The role and operations of tourism boards have changed massively in recent years as they continue to figure out their position in the travel foodchain. In a recent poll and analysis of 61 tourism boards around the world by Trekksoft, nearly three-quarters claim it takes "a lot of effort to stay digitally relevant" in the industry. This is despite, according to the research, more than half of their budgets being spent on digital activities. Just 9 per cent claim to have a "cutting-edge digital strategy," with 9 per cent admitting to being behind the rest of the industry and 55 per cent stating that they "try their best." Experiences are considered by over half as a vital component of a digital strategy. Find out more.