The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Singapore Tourism Board CEO on reinventing a destination

Singapore Tourism Board CEO on reinventing a destination | The Insight Files | Scoop.it

In less than a decade, the Singapore Tourism Board has helped engineer an impressive turnaround of the destination's brand in the eyes of global travellers, from what was once considered primarily a financial business hub into one of the most glamorous gateways in Southeast Asia. There's growing consumer interest in the more casual, local Singapore travel experience in the city presently ranked by The Economist as the world's most expensive. Aware of this demand for more culturally immersive travel, as well as peer-to-peer online sharing of content across all age and economic demographics, the Singapore Tourism Board launched a new website last year with a strong focus on editorial travel content and social media. Skift spoke with the CEO of the Singapore Tourism Board to dive into his strategies to glow leisure tourism arrivals and shape the Singapore brand moving into the mobile-first future.

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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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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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The evolution of adventure travel

The evolution of adventure travel | The Insight Files | Scoop.it

In this Skift interview with the CEO of active luxury tour operator, Butterfield and Robinson, Norman Howe discusses the evolution of luxury and experiential travel, the growth of multi-generational family travel, changes in travellers' booking behaviour, and branding as an asset. The baby boomer market remains Butterfield and Robinson's primary customer base, with about 70% coming from the U.S., 10% from Canada, 10% from Brazil and 10% from everywhere else. For Howe, the activity really forms the catalyst for the travel experience, rather than serving as the purpose of the experience itself: "Getting on a bike or going for a walk delivers people into that landscape and immerses them in that sense of place much more quickly than when they're insulated in the bubble of a bus." Click here to read the full interview.

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