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Destination Marketing Association International—a travel industry organization supporting global tourism bureaus—wrapped up its two-year DestinationNEXT research in 2015.
Many bureaus are faced with shrinking budgets and growing oversight from government and business stakeholders, so DestinationNEXT was designed as a roadmap into the future.
Strategies focus on new technology platforms to spur two-way communication between cities and visitors. There’s a growing emphasis on smarter content marketing to differentiate city brand identity for both leisure and group markets. Bureaus are also collaborating more with their economic development agenices and academic institutions to develop new travel experiences and events. Bureaus such as Sydney, Berlin, Vienna, Amsterdam and Singapore are leading these shifts by positioning themselves as smart cities of the future.
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