Destination

marketing
has changed
How to succeed 

with digital, mobile

& new travel behavior

The game
has changed
Traditional discovery is
now too noisy 

and too expensive

Down prioritize:
Newspapers, Magazines,
Generic advertising (offline/
online), Trade shows
Relevance and context
take their place
It’s the only way to get sufficient
return from our limited resources

Up prioritize:
Inside out marketing, Loyalty, Social sharing,
Targeting (interest, demographic, geography)
What’s inside out
marketing?
Instead of blanket advertising, like reaching a
million people and hope to appeal to 1%

start with the people who 


already visit you, already know you or
already love you

Then they share the word. Discovery has

become organic
New focus: Make existing
visitors rave about you
More service, more information, more
sharing opportunity, more above and beyond
1 Trigger sharing
Put up statues, signs, wacky and fun stuff
that trigger people to take photos and
share
2 Utility apps
help visitors, even when
you’re not there
Make an app that is super useful for visitors:

‣ Offline map

‣ Travel info

‣ Currency converter

‣ Weather

‣ WiFi spots

‣ Transport (detailed)

‣ City card
3 Visitor hot spots
Travel info isn’t required where
you are, but where they are

Identify top 50 spots

(cafes, car rentals, airport)
and equip them with
WiFi and information
4 Niche
rather than generic
Speak to individual passions (films, food,
comics, fashion, knitting, sport) and hit
people straight in the heart.

Today, most tourism info is generic, that’s

because it was expensive to produce and
distribute. With digital that has changed
The silver service
24h tourism hot line - the concierge
in your pocket.
destination marketeers
get new roles
Old: the central point
own material, own sites, come to me, generic info

New: catalyst for empowerment

provide access, curate, facilitate, connect
Right here,
right now!
Prepare local business for the new wave.

People travel less prepared,

and increasingly search for last minute, local information
‣ Google search
‣ Maps
‣ Location based services

Lobby local travel businesses to use LBS, Google+ and

have live, online inventory
WiFi - the mother of all
DMO challenges
in your new role facilitating access 

is a priority.

The simplest ways you can do this:

1) Make app which lists WiFi spots
2) Make app but also include offline info & map
3) Create wifi hotspot in airport and key locations
SHOW LEADERSHIP

Facilitate SIM
card buying
Can you enable travelers to buy
local SIM cards at key infrastructure points?
‣ Use their own phones
‣ Data plans
‣ Short term deals (1 week / 1 month)
‣ No paperwork, pay as you go
‣ Simple setup
TRUE LEADERSHIP: LJUBLJANA

Free WiFi for the whole city

Could you lobby the council to offer free wifi? Make them an
estimate of what it would gain the city in terms of tourism
marketing
TRUE LEADERSHIP: SINGAPORE

Rent a phone
Singapore offers a service to travelers: Rent a
phone for your visit. Comes with data plan,
local calls and app with map and info is
already preinstalled!
 Aside from the hard work,
digital is a DMOs best friend
Mobile and digital give us real insights and data.
This enables us to offer right products and message
 Mobile offers 

direct communication
If you get an app on people’s phones
you can send them relevant notifications.

Imagine reaching visitors directly on their mobiles 


with current tourism info. With touch of a button!
 How can we help you?

TripTale
 Everplaces
World’s best travel app builder Global travel community, most
for brands and DMOs authentic design & foodie travel tips

By Tine Thygesen, @tahitahi

Considering an app for your

business? Contact
chris@triptale.net for great
help!

Thank you!
&