How can destinations integrate innovation and technology to drive strategic destination development? In this panel session, we'll explore how the North East of England is positioning itself at the intersection of digital innovation and strategic destination development.
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We’ll examine the long-term vision driving the city and region forward, focusing on collaborative frameworks that unlock innovation at scale and looking at the broader ecosystem powering transformation as well as regional development:

1. In what ways is digital innovation influencing how the North East of England defines and expresses its regional identity?
2. What collaborative models are enabling innovation across public, private and cultural sectors in the North East?
3. In what ways are structural reforms accelerating digital integration and long-term regional transformation?

How can DMOs leverage set-jetting to drive regional tourism and engage next generation travellers? In this session, Emma Wilkinson, Deputy Director of Global Marketing at VisitBritain, will share valuable insights from VisitBritain's latest campaigns, exploring how cinematic storytelling and creative digital marketing are being used to reshape destination appeal. With a spotlight on Starring GREAT Britain and Got the Shot, this session will dive into how screen tourism is helping to distribute travel more evenly across UK regions. Discover how strategic partnerships and digital fulfilment frameworks are creating new tourism narratives, unpacking:

• How can screen tourism campaigns strengthen regional tourism and influence travel decisions across the different generations?
• In what ways does digital marketing and audience-driven storytelling enhance the emotional connection between on-screen stories and real locations?
• What strategies resonate most with Gen Z and Gen Alpha when promoting destinations through screen tourism?
  

How do digital behaviours across generations shape the way we design, communicate and deliver tourism experiences? In this panel session, we’ll explore how emerging generational traits, of Gen Z and Gen Alpha, are redefining expectations in a digital-first world.

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With a focus on technology and generational trends, this session looks at how differences in behavioural patterns, values and content preferences are shaping digital strategies. From gamified experiences to influencer ecosystems and personalised discovery, we’ll explore the shifting expectations shaping next-generation visitors, focusing on:

1. How do Gen Alpha's digital habits differ from those of previous generations and what does this mean for tourism?
2. In what ways can destinations design experiences that are responsive to generational values and digital behaviours?
3. How can understanding generational intelligence help to shape digital strategies for visitor experience and engagement?

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How can destinations harness the power of gaming to engage a new generation of travellers? Join Elena González de Parga, Marketing Director at Canary Islands Tourism Board, & Yurena Escobar Alonso, CEO of Flecher, in this session as they dive into Find the Seasouls – an immersive experience on Roblox created by Canary Islands Tourism Board to inspire environmental awareness among Gen Alpha. With 160 unique characters representing local wildlife, Find the Seasouls is a call to adventure with a purpose. We'll explore how destinations can use immersive storytelling to engage future travellers, focusing on:

• How are gaming platforms like Roblox opening up new opportunities for immersive storytelling?
• In what ways can immersive storytelling help audiences engage more deeply with a destination’s culture and core values, sparking curiosity to inspire travel decisions?
• What is the broader potential of gaming in tourism, from brand-building to instilling values and creating long-term affinity with a place?

This co-design session will explore the strategies needed to effectively engage with today's dynamic audiences and prepare for the future by creating a strong relationship with Gen Alpha. We will brainstorm innovative marketing strategies for enabling omni-generational marketing, tapping into wider societal trends, encouraging social sharing and balancing AI applications with authentic storytelling.

How does bringing cultural heritage to life through storytelling, 3D and immersive technology transform the visitor experience? In this session, Dr. Fiona Mowat, Senior Marketing Intelligence Coordinator, and Dr. Beth Daley, Editorial Adviser at Europeana, will explore the transformative potential of digital heritage in creating immersive journeys. Digital tools are redefining how cultural stories are told and experienced. By blending creativity with emerging technology, like 3D modelling, cultural institutions can create deeper emotional connections with audiences, opening up new pathways for both engagement and preservation. Join in with an interactive storytelling activity from your smartphone or laptop. The session will dive into:

1. How can immersive storytelling enhance visitor engagement and foster deeper emotional connections with cultural heritage?
2. In what ways are 3D objects and digital tools reshaping accessibility, interactivity and preservation in cultural heritage experiences?
3. How can we differentiate between fact-sharing and storytelling to create visitor-centred narratives?

What if immersive experiences didn’t require expensive tech or complicated downloads? Join Dr. Ray Holder, Head of XR at Smartify, in a session that challenges the status quo of AR by showcasing the potential of WebXR – delivering accessible and scalable experiences straight from the browser. Building upon a two-year research project with the University of the West of Scotland, the session will explore:

• How do the evolving capabilities of WebXR compare with established platforms like Sketchfab and 8th Wall?
• How can museums and cultural institutions leverage browser-based XR to engage audiences without barriers?
• What do upcoming WebXR projects signal for the future of immersive storytelling?

Join Dr. Pauline Mackay from the University of Glasgow for an exciting session exploring how XR is reshaping access to cultural heritage. Focusing on Museums in the Metaverse and the launch of a new research centre on Realities and Immersion, this session offers insight into how to open up new cultural and creative opportunities to advance regional connectivity in XR and cultural storytelling, diving into:

• How does the two-sided VR platform empower users to curate immersive exhibitions using high-resolution 3D models?
• How does the project address the experiential deficit, bringing artefacts that are often kept in storage to the forefront?
• What are the key questions around ownership, IP and emerging business models for digital heritage?

How can immersive technology transform destination locations into powerful storytelling environments? In this discussion, we spotlight innovators pushing the boundaries of experience design and storytelling.

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The session will explore how destinations can transform public spaces by crafting compelling, story-driven journeys and redefining engagement through immersive, location-based AR. We'll examine how immersive storytelling can create truly memorable visitor experiences, while unpacking how destinations can tap into its potential to deepen connection and enhance place identity, focusing on: 

1. What are the creative and technical opportunities of location-based AR in tourism?
2. How can spatial computing blend digital storytelling with real-world locations?
3. How can we reduce barriers to adoption and build platforms that make AR more accessible?

This interactive session will delve into the exciting possibilities of spatial computing technologies for transforming the tourism experience. We will focus on co-designing engaging and user-centred experiences that leverage the unique capabilities of spatial computing to enhance visitor engagement, enrich cultural understanding and create unforgettable memories.