Everything we do at XDW is about places. We look at the world of tourism transformation through the lends of the destination. With so many trends and developments on the horizon, from the impact of Generative AI, Data and Horizon Technologies all way through to the skills, sustainability and the twin transition in tourism.

The experience economy holds the keys to unlocking the destination's true potential and is key to driving environmental, social and economic impact for the destination. With many experience still not bookable or connected, the opportunity for digitalisation is clear, whilst designing new  experiences can be considered an opportunity to drive purposeful, regenerative tourism.

The cultural sector naturally converges with tourism, yet effective collaboration can often be hard to shape for a variety of reasons and conflicting pressures. However, with destinations often defined by their vibrant cultural scenes, this is an area ripe for innovation, helping drive transformative and engaging experiences, leveraging the interpretive value of technology.

The myriad of technologies on the market today can pose challenges for tourism industry businesses to navigate, with a fragmentation of tools, skills and capability gaps, alongside hesitations around investment. This can hold industry back from fully maximising the potential of technology to drive transformation within their operations and also at a brand level.

Chart the future of tourism by identifying emerging trends and designing adaptive strategies. Teams will explore the intersection of social and behavioural change, technology and tourism to create resilient frameworks for destination development. Collectively work on practical approaches to implement forward-thinking solutions while addressing current industry challenges.