Published by Osterreich Werbung and the Destinations-Netzwerk-Austria (dna), this German-language practical guide is written for Destination Management Organisations and tourism regions in Austria with no prior technical background. Authored by Manuela Machner of KiNET.ai, it was produced following the 2025 event Prozessoptimierungen im Tourismus in Linz.

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The guide sets out a step-by-step roadmap for implementing a first automation project within four to eight weeks. It draws a clear distinction between digitalisation, automation and artificial intelligence, explaining how even small teams can significantly reduce routine workloads through no-code and low-code tools such as Make.com, n8n and Zapier.

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The content is structured around a practical methodology: identifying which processes are suitable for automation, evaluating and prioritising use cases, mapping current workflows, defining target processes, selecting tools, running a pilot and maintaining the system. Concrete worked examples include automating booking requests, form confirmations and social media posting schedules.

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For DMOs exploring operational efficiency and workflow automation, this is one of the more thorough practical guides available at destination level. It is grounded in the realities of small tourism teams working with limited budgets and varying technical capacity, and is directly applicable to any destination organisation looking to reduce manual workload.

Part A: Foundations

1. Automation at a glance
2. Glossary for beginners
3. Why automate?

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Part B: Finding and evaluating use cases

1. What is suitable for automation?
2. Evaluation compass and priority matrix

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Part C: Concrete use case examples

1. Getting started: form confirmation (first project)
2. Automating booking requests
3. Scheduling social media posts
4. Further use case ideas

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Part D: Step-by-step implementation

1. Documenting the current process
2. Defining target processes
3. Architecture and control (5-layer stack)
4. Evaluating and selecting tools
5. Designing and running a pilot
6. Testing, rollout and maintenance

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Part E: Support and templates

1. Common pitfalls
2. Recommendations for regions
3. Checklists and project template
4. The first 48 hours