Spotlight on Destination Transformation at X. Design Week 2025
Destinations are harnessing digital innovation, AI and inclusive design to future-proof tourism, with initiatives like the North East’s Destination Development Partnership leading the way. By supporting skills development, small businesses and data-driven tools, tourism is driving regional transformation and sustainable growth.
As destinations across the UK explore new ways to strengthen their attractions, attention is turning to how innovation, accessibility and skills development can be embedded into long-term strategies. The North East’s Destination Development Partnership (DDP) pilot is one such initiative leading the way. Focused on improving skills, supporting business events and enhancing sustainability, the pilot is an example of the efforts required to future-proof a destination in a fast-evolving visitor economy.
Our recent live discussion brought together Ian Thomas MBE, Chief Operating Officer at Newcastle Gateshead Initiative, and Matt Gray, CEO of GIGCO, to explore the opportunities and challenges at the intersection of product innovation, digital-first experiences and technology adoption. From rethinking how destinations engage with visitors to navigating the constraints faced by small businesses, their perspectives shed light on what it means to create a destination that is both compelling and connected.
Creating impact in this space depends on building a strong marketplace, which reflects real visitor demand and gives local businesses the tools to respond. As the sector continues to evolve, there’s growing recognition of the need to connect digital capability with inclusive design, ensuring that technology enhances the experience without leaving anyone behind.
Positioning the North East as a Hub for Innovation and Collaboration
The Destination Development Partnership represents a strategic investment in the North East. It focuses on strengthening the visitor economy through skills development and innovation. Tourism is recognised not simply as a sector, but as a driving force in shaping the future of the region.
X. Design Week provides an opportunity to highlight this role. The event brings together creativity, digital design and forward-thinking approaches that align closely with the North East’s ambitions. It creates space for new ideas, collaboration and designing strategies on digital innovation and technology adoption that supports destination development and upskilling.
Newcastle stands at the centre of this approach. Known for its rich industrial heritage and growing innovation ecosystem, the city is well placed to connect tourism, culture and technology. Hosting X. Design Week 2025 reinforces its role as a meeting point for ideas and as a destination ready to lead on collaboration, creativity and experience design.
Empowering Small Businesses through Digital Transformation
Digital transformation improves operations, enhancing visibility, engagement and driving conversion. Yet, many small businesses struggle with awareness and integration of digital tools, often lacking the resources or knowledge to implement change. This is where Local Visitor Economy Partnerships (LVEPs) can step in with tailored support to empower businesses to build their digital presence and showcase their attractions.
By working closely with small businesses, LVEPs can support the development of destination-wide solutions that drive measurable results. In understanding local contexts and specific business challenges, LVEPs can help SMEs adopt the right tools and strategies to keep pace with an increasingly digital landscape. By bridging the gap between technology and business needs, LVEPs play a strong role in driving digital adoption and ensuring that small businesses can use these tools effectively to meet their goals.
Harnessing Technology and AI for Future Growth
The rapid pace of technological development presents both a challenge and an opportunity for the tourism sector. Leveraging advanced tools and AI solutions can support individuals in contributing to tasks even if they lack advanced expertise. With the right AI strategy, businesses can take an idea and transform it into a working prototype, advancing their products and services without needing in-depth technical expertise.
AI offers immense potential to streamline processes and enhance decision-making. By automating tasks such as data collection and research, AI can save valuable time, enabling businesses to focus on innovation and customer engagement. Data analysis has become more accessible, with AI transforming how destinations and businesses extract value from their data.
One of the most significant opportunities lies in the use of AI for predictive analytics. The ability to predict patterns, track performance and optimise experiences in real time allows tourism professionals to make informed decisions and stay ahead of the curve. By tapping into large datasets, businesses can gain insights into future trends and behaviours, helping them anticipate visitor needs and plan more effectively.
Key Takeaways:
As technology and innovation reshape the tourism landscape, destinations have a unique opportunity to integrate digital tools and data to drive growth. By embracing AI, improving accessibility and supporting small businesses, destinations can create more engaging and personalised experiences. With a focus on strategic partnerships and forward-thinking solutions, they can stay ahead of evolving visitor expectations and build a sustainable and connected visitor economy:
Innovation and Collaboration: Tourism is a catalyst for regional growth and transformation. By investing in innovation and skills through initiatives like the Destination Development Partnership, the North East is aligning tourism with long-term economic and social ambitions.
Supporting Small Business: Many small businesses face barriers in adopting digital tools. Tailored support through Local Visitor Economy Partnerships can close this gap, helping businesses gain visibility and convert engagement into impact. By designing strategies that meet the specific needs of SMEs, destinations can ensure that digital transformation is inclusive and measurable.
Driving Growth with AI: Emerging technologies offer powerful ways to accelerate innovation and improve decision-making across the tourism sector. From using AI to prototype new services to applying predictive analytics for visitor insights, technology helps businesses respond dynamically to changing demands.
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As destinations across the UK explore new ways to strengthen their attractions, attention is turning to how innovation, accessibility and skills development can be embedded into long-term strategies. The North East’s Destination Development Partnership (DDP) pilot is one such initiative leading the way. Focused on improving skills, supporting business events and enhancing sustainability, the pilot is an example of the efforts required to future-proof a destination in a fast-evolving visitor economy.
Our recent live discussion brought together Ian Thomas MBE, Chief Operating Officer at Newcastle Gateshead Initiative, and Matt Gray, CEO of GIGCO, to explore the opportunities and challenges at the intersection of product innovation, digital-first experiences and technology adoption. From rethinking how destinations engage with visitors to navigating the constraints faced by small businesses, their perspectives shed light on what it means to create a destination that is both compelling and connected.
Creating impact in this space depends on building a strong marketplace, which reflects real visitor demand and gives local businesses the tools to respond. As the sector continues to evolve, there’s growing recognition of the need to connect digital capability with inclusive design, ensuring that technology enhances the experience without leaving anyone behind.
Positioning the North East as a Hub for Innovation and Collaboration
The Destination Development Partnership represents a strategic investment in the North East. It focuses on strengthening the visitor economy through skills development and innovation. Tourism is recognised not simply as a sector, but as a driving force in shaping the future of the region.
X. Design Week provides an opportunity to highlight this role. The event brings together creativity, digital design and forward-thinking approaches that align closely with the North East’s ambitions. It creates space for new ideas, collaboration and designing strategies on digital innovation and technology adoption that supports destination development and upskilling.
Newcastle stands at the centre of this approach. Known for its rich industrial heritage and growing innovation ecosystem, the city is well placed to connect tourism, culture and technology. Hosting X. Design Week 2025 reinforces its role as a meeting point for ideas and as a destination ready to lead on collaboration, creativity and experience design.
Empowering Small Businesses through Digital Transformation
Digital transformation improves operations, enhancing visibility, engagement and driving conversion. Yet, many small businesses struggle with awareness and integration of digital tools, often lacking the resources or knowledge to implement change. This is where Local Visitor Economy Partnerships (LVEPs) can step in with tailored support to empower businesses to build their digital presence and showcase their attractions.
By working closely with small businesses, LVEPs can support the development of destination-wide solutions that drive measurable results. In understanding local contexts and specific business challenges, LVEPs can help SMEs adopt the right tools and strategies to keep pace with an increasingly digital landscape. By bridging the gap between technology and business needs, LVEPs play a strong role in driving digital adoption and ensuring that small businesses can use these tools effectively to meet their goals.
Harnessing Technology and AI for Future Growth
The rapid pace of technological development presents both a challenge and an opportunity for the tourism sector. Leveraging advanced tools and AI solutions can support individuals in contributing to tasks even if they lack advanced expertise. With the right AI strategy, businesses can take an idea and transform it into a working prototype, advancing their products and services without needing in-depth technical expertise.
AI offers immense potential to streamline processes and enhance decision-making. By automating tasks such as data collection and research, AI can save valuable time, enabling businesses to focus on innovation and customer engagement. Data analysis has become more accessible, with AI transforming how destinations and businesses extract value from their data.
One of the most significant opportunities lies in the use of AI for predictive analytics. The ability to predict patterns, track performance and optimise experiences in real time allows tourism professionals to make informed decisions and stay ahead of the curve. By tapping into large datasets, businesses can gain insights into future trends and behaviours, helping them anticipate visitor needs and plan more effectively.
Key Takeaways:
As technology and innovation reshape the tourism landscape, destinations have a unique opportunity to integrate digital tools and data to drive growth. By embracing AI, improving accessibility and supporting small businesses, destinations can create more engaging and personalised experiences. With a focus on strategic partnerships and forward-thinking solutions, they can stay ahead of evolving visitor expectations and build a sustainable and connected visitor economy:
Innovation and Collaboration: Tourism is a catalyst for regional growth and transformation. By investing in innovation and skills through initiatives like the Destination Development Partnership, the North East is aligning tourism with long-term economic and social ambitions.
Supporting Small Business: Many small businesses face barriers in adopting digital tools. Tailored support through Local Visitor Economy Partnerships can close this gap, helping businesses gain visibility and convert engagement into impact. By designing strategies that meet the specific needs of SMEs, destinations can ensure that digital transformation is inclusive and measurable.
Driving Growth with AI: Emerging technologies offer powerful ways to accelerate innovation and improve decision-making across the tourism sector. From using AI to prototype new services to applying predictive analytics for visitor insights, technology helps businesses respond dynamically to changing demands.
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