Skift Take

25 Moments that Mattered in 2015: To make our selection of 25 moments, we thought back to the stories that drove reader engagement and sparked discussion among both travel experts and the general public. Some stories were quick blips that represented bigger things while others were narratives that built slowly through out the year. Each one, though, spoke to where we are right now when it comes to the big business of global travel.

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.

The Full Story: 


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Tags: 25 moments 2015, dmos

Photo credit: Screen grab of landing page for Austin CVB's WayBlazer microsite. Austin CVB

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