Wow, this year’s #DTTTGlobal has gone above and beyond our expectations! Such an inspiring two days, packed full with valuable insights and knowledge from some truly dynamic DMOs who joined us from around the world (and of course some authentic Finnish sauna time in between!). It’s so great to see destinations developing and evolving their strategies in line with the ever-changing world of travel, and we are excited to see what’s next. Disruptors, game-changers and pioneers of the destination marketing space - firstly, thank you to every speaker who joined us and shared your learnings, ideas and strategies. Secondly, thank you to everyone who joined - we hope you found it useful, inspiring and as Laura Aalto, CEO of Helsinki Marketing, opened with, take something away with you and “rethink the idea of growth in your destination”.
There are so many great insights to share, but here is a quick recap of some key takeaways from the last two days.
1. The world is changing and DMOs need to change with it
The way people are travelling is changing continuously in terms of what they want to experience, where they want to go, how they plan their trips and how they engage with destinations. With this in mind, it's crucial for destinations to stay aware and keep one step ahead of the game. As Hoor Alkhaja from Dubai Tourism advised, continue to try new things as part of your strategy and always be open to work in different ways to adapt to an ever-changing marketplace.
2. Digital, digital, digital
Every destination across the board has mentioned the commonality of the digital ecosystem. We live in a fully digital world now which means everything we do needs to be digital not only to communicate the brand and promote what the destination has to offer, but to also maximise the customer experience by making the journey as seamless as possible. For example, the need to ensure all your fantastic experiences and attractions communicated through your digital platforms are bookable and doable.
3. Sustainable travel is key
Here at the #DTTT, we are delighted to see that sustainable travel is another common theme running at the forefront of the conversations and presentations we have seen the past 2 days. While every destination would like to achieve growth, the key is achieving this growth in the most sustainable way that aligns with brand values as well as to the interests of the culture, people, and nature of your destination. When it comes to this, Visit Greenland are true advocates of this, saying that "growth is not the enemy, it is how we manage that growth that counts".
Collaboration, partnerships and stakeholder engagement is essential in ensuring you can deliver the best possible customer experience to visitors. Traditionally, most companies involved in the travel space operated in silos, whereas now we are seeing really strong collaboration across the board, with the customer journey at the very core of this. Whether that is collaboration with airlines, locals or the whole entire city! Eindhoven shared their dynamic, all-inclusive strategy, where they created one, open-source brand meaning the brand logo was available and free to use and adapt by anyone in town!
5. Open Data
The importance of utilising data is essential and another key strand to today's digital strategy is open data. Open data gathers thousands of different datasets from different areas within the destination which can then be distributed freely across the board. The value of open data is considerable, completing the whole customer journey for the best visitor experience. Helsinki is an advocate and world leader in open data, providing the MyHelsinki Data API to all stakeholders as part of their open-data strategy.
Once again, thank you everyone for joining us at #DTTTGlobal in Helsinki this year, there is more to come and the full video from each speaker will be available soon on our Launchpad. We hope you enjoyed the event and we will hopefully see you next year! Stay tuned for details on #DTTTGlobal 2019
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