Are you attending Future. Destination. Brand. or X. Awards? Switch to event mode to optimise your experience.
Working with destinations at every level, we bring advisory, events and open research to the shifts reshaping tourism, from AI and innovation to the future of destination management and brand.
Working with destinations at every level, we bring advisory, events and open research to the shifts reshaping tourism, from AI and innovation to the future of destination management and brand.
.png)
.webp)
.png)
.png)
A growing library of case studies from the destinations we work with, covering everything from AI and data to branding and marketing. Available to DTTT Members.
AI now shapes how tourism organisations research, write, design and deliver, yet almost none of that work shows it. The DTTT AI Transparency Framework brings it into the open, with four models that record what AI contributed, how much time it saved, whether the output was ethically sound and how intensive the work was. Any organisation can adopt it free, under a Creative Commons licence.
A standard scale for recording how much AI went into any piece of work, from a light touch to fully AI-generated. Each graded piece is captured in a Transparency Report Card, with a Standard format for everyday outputs and a Detailed Declaration Card for strategic or public-facing work.
Measures the time and capability gains AI delivers on a piece of work. It gives a Productivity Score for how much faster the work went and a Delivery Extension Score for whether AI made possible something normal capacity wouldn't allow. Both are self-assessed by the practitioner responsible for the work.
An indicative A to E scale for the energy intensity of AI use, applicable to any piece of work. With verified per-model figures not yet available, it draws on task type, model category and usage intensity.
A risk classification framework for the ethical side of AI-generated and AI-manipulated visual content: imagery, video, animation and synthetic personas. It weighs what AI did, what authorisation exists for any real people depicted and what the audience was told, producing an Integrity classification from Clear to Not Recommended alongside the Transparency grade.
Across the year our events cover the questions that matter most, from AI and destination management to brand and marketing leadership.
X. Design Week is where destination leaders test emerging tools, build governance frameworks and shape practical roadmaps for putting AI to work. Attendees leave with concrete strategies, real solutions and a community ready to lead on AI in tourism.
A one-of-a-kind gathering that brings destinations and industry together to get hands-on with sustainability. Set across the destination itself, it's where teams develop real solutions to environmental, socio-cultural and economic challenges.
The DTTT's global forum on destination brand and marketing leadership in the age of AI. It brings CEOs, CMOs and their marketing, strategy and digital teams from the world's leading DMOs together for three days in Dublin.
We work closely with your team, bringing ideas, challenge and real collaboration to the work that matters most to you.
Listen to the latest podcasts from the DTTT Team and industry experts invited to share their views on current trends and developments.
Research, frameworks and field notes on destination transformation. No noise.
Industry research, open frameworks and field-tested practice on how destinations lead through AI, sustainability and brand. Since 2012.
The Report
