Visit Sweden

Opinions: 

DMO Stories

The Community of Sweden was founded in 2007, and up until now remains the only online community created by a National Tourist Board. Sweden Lovers from around the world can become members of the community in order to share images, videos and stories with others, and various forums and groups provide space for discussions and the exchange of memories and ideas for future Swedish holidays.

Earlier this year, Visit Sweden announced the permanent closing down of the community, effective April 30th, 2013. Alongside the statement, members were advised to download and save all their images and information in time.

THE COMMUNITY IN FIGURES

The Community started out as a digital channel to market Sweden as a destination in a cost-effective manner to foreign travellers. Soon after its inception, it was celebrated as a great achievement and success within the tourism industry. The community gained over 50,000 members, contributing 2,113 stories, 28,436 photos and 179 groups. Visit Sweden managed to build lasting relationships with travellers worldwide and showcased a best practice way of providing spaces for travellers to share real experiences and engage with one another. A lot of the user-generated content from within the Community was also used by Visit Sweden within their website.

THE END OF A SUCCESS STORY

The decision to close down the Community of Sweden was taken by Visit Sweden as the tourist board feels that their focus should move towards social networks such as Facebook, Twitter and Pinterest. So far, Sweden has more than thirty sites in 10 different languages on different networks. This move is certainly proof of the power of social networks. However, it also raises the question of whether tourist boards should have communities or spaces for interactions with travellers on their websites.

The concept of having a community such as the Community of Sweden certainly was quite unique in the tourism industry. With its end, it is without doubt important to have a look at other communities and look for other industry examples of sharing and engagement sites provided by tourist boards. Can social networking sites be a replacement to communities? Should destinations stick to their social networking sites or do they need to think outside of the box and come up with something new and unique? We will certainly need to keep a close eye on future developments.

Discussion

comments powered by Disqus

More from #DTTT

  • In June we present:
    Live: #DTTTCampus

    #DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses. We are all set up in the newly transformed Høymagasinet and ready to get started! Stay […]

  • In May we present:
    Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board

    Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.

  • In May we present:
    Meet…Kevin Wright from Travel Oregon

    In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]

  • designing signature experiences
    In May we present:
    Meet…Gloria Loree from Destination Canada

    We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.

    #brand experiences #destination canada #brand narrative #brand stories
  • In May we present:
    Meet…Daniel Bury VR Filmmaker

    Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.

    #VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
  • In May we present:
    5 Reasons Why to Visit #DTTTCampus 2019

    In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.

    #dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
Show more
-->
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge