DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]
    #recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
  • In May we present:
    Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10

    Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]

    #ecotourism #recovery #COVID-19 #sustainability #industry #tourism
Show more
© 2017 Digital Tourism Think Tank