The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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The future of marketing smart cities

The future of marketing smart cities | The Insight Files | Scoop.it

By March 2016, over half of the 10,500 hotels rooms in Zurich will have tablets for guests to use to order services in the hotel and learn about the destination outside the hotel. The rest of the rooms should be outfitted by the end of the next year. The rise of the 'smart city' mega-trend hinges on widespread digital connectivity. By developing platforms for more people and more things to communicate with each other - the basic foundation of a smart urban ecosystem - municipal and corporate leaders worldwide are developing new business opportunities in every sector, including tourism. With other destinations such as Amsterdam, Berlin, Barcelona, Vienna, Singapore, Sydney and many more now positioning themselves as smart cities, the business value of that is becoming more apparent to attract both leisure and business markets. Find out more. 

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Virginia Tourism CEO on using love to sell a state

Virginia Tourism CEO on using love to sell a state | The Insight Files | Scoop.it

Virginia's proximity to the country's capital and diverse attractions ranging from significant historical sites to renowned nature preserves consistently draws travellers from the U.S. and abroad. When it comes to marketing Virginia, the now-famous slogan 'Virginia is for Lovers' has reached recognition unmatched by an destination besides Las Vegas' 'What happens here, stays here,' messaging. Capitalising on that slogan, however takes a creative and entrepreneurial mindset that's led to revenue-producing retail products and on-the-ground cooperation. Skift recently spoke with the CEO of the Virginia Tourism Corporation about the state's famous slogan, funding challenges and why tech experts will be tomorrow's marketing leaders. Click here to read the interview.

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Visit Berlin CEO on capitalising on the city's zeitgeist

Visit Berlin CEO on capitalising on the city's zeitgeist | The Insight Files | Scoop.it

Berlin is considered one of the most popular cities in the world right now and its ever-increasing visitor numbers confirm it. The city has, for many years, been considered a hub of creativity, music and cheap rent for entrepreneurs. While young American freelancers come in search of a low cost of living and Europeans on discount flights stop in for hedonistic weekends, the majority of the city's visitor base remains a high-spending, middle-aged visitor. The influx has created tension in the city with tourists starting to view tourism as a way of threatening their everyday pleasant way of life. An attitude that the tourism board has started to focus on as raptly as its outward promotion. Skift recently spoke with VisitBerlin's CEO on the city's unique approach to marketing, its efforts to mediate between tourists and locals, and their smart strategy for increasing funding. Click here to read the interview.

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German Tourism CEO talks diversity and trends

German Tourism CEO talks diversity and trends | The Insight Files | Scoop.it

Tourism officials have announced that international travel to Germany reached a record high in 2014 for a fifth consecutive year, for a total of 75.6 million foreign tourists. Although Europe continues to be the country's largest source market - accounting for 75% - there is considerable growth coming from the Arab states, China and the USA. The German tourism market continues to grow thanks to a combination of traditional attractions as well as its growing reputation as an international arts and youth hub. Berlin as well as smaller cities like Leipzig, are gaining reputations as welcoming enclaves for young people, attracting a younger demographic than Germany enticed to visit in the past. The country is looking to capitalise on its continued growth by drawing repeat visitors to lesser-known regions outside of major cities. Skift recently spoke with the CEO of the German National Tourism Board about marketing trends, Berlin's rise and plans for continued growth. Click here to read the interview.

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Why Argentina is looking online for tourism growth

Why Argentina is looking online for tourism growth | The Insight Files | Scoop.it

Once known as the most popular destination in Latin America, the allure of Argentina has in recent years fallen behind Brazil and its fast growth, and Colombia and its Silicon Valley-esque innovation. However, the flamenco, Malbec, and mountains that once drew Evita fans is still present beneath the country's more publicised and talked about political problems. The executive secretary of National Insitute of Tourism Promotion in Argentina recently wrote to Skift about how his organisation continues to promote travel to the South American country and its particular regions. Read an edited copy of the interview here.

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VisitDenmark CEO on local travel in Copenhagen and beyond

VisitDenmark CEO on local travel in Copenhagen and beyond | The Insight Files | Scoop.it

Skift has interviewed VisitDenmark's CEO to learn more about how VisitDenmark's destination marketing efforts are evolving and their impact on the visitor experience. With culturally immersive travel among the top megatrends in tourism, VisitDenmark's CEO says the country doesn't know anything different. Tourists and locals mostly visit the same bars, restaurants, parks and cultural venues in Copenhagen, and walk or bike the same historic streets lining the same twisting canals, because there really isn't a tourist zone like many other European capitals. In an effort to drive more business to smaller companies that cater to tourists but don't have significant marketing budgets, VisitDenmark is launching the nationally-owned DenmarkDirect.com booking platform. Denmark Direct is being designed to provide the DMO and its partners with massive amounts of data by centralising bookings at one online hub. For visitors, the platform offers the opportunity for more spontaneous and local travel experiences. Click here for more information.

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CEO of Caribbean Tourism Organisation on marketing the region as one destination

CEO of Caribbean Tourism Organisation on marketing the region as one destination | The Insight Files | Scoop.it

When thinking about the Caribbean, it's often the larger islands of the Barbados, Jamaica and Puerto Rico that come to mind. This is one of the challenges faced by the Caribbean Tourism Organisation, where the mission is to market the region as one destination and make sure the household name destinations don't claim the largest slices of its marketing budget. While it's not clear to what extent this happens the region as a whole had a record year for tourist arrivals in 2014 and so far this year has seen more records. The Caribbean welcomed 26.3 million visitors in 2014, a 5.6% increase over the previous year. Skift recently interviewed the CEO of the Caribbean Tourism Organisation to talk about visitor arrivals, air capacity growth to the region and the impact of Cuba thawing relations within the U.S. Click here to read the interview.

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Turkish Tourism Director on simpler brand messaging

Turkish Tourism Director on simpler brand messaging | The Insight Files | Scoop.it

Istanbul seems to appear towards the top of most aspiring travellers’ bucket lists today. Drawn by colourful images of architecture, stories of souks, and the possibility of tasting local cuisine, visitors to Turkey have increased significantly in recent years. An estimated 42 million tourists arrived in Turkey in 2014, contributing up to $36 billion into the economy, according to estimates. It is difficult to pinpoint exactly what led to Turkey's, and especially its capital's status as a trendy international destination. Skift recently spoke with the director at the Turkish Ministry of Culture and Tourism about the organisation's marketing efforts, social media strategy and on-the-ground relationships. Read the interview here.

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Ecuador's Tourism Minister on sustainable tourism growth

Ecuador's Tourism Minister on sustainable tourism growth | The Insight Files | Scoop.it

Ecuador is looking for some American love - the country's tourism ministry recently shifted its marketing focus to the U.S., its second largest market after Colombia, with the goal of increasing visits and visitor spend. Ecuador is currently a popular destination with expats and retirees, attracting 250,000 visitors in 2014, but the country is now promoting diversity and accessibility to draw short-term, high spending travellers. The government is actively working to prepare its destination for visitor growth by training youth to become future workers in the industry and outlining a growth plan that protects its natural assets from losing their lust under the pressure of greater tourism. Skift recently spoke with Ecuador's Minister of Tourism about their marketing strategy and sustainability goals. Click here to read the interview.

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Catalan Tourism CEO on marketing an international hub

Catalan Tourism CEO on marketing an international hub | The Insight Files | Scoop.it

Barcelona's reputation as an international metropolis places it among Europe's largest tourist destinations. It often attracts more attention than the region where it resides. Catalonia, however, is a unique region that is part forest, sea and city. It is most often talked about globally when the topic of secession from Spain comes up, which seems to be happening more frequently. Were that to happen, its tourism draw would not diminish but likely would increase although it depends on the circumstances. Skift recently spoke with Xavier Espasa, CEO of the Catalan Tourism Board, about how the destination marketing organisation positions itself in relation to Spain and its urban competitors, its successful influencer projects and the rewards of setting up a sales portal in addition to marketing campaigns. Click here to read the interview. 

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How one Italian tourism board banks on local products and food

How one Italian tourism board banks on local products and food | The Insight Files | Scoop.it

Emilia-Romagna is a region of northern Italy, home to some of the country's most iconic products including Ferrari cars, Ducati motorcycles, Parmigiano Reggiano cheese and balsamic vinegar from Modena. Among tourists, however, the region takes a back seat to the country's most well-known destinations including Rome, Florence and the Amalfi Coast. Emilia-Romagna hosted just over 9 million visitors in 2013, of which 28% came from abroad, making it the sixth most visited region in Italy. In a country that's not known for its stellar tourism marketing efforts, the Emilia-Romagna Region Tourist Board is working hard to change this by raising awareness of its ancient history, culinary significance and warm culture through digital media. It runs contests, hands its Instagram account over to locals and hosts as many bloggers and digital journalists as possible. Skift recently spoke with the organisation's CEO about the region's challenges to raising its profile, its successful formula for working with media and how it plans to overcome a shrinking budget with partnerships.

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Destination NSW CEO on selling Sydney abroad

Destination NSW CEO on selling Sydney abroad | The Insight Files | Scoop.it

Sydney received almost 3 million international visitors in the year ending September 2014, a 6.3% increase over the previous year. Sydney receives 94% of visitors to New South Wales, making it the most important market to promote within the state. Sydney is also going through its biggest hotel boom in almost 15 years with developers looking to increase the city's room supply by 20% before 2020. As global tourism grows, Sydney and the surrounding state are experiencing high visitor growth. However, the local tourism board Destination NSW is not content to wait for economic forces to draw visitors to its shores. It is investing in annual and one-time events that attract first-time visitors from long-haul markets. Skift recently spoke with Destination NSW's CEO Sandra Chipchase about the destination marketing organisation's strategies for the U.S. and Chinese markets, information as the new marketing battleground and the destination marketing organisation's need to step up and take responsibility for finding funding. Click here to read the interview.

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