Exploring Digital Shifts in the Future of Destination Branding
Leading tourism minds gathered in London to reimagine destination marketing's digital future, sparking dynamic discussions on AI innovation, data strategy and authentic storytelling.
Leading tourism minds gathered in London to reimagine destination marketing's digital future, sparking dynamic discussions on AI innovation, data strategy and authentic storytelling.
Future. Destination. Brand. took place last week. During the second day of the event, attendees were able to hear our experienced speakers and their discussions on the future of destination marketing. Their presentations covered a variety of topics, including the importance of data-driven marketing, the use of AI in tourism and the need for sustainable tourism practices. They also highlighted the importance of building partnerships, understanding your audience and creating authentic experiences. Here are some key points that stood out and shined light on topics we should consider as destination marketers.
There are many things that can define a successful marketing campaign, but the discussions about branding revealed that it is important to be socially impactful and break away from misconceptions. Through their marketing campaign with Chris Hemsworth and Elsa Pataky and the series ‘Street Bites with Shaq', DCT Abu Dhabi is able to break away from stereotypes and not just tell why Abu Dhabi should be the next destination on our bucket list, but also show us all its cultural and culinary offerings. Another example of how a campaign can be socially impactful comes from Discover Ireland and their ‘Discover the True Home of Halloween this Autumn’. This campaign breaks misconception about the origins of Halloween and shines light on why Ireland is the perfect destination around the holiday. Simultaneously, through their ‘Discover the Original’ campaign, Visit Sweden is reclaiming narratives by showcasing from where the interesting Ikea product names come from and bringing back the focus on these landscapes. Finally, the Vienna Tourist Board encourages us to ‘Go big, Go bold’ and not shy away from conversations that might be uncomfortable, because ‘uncomfortable makes you think about what you are seeing’, calling it impactful visibility. Overall, destinations who are investing in socially impactful campaigns that break stereotypes are the ones feeding the desire in tourists for authenticity and expansion of knowledge about culture and traditions.
In an age where language matters, Visit Denmark are working hard to stray away from the negative connotations around the word ‘’tourist’’ and are highlighting a welcoming culture by identifying tourists as guests. They are strategically putting the guest at the centre because ‘if you feel like a guest, you act like one’. This strategy leads to a structure of marketing techniques that extract, engage, convert and retain the guest. What struck the most was the final step of their structure, which is retaining the guest. As destination marketers we hold the memories of the guest. Therefore, impressing them leads to a state of ‘remembering’, which not only encourages them to return again, but it also inclines them to bring another guest. In conclusion, language and cultural novelties can be a small change, but a big step to creating a welcoming environment that fosters future tourism growth.
The discussions not only revealed what makes a successful campaign and how to use language to better contribute to tourism marketing, but it also showcased digital innovations that both represent the destination and also help guests and local residents. The Vienna Tourist Board introduced their Ivie app. Ivie is an educational app that allows users to do themed challenges (like their current Sigmund Freud challenge) by walking around the city. Users can answer interesting questions, collect prizes at tourist points, and use the app as a personal city guide with audio, maps, and travel card purchasing. Meanwhile, the NBTC has introduced the platform New Dutch, which showcases contemporary innovations in an attempt to shift their identity from windmills and Amsterdam to a new movement of innovation that connects the unexpected. In 2023, 13 regions joined the platform where over 404 examples of new innovations were showcased. Digital innovations are becoming a pivotal point in developing a destination’s identity and helping narratives about cultural offerings develop further.
AI is the CEO of information. A key point that was made is that although AI is currently overhyped, we are underestimating its value in the future. From data analysis to expanding a three sentence business listing into three paragraphs, the use of AI can be very efficient in tackling tasks that would require more effort. Nonetheless, the application of AI in a creative way could move the conversation forward about AI becoming a small part of human centric areas. The AI chat Alma, created by the Slovenian Tourist Board, is an example of how AI technology has been used creatively to engage tourists and become their personal guide when traveling to Slovenia. Alma doesn’t replace human interaction, but allows another level of personalised interactive marketing that we can’t physically achieve in a completely human-centric approach.
Overall, while AI can save an enormous amount of time for businesses, the discussion around its application is still ambiguous. However, marketers can agree on three main ideas revolving around the use of AI. Firstly, there are people who use AI and others who use it really well. The later category are the ones who are ensuring that they follow legal policies and require stricter regulations. Furthermore, we cannot consume our time with AI before we have established a digital presence at the highest standard possible. Finally, the conversation is moving forward. Uncertainty around AI has disappeared and businesses are more excited to get with the newest AI trends. Nonetheless, more education revolving around its use and regulations is still needed.
Digital innovations are at the core of our focus. And while AI and digital platforms like apps and interactive websites are the essence of destination’s current marketing trends and innovations, we should consider a standard of digitalisation that is useful, accessible and sustainable. Establishing a digital presence at the highest standard is not only important for the success of a marketing campaign and profit, but for accessibility as well. As destination marketers we should always consider how we can make websites easier to navigate for people with disabilities, because ‘a lot of people can visit your website but not everyone can use it’.
New ways of using data and technology are changing how we think about tourism and community development. Although very important, digital marketing is not the only factor of what retains a ‘guest’. In his lecture, ‘Reimagining Tourism & Technology: Building Digital-First Communities, John Park (Airbnb) outlined how we can use the digital world to upskill. Hospitality is not usually a career that people chose to develop and upskill in, but as John outlined its an area in tourism that is very important. Through special digital academies, hosts of Airbnb can be trained with the right skills to be able to offer the best local experience. Simultaneously, DCT Abu Dhabi are ‘’Future Proofing’’ their cultural offering through a plan for cultural expansion and upskilling local hospitality.
The discussion about sustainable tourism revealed a common characteristic: responsibility. Countries and tourists must work together to achieve sustainable tourism. Destinations acknowledge their role in the problem and the solution. GNTO believes that they can educate tourists and encourage them to consider off-season travel by promoting Greece as a destination for winter. Denmark is investing resources in promoting eco-friendly activities. Initiatives like Copenpay reward tourists for cycling, volunteering, and making other sustainable choices during their holiday. Overall, it is a slow process and although possible it will take time and resources to have tourism growth with needed regulations.
Future. Destination. Brand. took place last week. During the second day of the event, attendees were able to hear our experienced speakers and their discussions on the future of destination marketing. Their presentations covered a variety of topics, including the importance of data-driven marketing, the use of AI in tourism and the need for sustainable tourism practices. They also highlighted the importance of building partnerships, understanding your audience and creating authentic experiences. Here are some key points that stood out and shined light on topics we should consider as destination marketers.
There are many things that can define a successful marketing campaign, but the discussions about branding revealed that it is important to be socially impactful and break away from misconceptions. Through their marketing campaign with Chris Hemsworth and Elsa Pataky and the series ‘Street Bites with Shaq', DCT Abu Dhabi is able to break away from stereotypes and not just tell why Abu Dhabi should be the next destination on our bucket list, but also show us all its cultural and culinary offerings. Another example of how a campaign can be socially impactful comes from Discover Ireland and their ‘Discover the True Home of Halloween this Autumn’. This campaign breaks misconception about the origins of Halloween and shines light on why Ireland is the perfect destination around the holiday. Simultaneously, through their ‘Discover the Original’ campaign, Visit Sweden is reclaiming narratives by showcasing from where the interesting Ikea product names come from and bringing back the focus on these landscapes. Finally, the Vienna Tourist Board encourages us to ‘Go big, Go bold’ and not shy away from conversations that might be uncomfortable, because ‘uncomfortable makes you think about what you are seeing’, calling it impactful visibility. Overall, destinations who are investing in socially impactful campaigns that break stereotypes are the ones feeding the desire in tourists for authenticity and expansion of knowledge about culture and traditions.
In an age where language matters, Visit Denmark are working hard to stray away from the negative connotations around the word ‘’tourist’’ and are highlighting a welcoming culture by identifying tourists as guests. They are strategically putting the guest at the centre because ‘if you feel like a guest, you act like one’. This strategy leads to a structure of marketing techniques that extract, engage, convert and retain the guest. What struck the most was the final step of their structure, which is retaining the guest. As destination marketers we hold the memories of the guest. Therefore, impressing them leads to a state of ‘remembering’, which not only encourages them to return again, but it also inclines them to bring another guest. In conclusion, language and cultural novelties can be a small change, but a big step to creating a welcoming environment that fosters future tourism growth.
The discussions not only revealed what makes a successful campaign and how to use language to better contribute to tourism marketing, but it also showcased digital innovations that both represent the destination and also help guests and local residents. The Vienna Tourist Board introduced their Ivie app. Ivie is an educational app that allows users to do themed challenges (like their current Sigmund Freud challenge) by walking around the city. Users can answer interesting questions, collect prizes at tourist points, and use the app as a personal city guide with audio, maps, and travel card purchasing. Meanwhile, the NBTC has introduced the platform New Dutch, which showcases contemporary innovations in an attempt to shift their identity from windmills and Amsterdam to a new movement of innovation that connects the unexpected. In 2023, 13 regions joined the platform where over 404 examples of new innovations were showcased. Digital innovations are becoming a pivotal point in developing a destination’s identity and helping narratives about cultural offerings develop further.
AI is the CEO of information. A key point that was made is that although AI is currently overhyped, we are underestimating its value in the future. From data analysis to expanding a three sentence business listing into three paragraphs, the use of AI can be very efficient in tackling tasks that would require more effort. Nonetheless, the application of AI in a creative way could move the conversation forward about AI becoming a small part of human centric areas. The AI chat Alma, created by the Slovenian Tourist Board, is an example of how AI technology has been used creatively to engage tourists and become their personal guide when traveling to Slovenia. Alma doesn’t replace human interaction, but allows another level of personalised interactive marketing that we can’t physically achieve in a completely human-centric approach.
Overall, while AI can save an enormous amount of time for businesses, the discussion around its application is still ambiguous. However, marketers can agree on three main ideas revolving around the use of AI. Firstly, there are people who use AI and others who use it really well. The later category are the ones who are ensuring that they follow legal policies and require stricter regulations. Furthermore, we cannot consume our time with AI before we have established a digital presence at the highest standard possible. Finally, the conversation is moving forward. Uncertainty around AI has disappeared and businesses are more excited to get with the newest AI trends. Nonetheless, more education revolving around its use and regulations is still needed.
Digital innovations are at the core of our focus. And while AI and digital platforms like apps and interactive websites are the essence of destination’s current marketing trends and innovations, we should consider a standard of digitalisation that is useful, accessible and sustainable. Establishing a digital presence at the highest standard is not only important for the success of a marketing campaign and profit, but for accessibility as well. As destination marketers we should always consider how we can make websites easier to navigate for people with disabilities, because ‘a lot of people can visit your website but not everyone can use it’.
New ways of using data and technology are changing how we think about tourism and community development. Although very important, digital marketing is not the only factor of what retains a ‘guest’. In his lecture, ‘Reimagining Tourism & Technology: Building Digital-First Communities, John Park (Airbnb) outlined how we can use the digital world to upskill. Hospitality is not usually a career that people chose to develop and upskill in, but as John outlined its an area in tourism that is very important. Through special digital academies, hosts of Airbnb can be trained with the right skills to be able to offer the best local experience. Simultaneously, DCT Abu Dhabi are ‘’Future Proofing’’ their cultural offering through a plan for cultural expansion and upskilling local hospitality.
The discussion about sustainable tourism revealed a common characteristic: responsibility. Countries and tourists must work together to achieve sustainable tourism. Destinations acknowledge their role in the problem and the solution. GNTO believes that they can educate tourists and encourage them to consider off-season travel by promoting Greece as a destination for winter. Denmark is investing resources in promoting eco-friendly activities. Initiatives like Copenpay reward tourists for cycling, volunteering, and making other sustainable choices during their holiday. Overall, it is a slow process and although possible it will take time and resources to have tourism growth with needed regulations.
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