The X. Awards shone a spotlight on why investment in tourism innovation delivers long-term results. From industry-wide sustainability initiatives, community engagement, impactful marketing campaigns and innovative applications of generative AI to inspiring influencers and Web 3.0 solutions, discover the winners of this year's edition.
The Leadership Roundtables and the X. Awards took place on 10 December 2024 in London, attracting a global audience of destinations to explore digital shifts in the future of destination marketing. Organised by the Digital Tourism Think Tank, the event brought digital and marketing leads together for an in-depth exchange of opinions on the hottest trends. Sharing first-hand perspectives, the tourism community gave their views on the impact of some of the most anticipated shifts for the next year, coalescing ideas about the strategic directions for 2025 marketing activities and ongoing skills development needs for tourism marketers.
The Leadership Roundtables, co-hosted by Skyscanner, provided an opportunity for knowledge exchange across two boardroom-style discussions on the growing importance of digital innovation and the increasing need for data-driven strategies in destination marketing. These conversations focused on the role of generative AI in raising awareness of lesser-known attractions and personalising trip planning, its potential to bridge the skills gap in data analytics and how to ensure that every use of this technology is done transparently. Insights were also shared on how destinations and businesses can collaborate more effectively with data and benchmarking and around communicating responsible travel initiatives.
Hosted at the Hoxton Holborn, the X. Awards 2024 showcased the most impactful strategic tourism developments across the globe. From the emergence of highly engaging AI tools, intuitive data visualisations and creative marketing campaigns to enhancing sustainable, bookable and immersive experiences, this year's X. Awards nominees showed how the tourism industry rapidly innovated over the past year. The winners of the seven awards exemplify how continued investment in tourism delivers positive results.
Recognising its innovative approach to enabling sustainable tourism, Destination BC won The Transformation Award for their BC Tourism Climate Resiliency Initiative. By fostering collaboration among stakeholders and providing essential resources, this initiative empowers businesses to adapt to the changing climate and build a more resilient future. Through a combination of expert guidance, financial support, data-driven insights and community networks, the initiative is establishing a common framework and toolkit to achieve a province-wide approach to long-term sustainability that combines the strengths of every organisation into a single unified platform.
The Aruba Tourism Authority's successful Autentico Aruba Culinary Festival, a collaboration with over 30 restaurants, earned The Partnership Award for the community-centred approach to experience development. By showcasing the island's diverse culinary scene and implementing a comprehensive digital-first marketing strategy, the festival not only enhanced Aruba's reputation as a gastronomic destination but also paved the way for long-term tourism development through its focus on culinary heritage and the education of local culinary students.
Winning The Purposeful Brand Award, TerschellingPartners offers a compelling model for destinations struggling with seasonal tourism. Their "Dark Sky Terschelling" campaign successfully leveraged the island's Dark Sky Park status to attract visitors outside the peak summer period. Focusing on a simple, powerful message and using stunning visuals to target a niche audience, the campaign drove a significant increase in bookings despite the limited budget allocated to promotion. Beyond economic benefits, the campaign also raised awareness about light pollution and inspired visitors to appreciate the night sky.
By leveraging generative AI to transform ordinary Street View images into captivating cycling scenes, The Netherlands Board of Tourism & Conventions has been rewarded with The Digital Impact Award for its AI Cycling Lifestyle tool. This approach has demonstrated the power of ingenious applications of AI to create engaging content that resonates with audiences worldwide. Capturing the essence of Dutch cycling culture, this visually engaging and shareable tool has generated significant media attention and sparked a global conversation around urban planning.
Jill Taylor, a visionary ambassador for Newfoundland and Labrador, has been recognised with The Leadership Award for her outstanding contributions to influencing visitor behaviour. Jill's dedication to sharing authentic, behind-the-scenes experiences, such as diving expeditions and puffin colonies, has made her a truly effective and inspirational advocate for the province. Combining scientific expertise with natural creative talent and storytelling, Jill's engaging and educational content showcases the beauty of Newfoundland and Labrador, while also promoting responsible tourism.
PERS by eXplorins, the recipient of the Startup Innovation Award, is a groundbreaking blockchain-powered platform. By connecting local tourism ecosystems and rewarding positive actions, PERS empowers travellers to make a difference. This innovative approach not only benefits the environment but also drives economic growth and fosters stronger community bonds, ushering in a new era of conscious tourism.
Capturing The People's Choice Award, the Aruba Tourism Authority's Autentico Aruba Culinary Festival showcases the enduring appeal of gastronomy in creating unforgettable experiences. By highlighting local ingredients, heritage and leveraging technology, the festival has successfully connected visitors with the heart and soul of Aruba. Leaving a lasting impression, it has established a blueprint for developing Aruban tourism over the next decade.
Check out the Judges Comments for all of the X. Award submissions here.
The Leadership Roundtables and the X. Awards took place on 10 December 2024 in London, attracting a global audience of destinations to explore digital shifts in the future of destination marketing. Organised by the Digital Tourism Think Tank, the event brought digital and marketing leads together for an in-depth exchange of opinions on the hottest trends. Sharing first-hand perspectives, the tourism community gave their views on the impact of some of the most anticipated shifts for the next year, coalescing ideas about the strategic directions for 2025 marketing activities and ongoing skills development needs for tourism marketers.
The Leadership Roundtables, co-hosted by Skyscanner, provided an opportunity for knowledge exchange across two boardroom-style discussions on the growing importance of digital innovation and the increasing need for data-driven strategies in destination marketing. These conversations focused on the role of generative AI in raising awareness of lesser-known attractions and personalising trip planning, its potential to bridge the skills gap in data analytics and how to ensure that every use of this technology is done transparently. Insights were also shared on how destinations and businesses can collaborate more effectively with data and benchmarking and around communicating responsible travel initiatives.
Hosted at the Hoxton Holborn, the X. Awards 2024 showcased the most impactful strategic tourism developments across the globe. From the emergence of highly engaging AI tools, intuitive data visualisations and creative marketing campaigns to enhancing sustainable, bookable and immersive experiences, this year's X. Awards nominees showed how the tourism industry rapidly innovated over the past year. The winners of the seven awards exemplify how continued investment in tourism delivers positive results.
Recognising its innovative approach to enabling sustainable tourism, Destination BC won The Transformation Award for their BC Tourism Climate Resiliency Initiative. By fostering collaboration among stakeholders and providing essential resources, this initiative empowers businesses to adapt to the changing climate and build a more resilient future. Through a combination of expert guidance, financial support, data-driven insights and community networks, the initiative is establishing a common framework and toolkit to achieve a province-wide approach to long-term sustainability that combines the strengths of every organisation into a single unified platform.
The Aruba Tourism Authority's successful Autentico Aruba Culinary Festival, a collaboration with over 30 restaurants, earned The Partnership Award for the community-centred approach to experience development. By showcasing the island's diverse culinary scene and implementing a comprehensive digital-first marketing strategy, the festival not only enhanced Aruba's reputation as a gastronomic destination but also paved the way for long-term tourism development through its focus on culinary heritage and the education of local culinary students.
Winning The Purposeful Brand Award, TerschellingPartners offers a compelling model for destinations struggling with seasonal tourism. Their "Dark Sky Terschelling" campaign successfully leveraged the island's Dark Sky Park status to attract visitors outside the peak summer period. Focusing on a simple, powerful message and using stunning visuals to target a niche audience, the campaign drove a significant increase in bookings despite the limited budget allocated to promotion. Beyond economic benefits, the campaign also raised awareness about light pollution and inspired visitors to appreciate the night sky.
By leveraging generative AI to transform ordinary Street View images into captivating cycling scenes, The Netherlands Board of Tourism & Conventions has been rewarded with The Digital Impact Award for its AI Cycling Lifestyle tool. This approach has demonstrated the power of ingenious applications of AI to create engaging content that resonates with audiences worldwide. Capturing the essence of Dutch cycling culture, this visually engaging and shareable tool has generated significant media attention and sparked a global conversation around urban planning.
Jill Taylor, a visionary ambassador for Newfoundland and Labrador, has been recognised with The Leadership Award for her outstanding contributions to influencing visitor behaviour. Jill's dedication to sharing authentic, behind-the-scenes experiences, such as diving expeditions and puffin colonies, has made her a truly effective and inspirational advocate for the province. Combining scientific expertise with natural creative talent and storytelling, Jill's engaging and educational content showcases the beauty of Newfoundland and Labrador, while also promoting responsible tourism.
PERS by eXplorins, the recipient of the Startup Innovation Award, is a groundbreaking blockchain-powered platform. By connecting local tourism ecosystems and rewarding positive actions, PERS empowers travellers to make a difference. This innovative approach not only benefits the environment but also drives economic growth and fosters stronger community bonds, ushering in a new era of conscious tourism.
Capturing The People's Choice Award, the Aruba Tourism Authority's Autentico Aruba Culinary Festival showcases the enduring appeal of gastronomy in creating unforgettable experiences. By highlighting local ingredients, heritage and leveraging technology, the festival has successfully connected visitors with the heart and soul of Aruba. Leaving a lasting impression, it has established a blueprint for developing Aruban tourism over the next decade.
Check out the Judges Comments for all of the X. Award submissions here.
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