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, highlighting all the hard work that goes on behind how DMOs continue to work towards sustainable growth for the future.
Last year, the main takeaway was how sustainable travel is key, and how the role of the DMO continues to shift beyond destination marketing. Throughout 2019, we have seen a host of destinations developing strong strategies in innovation, sustainability and digital, some of which took to the stage in Espoo, Finland, to kindly share some fantastic insights and examples of work with the #DTTT Community.
There are so many great insights to share, but here is a quick recap of some key takeaways from the last two days.
The main takeaways from #DTTT Global 2019:
hover or click on the image to reveal the takeaway...
Finland has taught us that silence is beautiful.
Finns believe that if you want to create new things and come up with new ideas, you have to empty your mind which for Finns, is only possible in nature. Find your place of peace, it doesn't necessarily need to be outside, but somewhere you can empty your mind and create space for new ideas.
Sustainability is rooted in the hearts of consumers.
Sustainability is deeply rooted in the hearts and minds of our future consumer who will increasingly seek positive value over mindless consumption. Consumers expect to have conscious experiences, expect to be inspired and expect brands to stand up for something. According to Facebook, purposeful marketing is becoming more and more important and says when thinking about how to best position yourself, ask yourself - 1. Are we promoting authentic experiences? 2. Are we working with the right influencers? 3. Are we taking a stance on a social issue and are we communicating it clearly?
Technology is the means to understand the visitors.
Technology is enabling behavioural shifts and a deeper understanding of visitors, and how to successfully reach 'the right kind of visitor'. From buses, bots and voice assistants, to personalised communications, technology is instrumental in improving the customer experience. In the past, these technological advances would be described as 'disruptive'. Today, voice assistants and personalised marketing are no longer considered disruptive as it is part of our daily lives now, however, technology is still highly influential nevertheless.
Digital accessibility should be at the heart of website design.
Digital accessibility should be at the heart of the design process and machine intelligence is fundamental to our marketing future. For MySwitzerland, one of the most important considerations when developing the new site was ensuring it was accessible to everyone. This included accessibility for different segments such as the Chinese audience, the less tech-savvy, handling multiple languages, colouring for colour blind people and blind people who can use screen readers.
Collaboration is the biggest driver for sustainable growth.
Collaboration is the biggest driver for sustainable growth and the 'local-first approach' is more prominent than ever. Tourism concerns everyone in a destination, so in order to ensure this is a positive experience for everyone, it's important to pool resources, work together and strive to achieve a common goal. You can't be truly sustainable without the connection of all parties.
You must have a clear strategy in place.
It is important to have a clear strategy in place, and it is also important to remember that it is a living process that can and should be changed and adapted whenever needed. This is also why it's fundamental to have all stakeholders on board and to ensure open communication at all times.
Short-form content makes way for long-form immersive.
While the discussion of Smart destinations, Sustainability and Innovation mainly dominated the topic of conversation, content is still as important as ever. Short-form content makes way for long-form immersive. Brand USA showed how to achieve deep brand engagement. Music, film, tv and now on-demand can offer huge digital storytelling potential. While there is still a need for aspirational and compelling content, it is important to make sure it is also educative, practical and authentic. Demonstrate that you understand what is going on in the world, take a stand on the issues you care about and most of all, communicate this to your audience. As mentioned earlier, Facebook highlighted how consumers expect brands to stand up for something and there has been a huge shift away from the inauthentic, 'Insta-perfect' images to the #NoFilter movement. If your destination says it is doing X, Y and Z towards sustainability, consumers today want to see it to believe.
You can also check out the key takeaways from each section of the programme:
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