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 art and science of destination marketing and the implications of technological advancements and changing consumer behaviour. Tourism Ireland shares brand thinking across channels and viewpoints for the future.

In this compelling session, Emma Campbell, Sector Marketing Director at DCT Abu Dhabi, will share insights from Abu Dhabi's transformative journey in redefining its destination brand. This presentation will explore how Abu Dhabi has successfully carved out its distinctive identity by authentically embracing its cultural heritage while developing a competitive positioning within the region.

In this intimate fireside conversation, we'll explore how technology is reshaping not just how we travel, but how communities thrive in the digital age. John Park from Airbnb will share insights on how data-driven approaches and technological innovation are transforming traditional perspectives on tourism, community development, and economic empowerment.

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 content saturation challenging even the most established destinations, this session offers unique insights from Catharina Riess, Director of Mediahouse at Vienna Tourist Board, on how their innovative approach to storytelling and content strategy is reshaping destination marketing and management.

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In an era of rapid technological advancement and organisational transformation, this session offers compelling insights from Line Nøhr, Chief Marketing Officer at VisitDenmark, on the delicate balance between strategic vision and technological implementation. Drawing from her experience in reshaping VisitDenmark's approach to destination marketing, Line will share how fundamental organisational change can drive digital innovation while maintaining strategic focus.

In this strategic session, Charel van Dam, Marketing Director at NBTC, will demonstrate how the Netherlands is aligning its core destination DNA with purposeful global marketing initiatives while addressing contemporary challenges. Drawing from NBTC's comprehensive approach to destination management, this talk will showcase how traditional Dutch themes are being strategically positioned to create meaningful impact in international markets.

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 explores how destinations are leveraging the rapid developments in AI to create stronger brand experiences. From AI driven conversational marketing, to using technology to transform team workflow, we’ll explore how horizon technologies are unlocking new opportunities. Expecting join a dynamic, lively debate with a wide range of perspectives shared by leading destinations, designed to unpackaged every major development happening in digital right now.