Change4Destination is a think tank of experts from the tourism industry. It deals with strategic questions relating to publicly financed tourism marketing and its future in a digital society. How can publicly financed tourism marketing significantly influence travel decisions in an increasingly networked and high-tech society? Do structures, and therefore organisations, have to change in order to keep up with fast-changing demand in tourism? What effects do these changes have on the products and services offered at the destination? The objective of the Change4Destination think tank is to identify new perspectives and opportunities, rather than to deliver answers that are universally applicable. More: http://bit.ly/2cDZJx2

1. #CHANGE4DESTINATION

2. 13 proposals for the future
of publicly financed tourism
marketing

3. 3
THINK TANK PARTICIPANTS

4. ORGANISATIONAL AND
LEADERSHIP PROPOSAL

5. 1. LOCATIONS OF THE FUTURE ARE
ENABLERS, NOT FULFILLERS
LOCATIONS OF THE FUTURE REQUIRE VALUE-ORIENTATED
LEADERSHIP WITH AN EXCEPTIONAL NETWORK OF PARTNERS.
Photo:Greg Snell

6. 2. CHANGE CAN ONLY BE ACHIEVED IF
YOU’RE WILLING TO MAKE MISTAKES
THE CREATION OF SAFE AREAS FOR TAKING CALCULATED RISKS
ENCOURAGES INNOVATION.
Photo: Greg Snell

7. 3. LEAD THE WAY, DON’T FOLLOW
MODERN LEADERSHIP AND EXPERTISE IN THE USE OF DIGITAL
TECHNOLOGY ARE VITAL TO THE FUTURE ROLE OF PUBLIC
ORGANISATIONS.
Photo: Greg Snell

8. 4. THE ROLE OF INCUBATOR:
BREEDING NEW IDEAS, NOT JUST
SHOWCASING THEM TAKING ON THE ROLE OF
INCUBATOR FOR INNOVATION AND GROWTH AT THE LOCATION.
Photo: Greg Snell

9. TECHNOLOGY
PROPOSAL

10. 5. FAST EATS SLOW
TECHNOLOGICAL AND SOCIETAL CHANGES ENTAIL NEW TASKS AND
QUICK ACTION.
Photo: Greg Snell

11. 6. DATA QUALITY IS THE CORE TASK
UNDERPINNED BY A DIGITAL INFRASTRUCTURE, IT IS POSSIBLE TO
ADD REAL VALUE FOR THE VISITOR.
Photo: Greg Snell

12. 7. OPEN UP YOUR DATA SILOS
ON A PAR WITH GLOBAL PLAYERS THANKS TO AN OPEN DATA
STRATEGY AND CLEAR RULES ON USE.
Photo: Greg Snell

13. MARKETING AND
COMMUNICATION
PROPOSAL

14. 8. THE END OF THE WEBSITE
IF YOU’VE LEFT A TRAIL, NO MATTER WHERE, YOU’LL BE FOUND.
Photo: Greg Snell

15. BRAND PROPOSAL

16. 9. THE IMAGE IS DEAD – LONG LIVE THE
IDENTITY
Photo: Greg Snell

17. GUEST AND CUSTOMER
PROPOSAL

18. 10. THE CUSTOMER HAS NO
BOUNDARIES THE CUSTOMER NOT ONLY CROSSES
DIGITAL BOUNDARIES, BUT ALSO REGULATORY ONES.
Photo: Greg Snell

19. PRODUCT PROPOSAL

20. 11. PRODUCT QUALITY IS THE KEY
PRODUCT FOCUS – IN DIGITISED MARKETS THE
QUALITY OF THE PRODUCT IS MORE IMPORTANT THAN EVER.
Bild: Greg Snell

21. 12. EXCEPTIONAL LEADERS INSPIRE
PLAYERS THE PRODUCT, THE VISION AND THE EXPERIENCE
IN HARMONY WITH LOCAL PLAYERS.
Photo: Greg Snell

22. 13. HOLISTIC, CROSS-BORDER
PRODUCT DEVELOPMENT
AS THE CUSTOMER HAS NO BOUNDARIES, PRODUCT
DEVELOPMENT MUST HAVE NONE EITHER.
Photo: Greg Snell

23. #CHANGE4DESTINATION