Digital Tourism Think Tank © 2024
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Check out the sessions below, from interactive sprints to amazing keynotes. Programme is subject to change.
This session will delve into growing generational divides and set the scene for the emergence of Gen Alpha. We will provide valuable insights for tourism marketers on how to effectively engage with this generation and adapt their strategies accordingly. We'll examine the key trends shaping their decision-making, from a desire for hyper-connectivity to the growing emphasis on mental health and wellbeing.
Are AI influencers the next big thing in tourism marketing? We will explore the potential value of AI-powered travel personalities, examining how they can be used to generate engaging content and even act as virtual travel companions. However, this emerging phenomenon is not without challenges:
2025 has already seen the social media landscape being reshaped. This session will review the current state of social platforms, examining the growing concerns surrounding their influence and how to ethically maintain a strong presence on these channels.
This co-design workshop will explore the strategies needed to effectively engage with today's dynamic audiences and prepare for the future by creating a strong relationship with Gen Alpha. We will brainstorm innovative marketing strategies for enabling omni-generational marketing, tapping into wider societal trends, encouraging social sharing and balancing AI applications with authentic storytelling.
This session will delve into the transformative potential of generative AI across all aspects of tourism marketing and management. We will explore how AI can be leveraged to enhance text-based content creation, generate compelling visual imagery and videos and optimise voice-based interactions with travellers. Examining practical applications of AI, we will discuss how to remain relevant and unique in the creation of value for visitors and employees.
We're moving from experimentation to widespread implementation of AI across every internal and external touchpoint. This session will explore the frontier of multimodal AI platforms in tourism and why it is becoming more central to the overall visitor experience. We'll delve into how this cutting-edge technology will create seamless user experiences.
How can we navigate the complexity of AI as an industry, mitigating the associated risks to ensure a responsible future for tourism? This session will explore the exciting yet intricate interplay of risk and reward by critically examining the potential risks and challenges associated with AI adoption:
This interactive workshop will guide participants through the process of developing a robust AI strategy. We'll investigate key considerations for successful implementation, from identifying opportunities for value creation and intuitive design of user interfaces through AI to identifying opportunities for integration establishing ethical frameworks and building trust.
This session will explore the critical role of digital service design in today's interconnected world. We will explore how understanding the visitor journey across multiple digital touchpoints, from initial inspiration to booking and loyalty, is crucial for maximising conversions. We will also discuss opportunities for wider cross-sectoral collaboration in developing innovative digital services that serve a clear purpose.
Digital accessibility is not just about compliance, but ensuring everyone, including people with disabilities, can perceive, understand, navigate and interact with digital platforms. This panel discussion will examine how to move past minimum compliance with the Web Content Accessibility Guidelines and enable a truly inclusive user experience.
This session will delve into the critical elements of effective interface design, exploring the interplay of user needs, technological capabilities and aesthetic appeal. We will explore practical strategies for designing and developing intuitive and engaging interfaces across diverse platforms, from websites and mobile applications to voice assistants and augmented reality experiences, translating user needs into actionable services.
This interactive workshop will identify key opportunities for innovation in tourism during 2025 and beyond. Through a collaborative process, participants will explore how to create seamless and engaging digital experiences that tap into emerging trends, such as sports tourism, celestial experiences and reconnecting with nature, and meet the evolving needs and expectations of travellers.
This session will explore the transformative potential of spatial computing technologies, which blend the digital and physical environments for hyper-immersive experiences. We will delve into how smart glasses and other wearable devices, such as the Apple Vision Pro, will shape the future of travel and tourism and how to prepare for the arrival of these technologies and ensure that they are used responsibly.
This session will delve into the transformative potential of emerging technologies and how embracing these early on will drive competitive advantages. We'll specifically focus on the impact of digital twins and 5G/6G connectivity and the opportunities these bring in enhancing management strategies and enabling connected experiences.
This session will explore how AR technologies can be leveraged to create immersive and engaging experiences that go beyond traditional sightseeing, transforming how visitors interact with destinations and uncover hidden layers of history, culture and natural beauty.
This interactive workshop will delve into the exciting possibilities of spatial computing technologies for transforming the tourism experience. We will focus on co-designing engaging and user-centred experiences that leverage the unique capabilities of spatial computing to enhance visitor engagement, enrich cultural understanding and create unforgettable memories.
Welcome Back! Ready to build on yesterday's momentum? We're thrilled to welcome you back for day two! Join us as we kick things off with a quick recap and a sneak peek at what exciting sessions and activities await you today.
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How can sustainability be facilitated at a local level? In this session, Spyridon Kagkas will share how Athens has transformed in the aftermath of a GSTC destination assessment and how perspectives for managing the destination shifted. We'll learn about the importance of brand ambassadors in connecting visitors and locals by sharing an authentic side of local culture. As a sustainability and DEI advocate for Athens, Spyridon will talk about the 'This is Athens with a Local' project that he is in charge of and how the initiative showcases the diversity of the city's residents and encourages visitors to take walks with a local to see the hidden treasures and understand why they are important to residents.
Discover how authenticity and sustainability combine to deliver engaging visitor experiences! Tina Kyriakis will talk about how local guides can carefully curate award-winning tours that combat destination stereotypes and the journey Alternative Athens has been on since its founding in 2013 to the present. She will also share how her latest initiative 'Back to the Routes' builds carbon-neutral tours to explore lesser-known locations in Greece, with visitor experiences enhanced through an app that serves all user needs including digital storytelling, itinerary planning and GPS tracking.
In this session, Konstantinos Papakonstantinou and Cheryl Novak will share how tour operators can partner with destination policymakers to design a comprehensive multi-year plan for long-term destination prosperity, benefitting both residents and visitors. We'll discover the short-term impact of the 2023 wildfires in Rhodes and how the destination is quickly rebounding through its collaborative focus on regenerative tourism. In particular, the importance of widespread infrastructure development and education will be highlighted as a key component for supporting the drive towards carbon neutrality by 2030, water and waste management and improving the accessibility of the destination. Complementing the upgrading of facilities, we'll learn how visitor experiences will be enhanced through reforestation activities and the restoration of monuments, alongside leveraging horizon technologies, such as AR, VR and 3D maps.
Digital tools are transforming the industry, but how can we ensure this progress happens in harmony with the environment and local communities? This workshop empowers you to chart a course towards a sustainable and digital future for tourism, where co-creation pools different voices, needs and priorities to shape a vision for tourism that reflects the opinions of all stakeholders.
Discover the immersive future of destinations with the world's first certified Smart Tourist Destination! While XR is underestimated by the sector, with other mega trends such as generative AI getting the limelight. In this interactive session, Antonio Sánchez will share the innovative spirit of Visit Benidorm and explain how being an early mover on tech developments brings significant brand impact. He'll showcase the day-to-day tools and technologies used by the DMO for content creation and to enhance tourism experiences.
Join Angela Bustillos as she unveils the transformative potential of cutting-edge technologies: Augmented Reality (AR), NFTs and Blockchain in reshaping visitor experiences. This session will dive into how these technologies extend traveller engagement, boost brand loyalty and amplify sales and marketing efforts while simultaneously prioritising sustainability. Discover a groundbreaking system for Loyalty & Reward, leveraging blockchain to merge the digital with the physical, creating unforgettable, human-centred journeys in cultural, urban and experiential realms. Be inspired by the fusion of technology and creativity and explore how this synergy and system can elevate the tourism industry.
This interactive co-design workshop empowers you to develop unique ideas to leverage the potential of Web 3.0 technologies to create maximum brand impact. This includes strategising how horizon technologies can captivate audiences and ignite global conversations through creative applications of XR, blockchain, NFTs and biometrics.
In this session, Franziska Sunderland will share how Visit Düsseldorf strategically positions events to drive long-term positive change. She'll start by setting the scene, sharing data and insights into the importance of the MICE sector for the city. She'll also outline how Visit Düsseldorf follows an annual calendar of events to provide consistency in building the image of the destination as an attractive host for events. With this in mind, Franziska will highlight the transformative legacy of mega-events hosted by the city in recent years, including the Tour de France Grand Depart (2017), MTV European Music Award (2022) and Invictus Games (2023) before delving into the DMO's strategy for upcoming events such as the UEFA Euro 2024 and University Games 2025. Throughout all of this, Franziska will explain the importance of data and content to ensure the success of large-scale events and how AI will become increasingly important in driving competitiveness and ensuring ambitious targets are achieved.
Dive into the heart of innovation! This session explores the tangible results and learnings from experimenting with new technology to transform the tourism landscape. Flora Reeve and Curtis Wake will give an in-depth look at the successes, challenges and practical takeaways from their first-hand experiences of driving innovation in Newcastle. Flora will showcase the value of expanding marketing activities onto new channels, explaining how she convinced the DMO to launch a TikTok account to better position Newcastle as a trendy destination. She'll share about the day-to-day experimentation in producing and sharing the most engaging content that reframes attitudes towards North East England and the KPIs that determine success. Curtis will discuss the everlasting importance of destination websites in visitors decision making journey and in-destination experiences. He'll highlight the brand impact of developing new features to optimise user experiences, ensuring the DMO remains agile to changes in visitor behaviour and technological trends. In particular, Curtis will outline how he developed a Geordie-themed ChatBot and how it communicated the city's culture in a fun and memorable way to create a return on investment.
