Europe’s tourism destination landscape is under constant change. Travellers of all age group increasingly use digital technologies to explore, research, confirm and ultimately share their travel experiences. Mobile technologies, in particular the smartphone and tablet devices revolutionise the way how we access and consumer information, and intensifies the shift towards customer empowerment. A recent survey conducted by the Digital Tourism Think Tank and European Cities Marketing among national, regional and city destination marketing organisations provided a snapshot on how these digital developments impact upon their organisations.
ECONOMIC DOWNTURN IMPACTS STRATEGIES
The economic climate in Europe had detrimental effects on tourism businesses’ and public budgets alike. Despite the reported growth in tourism arrivals in Europe in 2013, according to the survey results the economic downturn is the factor that impacted most on destination’s strategies in 2013.
In addition the increasing proliferation of mobile technologies has a big impact on destination managers’ strategic decisions. In particular the large variety of choices regarding mobile solutions (e.g. apps, mobile sites, responsive design, etc) was raised as the second most pressing concern regarding strategic decision making.
SOCIAL MEDIA HAS BECOME MAIN STREAM
Social media has grown for DMOs into an established customer touchpoint. The majority of DMO’s consider social media either as the key ingredient to their strategy-mix, or at least as one of their main tools. The majority of those DMO’s that have not fully embraced social media in their strategies, are currently working on improving their approach. Hence, DMO’s in Europe clearly seem to acknowledge that social media are no longer in their infancy, and therefore (potential) visitors need to be served on these channels, which in turn requires a strategic approach.
DIGITAL TECHNOLOGIES FOR STRATEGIC COMPETITIVENESS
Overall the survey revealed that destination management organisations consider digital technologies critical for achieving strategic competitiveness. Given the tough economic climates, many destinations revert increasingly to different digital tools to maintain and strengthen their competitive positioning.
The full study will be realised soon on the website of the Digital Tourism Think Tank.
Discussioncomments powered by Disqus
More from #DTTT
In November we present:How MURAL is pioneering Remote Design Thinking
In the lead up to #DTTTGlobal, we spoke to Mariano Suarez-Battan, CEO of MURAL to learn more about how they are pioneering remote design thinking. As avid users of MURAL ourselves, we champion the use of design thinking methods and templates as part of our Launchpad subscription. We are really pleased to welcome Aaron Richman from […]#remote design #mural #workflow #collaboration #design-thinking
In November we present:Iles de la Madeleine: Applying Design Thinking Principles
Jason Bent works as a Tourism Cluster Manager in the Iles de la Madeleine, an archipelago located in Eastern Canada. He coordinates collaborative projects that bring added-value benefits to the targeted businesses. His recent initiatives, one of which received the Best Strategy for Creative Tourism Development Award as part of the international Creative Tourism Awards, […]#dmo story #collaboration #design-thinking #destination #marketing #partners #storytelling
In October we present:Visit Jersey: Aligning Audiences with Brands
We are pleased to welcome Adam Caerlewy-Smith, Head of Marketing and Meryl Le Feuvre, Head of Product at Visit Jersey as speakers to #DTTTGlobal on 30th November & 1st December in Brussels to share their story on ‘Aligning Audiences with Secret Escapes’. Ahead of #DTTTGlobal, we caught up with Adam and Meryl to learn more about the […]#dmo story #jersey #partnerships #brand #destination #marketing #product
In October we present:Becoming an effective force in regional marketing
Wendy Weijdema is the marketing strategist for MarketingOost, a destination marketing organisation responsible for economic growth in tourism for the province of Overijsse. We are pleased to welcome Wendy Weijdema as a speaker at #DTTTGlobal on 30th November & 1st December in Brussels to share their story on ‘Becoming an effective force in regional marketing’. Ahead of #DTTTGlobal, we […]#Marketing Oost #regional marketing #change #Transformation #destination #digital marketing
In October we present:Complexities of Destination Management & Marketing
Luca D’Angelo and Fabio Sacco join us from Dolomiti Paganella and Val Di Sole to talk about their experiences rebuilding their own Trentino based DMOs from the bottom up and the lessons they’ve learned along the way. Both will join us on stage at #DTTTGlobal on 30th November & 1st December in Brussels. We spoke to […]#structure #framework #destination management #dmo #marketing
In September we present:San Francisco Travel: Always Welcome
Dan Rosenbaum is the Director, Global Digital Marketing at San Francisco Travel Association, the San Francisco destination marketing organization. At SF Travel, he oversees all of our content, social media and digital advertising efforts. We are pleased to welcome Dan Rosenbaum as a speaker at #DTTTGlobal on 30th November & 1st December in Brussels to learn […]#san francisco #campaign #content #destination #dmo #marketing #partner