The Digital Tourism Think Tank has been at the heart of tourism transformation for more than a decade. The changes witnessed throughout this short period have been monumental, whilst the need to embed transformation as part of the perpetual process of change and adaptation is greater than ever.

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Today, we're thrilled to announce the launch of DTTT Workstreams, a highly unique and engaging initiative designed to empower our members to tackle the complex challenges shaping the future of our industry. These critically value-driven peer led programmes come at a time where politics continues to dominate discourse in tourism, yet the need to collaborate in the most hands-on no-nonsense way possible, amidst  exponential change driven by data and AI, is of paramount importance in order to remain impactful and relevant.

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A New Era of Collaboration

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Workstreams represent focused, collaborative groups providing a space for in-depth exploration, knowledge sharing and the development of actionable solutions in critical areas of digital and sustainable tourism transformation. They are designed to fill a gap in creating high quality, in-depth, collaborative communities, which are by their very nature non-political and resolutely topical.

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It has been clear for some time that the need for collaboration and targeted problem-solving has never been greater and this is something our members expect from us. Workstreams offer a unique opportunity for Digital Tourism Think Tank members to connect with peers facing similar challenges, to share insights and co-create innovative solutions.

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Each Workstream will focus on a specific, granular topic, allowing for in-depth discussions and the development of actionable strategies. By working together, we can leverage the collective expertise of our community to drive meaningful change and shape a more sustainable and successful future for digital tourism.

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Unveiling the Inaugural Workstreams

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Launching in September 2024, our inaugural Workstreams will focus on three pressing issues at the forefront of the industry:

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Visitor Flow Management for Balanced Tourism Growth

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Overtourism, while a testament to a destination's allure, can strain resources, negatively impact the environment and local communities, and diminish the overall visitor experience. This Workstream will explore innovative approaches to managing visitor flows, ensuring the benefits of tourism are more equitably distributed while preserving the unique character of each destination.

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Key challenges this Workstream will address:

1. Data Collection and Analysis: Identifying and leveraging reliable data sources to monitor visitor flows and predict trends.
2. Potential Technology Solutions: Exploring how technology can be used to influence tourist behaviour, disperse crowds and enhance the visitor experience.
3. Effectiveness of Strategic Marketing: Developing campaigns that promote lesser-known attractions and encourage visitors to explore beyond popular areas.

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Anticipated Outcomes:

1. Best Practices: Further our collective work in identifying a comprehensive resource detailing successful visitor management strategies.
2. Solutions Mapping: Analysing and benchmarking the diverse approaches to addressing visitor flow challenges across different destination types.
3. Scenario Planning: Collaboratively developing and test visitor flow scenarios, looking at how different challenges might be overcome with different approaches.
4. Marketing Effectiveness: Taking a critical look at the effectiveness of digital marketing initiatives in shaping and influencing visitor behaviour to promoting a more equitable and sustainable tourism offer.

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Marketing Technology, Strategy & Data-Driven Impact

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The ever-expanding MarTech landscape can be both exciting and overwhelming. DMOs are constantly faced with the challenge of choosing the right tools, integrating data sources, and measuring the ROI of their campaigns. The rise of AI, particularly generative AI, presents new opportunities for personalisation and content creation, but also raises questions about ethical use and implementation.

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This Workstream will empower DMOs to navigate the MarTech landscape with confidence. Through curated resources, expert-led sessions, and collaborative discussions, members will gain insights through collaboratively exchanging first-hand experience and knowledge:

1. Selecting and Implementing MarTech Tools: Identifying the right platforms for each destination's specific needs and budget, considering the balance of taking integration in-house or outsourcing to all-in-one solutions or agency partners.
2. Integrating Data Sources: Examining how to creating a unified view of  audience to inform marketing strategies but also better address the fragmentation and frustrations resulting from ever siloed omni-channel brand activation.
3. Leveraging AI and Generative AI: Real-time stock-taking on Generative AI developments, exploring its potential whilst maintaining a focus on integrating AI in a way which ensures relevance, further's our marketing objectives and ensures its responsible and ethical use.
4. Measuring Digital ROI: Sharing knowledge on robust frameworks to track and optimise campaign performance at different stages in upper funnel brand and marketing efforts, whilst also evaluating clear approaches to attribution modelling and demonstrating impact.

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Anticipated Outcomes:

1. Curated MarTech Stack: Providing members with a comprehensive guide to the most impactful tools for DMOs, built upon first-hand input, knowledge and experience with critical evaluation. by peers.
2. AI & Gen AI Showcase: A knowledge hub highlighting AI-powered tools and their applications in DMO marketing, with an ongoing focus on prototypes, projects and integrations from members and the wider industry..
3. Impact Measurement Templates: Developing a collectively formed toolkit of templates, calculators, and best practices to assess the effectiveness of MarTech investments.
4. Expert Sessions: Bringing exclusive forums for Q&A, advice, and demos from a wide range of hand-picked experts based on member suggestions, contributions and input.

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Industry Digitalisation & Sustainable Transformation

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Digital transformation is not just a buzzword; it's a necessity process to ensure relevance and competitiveness for the future of tourism. Many members are actively working on putting into action industry digitalisation programmes, focused on digital and often the digital, sustainable transition.

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The path to digitalisation, however, can be complex, particularly for SMEs who may lack the resources or expertise to navigate the process. Additionally, ensuring that sustainability is embedded into digital strategies is paramount for long-term success.

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This Workstream will empower DMOs to support their industry communities, made up primarily of SMEs, to embrace digital transformation while prioritising sustainability as a core aspect of that. Key areas of focus include:

1. Bridging the Digital Divide: Helping DMOs to identifying where they can provide accessible resources and training to help SMEs adopt digital technologies.
2. Fostering a Culture of Innovation: Looking at different models to encourage experimentation and the development of new digital solutions. In particular, looking to better understand investment approaches designed to help the sector to thrive.
3. Integrating Sustainability: Leveraging technology to measure and reduce environmental impact, promote responsible practices, and create a more sustainable tourism ecosystem.

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Anticipated Outcomes:

1. Digital Transformation Resources: A comprehensive guide to digital transformation strategies, resources, models and templates which DMOs can leverage to help their industry to thrive.
2. Digitalisation Knowledge Sessions: Regular meetings to share experiences, challenges and best practices, whilst identifying common needs, resources and development opportunities by working together.
3. Expert Network: A curated network of experts offering specialised advice and support, including start-ups, vendors, mentors, coaches and digital specialists who can support businesses in a wide range of tourism sub-sectors.
4. Collaborative Projects: Opportunities to partner with startups, tech companies, and academic institutions to develop and pilot innovative solutions.

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Empowering Members to Shape the Future

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Workstreams are exclusive to Digital Tourism Think Tank members. By joining a Workstream, members will gain access to:

1. Targeted Collaboration: Connect with peers who share your interests and challenges.
2. In-Depth Exploration: Dive deep into complex topics and gain a nuanced understanding of the issues at hand.
3. Actionable Insights: Develop practical strategies and solutions that can be implemented in each organisation.
4. Expert Guidance: Work with insights drawn from a network of industry leaders and subject matter experts.
5. Collaborative Innovation: Co-create the future of digital tourism alongside  peers where the people around the table are directly relevant to each member's field of expertise.

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Join Us in September

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The inaugural Workstream sessions are kicking off in September 2024, with enrolment already open. Together, we'll embark on a collaborative journey to address the most pressing challenges facing our industry and unlock new opportunities for growth and sustainability.