Programme

In today's competitive tourism landscape, data-driven marketing is essential for capturing the attention of travellers. Explore how harnessing the power of data analytics and cutting-edge AI technology can be leveraged to craft personalised, engaging campaigns that resonate with high-net-worth individuals.

In the age of AI, the possibilities for creating truly omni-present digital brand experiences are boundless. This session delves into the latest technological advancements and explores how they elevate Tourism Ireland's brand presence across all channels and shape the DMO's overarching promotional strategies.

Crafting a compelling destination brand requires a delicate balance between authenticity and aspiration. This session explores the key factors influencing brand perception and how to shape a consistent message that resonates with target audiences while remaining true to the destination's unique character.

In the rapidly evolving digital landscape, understanding the implications of regulations is crucial for the tourism industry. This panel provides a comprehensive overview of how major policy developments are shaping the future of tourism and opportunities to adapt and thrive in the changing environment.

As generative AI continues to reshape the media landscape, the ethical implications of its use in tourism marketing must be clearly understood. This session will delve into the benefits and risks of using AI to enhance marketing efforts, considering how to ensure transparency and accuracy in content generation, the role AI plays in optimising digital media and the environmental implications of AI-enabled marketing activities.

With a saturated media landscape, effective storytelling is more crucial than ever. This session explores the art of crafting compelling narratives and developing a strategic content plan that utilises innovative digital tools to streamline content production and distribution and captures the power of international PR to maximise share of voice.

The successful integration of strategy and technology is paramount for driving impactful destination marketing campaigns. This session explores the interplay between strategic planning and the latest advancements in AI, examining how these two forces can converge to create exceptional digital brand experiences.

Staying relevant requires a constant evolution of brand narratives and marketing strategies. This session explores NBTC's strategic shifts in brand positioning that have driven success and overcome the challenges faced by the DMO, highlighting how content and messaging have been adapted for digitally native audiences.

In an era of digital transformation, destination marketing has evolved rapidly, demanding new strategies and approaches. This session offers a unique perspective from Nils Persson, the Chief Marketing Officer of VisitSweden, on how his organisation has successfully navigated this landscape and driven impressive growth - all while operating on a limited budget compared to its larger competitors.

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Heightened awareness of sustainable tourism has made this a paramount concern for travellers and destinations alike. This session explores the critical role of transparency in building trust, fostering responsible practices and ensuring the long-term viability of tourism destinations and how to embed this message across all communications with visitors.

Staying informed about emerging technologies is essential for maintaining a competitive edge and capitalising on opportunities. This session provides an overview of the development of Alma, a virtual assistant designed to provide personalised travel recommendations, and a summary of how the Slovenian Tourist Board is building a Data Analytics Hub.