This is where Web 3.0 technologies, can play a crucial role in overcoming barriers and connecting local brands with a much wider partner ecosystem.

A more strategic approach is needed to understand the change in trends. Data can be used to go further than traditional means of marketing, communicating and predicting, which helps improve visitor experience. Key topics highlighted include, transitioning to Data-Driven Insights, repurposing data's usage and the risks that come with heavy reliance on data.

Tina acknowledged the potential of AI to enhance personalisation but said the human touch of curation and personal recommendations will remain vital.

Bringing together businesses and researchers at events creates significant value beyond tourism, contributing significantly to the knowledge and creative economy.