How can destinations stay competitive in a rapidly changing environment?

The tourism sector is one of the most dynamic industries, with constantly changing consumer behaviour and the influence of socio-political, economic, digital trends and health crisis. During COVID times, destinations faced challenges to comprehend the setbacks and possible opportunities, even during an unprecedented situation.

In view of a response to overcome the challenges that city tourism faces due to  Covid, Wonderful Copenhagen commissioned the DTTT to benchmark global case studies and best cases of initiatives or activities implemented by DMOs or other organisations around the world.

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As the leader in analysing and driving tourism trends, DTTT prepared in-depth market research conducted in a two-step process. Initially, we gathered a list of ten inspiring cases, centred around five main topics, and pointed forward after the pandemic and developing the destination and industry

Together with Wonderful Copenhagen, we shortlisted the most relevant cases, based on key areas of interest for the DMO, and developed more in-depth research covering topics focusing on sustainability, innovation, transformation and digitalisation, tourism products and experience development, safety, security and growth, marketing and branding. Stage two of the process involved a deeper dive into the cases, exploring good practices, innovative strategies and recommendations on key actions.

The work concluded with two strategic documents, outlining the cases and executive recommendations. The findings from the research were further presented to the Board of Directors of Wonderful Copenhagen. The research proved to be a guiding force of the various strategies and actions of the DMO and helped them stay competitive even during the crisis situation.

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