2016 DESTINATION TRANSFORMATION PROGRAMME

4 YEARS IN THE MAKING

It's been four years in the making. In 2016, the passionate team at the #DTTT are pleased to finally roll-out their Destination Transformation Programme for DMOs.

We've been connecting destinations worldwide, from the Faroe Islands to Cape Town. Our excitement for destination marketing inspires us to go further and our passion  for digital drives us to innovate. Through the thousands of connections between  individuals, destinations, businesses and industries, the #DTTT community has one thing in common; a commitment to innovate and become digital leaders.

Having succeeded in building the world's most passionate community of digital destinations through cutting edge insights, research, know-how and case studies, we’re now taking things to the next level.

THE ROAD TO TRANSFORMATION

Over the past decade, DMOs have faced enormous challenges from austerity to the rise of the millennial traveller. With this comes the always looming question as to the role of the DMO.

Here at the #DTTT, we don’t think the role the DMO should be brought into question anymore, which is why we’ve mapped out a 12 month plan to help transform every DMO into innovative, forward thinking, disruption embracing, millennial engaging entities who make a real and direct impact on the visitor economy.

With this in mind, we’re inviting the destination community to sign-up to the Destination Transformation Programme and begin the process of change with a fresh start to 2016.

ORGANISATIONAL PILLARS

These are the core aspects of any organisation where at every level significant trends are happening; seeing the ‘old’ ways of doing things being replaced by ‘innovative’ more digitally led with a strong focus on empowering of people. Our organisational pillars cover four key areas:

FUNDING

Focusing on the need more than ever to ‘make the case’ for investment whilst also standing up to ever greater scrutiny on return on investment. Here we look at funding models, from core funding of the organisation to fundraising for campaigns, activities etc. and demonstrating value to stakeholders.

GOVERNANCE

Looking at how to run a nimble and effective organisation with limited resources, able to not only react but pre-empt trends and developments but succeed in all areas it has been tasked with. Focus here centres around developing the human capital within the organisation, recruiting and nurturing talent and empowering people in adopting more horizontal structures and fostering a greater level of individual accountability.

ENGAGEMENT

Identifying future trends and understanding the huge impact of digital on the marketing mix. Here we look both at the current trends and work with each organisation on how to embrace them. We also help to put in place strategic plans tapping into our wealth of knowledge and insights and provide support in implementation.

INNOVATION

Innovation is key to succeeding today, where consumers are looking for new enriched and digitally enhanced experiences and stakeholders are looking to see increasingly creative solutions and approaches. With an ear to the ground in this area, we work strategically to support this and tactically with some great partners in Europe to implement.

DEVELOPMENT STAGES

This is where we work on each of the above pillars at different levels, depending on the stage of development the destination is in. This includes the following:

GET READY  This is mostly focused on auditing existing activities and making clear executive recommendations on the right path to take for the future. We also develop roadmaps at this stage to help plot-out the key strategic priorities.

SUCCEED Here we develop concrete action plans depending on the area of business we’re looking at, this can range from a comprehensive transformation plan, looking throughout the organisation or say a digital strategy, where we focus on marketing.

TRANSFORM In this area, we work with quite specific actions to help put these changes in place. This can range form an innovative tech solution with one of our partners or an industry workshop or thinkathon to support the wider industry stakeholders  get on board too.

WHAT YOU CAN EXPECT BY JOINING THE PROGRAMME

Over the course of 12 months, we’ll be delivering you a complete Destination Transformation programme, to help you lead your team through the most important part of transformation, ‘Getting Ready’.

Each month, we’ll guide you through the process of getting ready for transformation and provide lots of material in the process, including: • Guidelines and template material • Meeting and workshop material

• Self assessment checklists • How-to guides • Topical case studies • Interviews  • Destination Case Studies, Insights and Talks

We've been collecting a wealth of material over the past four years and with the launch of our Destination Programme we're about to produce a whole lot more. Once signed up, you'll get unprecedented access to the #DTTT's entire library of case studies, reports and talks.

This is a truly invaluable resource to have as part of your digital marketing toolkit. With just a single click you'll have access to more than 50 different talks featuring a huge range of destinations and experts. Our reports cover some of the most important global travel markets from the USA to China and for 2016, we're launching a new line-up of rich case studies, looking in-depth at how destinations are working with digital with right insights shared in the process.

Here's just an overview of what you'll can expect…

• Keynotes from leading digital experts • Destination talks from Directors of Digital and Marketing • Reports on global markets and trends

GLOBAL TRENDS AND MARKET DATA

Our Trends Dashboard gives you a 360º vision on global market trends in digital. Each year we analyse market data from more than 70 different research sources and cut through the noise to give you a concise, topic by topic breakdown of the latest developments in digital.

Our analysts identify key data on how consumers are engaging with digital and new technologies across the entire digital spectrum, providing a global and regional breakdown on the most important developments. As the #DTTT is all about digital tourism, we go the extra mile giving our take on the opportunities for tourism and how to tap into them.

Our trend analysis cover a range of areas, including: • Connectivity • Consumer Behaviour • E-Commerce • Mobile and Tablet • Social Networking

UNPRECEDENTED ACCESS TO RESEARCH

Want to speed up your journey to transformation? We’ve teamed up with Phocuswright, the tourism industry leader on how travellers, suppliers and intermediaries connect, to provide unprecedented access to consumer research. What’s included here is truly unprecedented and available exclusively for DMOs as part of the Standard Level Destination Transformation programme by the #DTTT. We’ve secured a hand-picked selection of the most valuable research you’ll ever need, so once you’re ready to transform, you’re also set to transform.

Destinations get access to this extensive library of research thanks to a a new partnership between the #DTTT and Phocuswright, seeking to identify the most important research to help destinations pre-empt the next developments in digital and become true leaders in digital. With this premium level offering, you don’t need any other resource to get started with your 2016 strategy.

YOUR TICKET TO THE WORLD'S LEADING DESTINATION EVENTS

Get complete access for you and your team to the Digital Tourism Innovation Campus, better known as #DTIC, where the world's leading destinations in digital come together to share and exchange knowledge and best practices on digital. Over two days, hear from more than thirty destinations and experts sharing their experiences on digital, from campaigns to content to full scale web and application development.

Not only do our top-level pledgers get access to #DTIC, the tourism industry's leading digital innovation event, but we're also allowing DMOs to opt for the brand new Digital Tourism Content Campus, #DTCC, the new inspiration driven content strategy and social media event focused on helping destinations to plan, develop and succeed with content and visitor engagement strategy and techniques.

AVAILABLE IN THREE SIMPLE LEVELS

We’ve consulted a wide range of destinations on their needs and looked carefully at how we can provide a programme that supports them, whatever stage in the journey they may be at. This is why all subscribers get enrolled on the 12 Month Transformation Programme as a starting point, so month by month they can work from useful guidelines, workshop, auditing, planning and meeting material to help set-out their strategic priorities themselves. This is part of our philosophy that all DMOs should have the tools to ‘do it themselves’ to help get a better grip on their own activities.

Our three levels are simple to understand and come at a range of prices which are considered highly affordable and yet deliver incredible value. Our starter programme gives DMOs more than just a head start, providing an extensive library of talks, reports and trend data in addition to the 12 Month Transformation Programme.

The Standard Programme includes additional case studies and an unprecedented selection of Phocusrwright research, all for a rate not available elsewhere and for DMOs that want total transformation. The connected Programme provides all of this and access for two team members to both the Digital Tourism Content Campus and the Digital Tourism Innovation Campus.

WHAT’S INCLUDED IN THE CONNECTED PROGRAMME?

MONTHLY GUIDELINES AND MATERIAL TO TRANSFORM THE DMO • January: 2016 Kick off Team Meeting: Lessons & Learnings from #DTIC2015 to inspire your team and start 2016 • February: Free Transformation Assessment and Report to map out your 2016 Transformation Journey • March: Organise your own #TravelThinkathon including Thinkathon material, sheets and Pitch material to get you started • April: Trend Spotting 2016 - A Trends & Technologies Guide matter for your Destination • May: Workshop Material to determine 'The Role of your DMO and what does success look like for you?' • June: Internal planning session material ‘Getting you to re-think your next campaign' • July: Teamstorm to Transform: from assessment to driving transformation success - A Checklist • August: A Mini Millennial Strategy - getting your destination ready for the Millennial Traveller • September: Digital Skills Improvement - a quick digital skills test & our top picks of valuable free resources to get you digitally ready • October: Your Destination Walkshop - take your team out and re-explore your destination through the eyes of a visitor • November: A Marketer’s manual to embracing and facilitating change within your organisation • December: Organise your DMO Innovation Day

ACCESS TO OUR COMPLETE LIBRARY OF TALKS • 41 Talks in our #DTTT Talks Library • 5 Digital Breakfasts, discussing hot topics in digital marketing • 22 HD #DTIC2015 Talks • Plus access to all 2016 talks including 6 exclusive Digital Breakfasts in 2016

OFF THE SHELF ACCESS TO #DTTT’S MARKET AND TRENDS REPORTS • 5 Market reports covering India, Brazil, China, Russia and the US • 4 Trends reports covering anything from Benchmarking, Trends to Digital Roundtables • In 2016 4 Reports covering latest trends and highlighting market snapshots

OFF THE SHELF ACCESS TO #DTTT TRENDS DASHBOARD • Focus on 5 areas including connectivity, consumer behaviour, mobile, social media and e-commerce • Over 140 pages of trends, market insights, facts and figures • Statistics update with 2015 figures & statistics ready in Q2 2016

ACCESS TO OUR COMPLETE LIBRARY OF CASE STUDIES • 29 Case Studies in the #DTTT case study library • 15 exclusive DMO Case Studies in 2016

EXCLUSIVE ACCESS TO PHOCUSWRIGHT RESEARCH • Social DMOs: The State of Social Media and Destination Marketing • Destination Unknown: How U.S. and European Travelers Decide Where to Go 2014 • European Online Travel Overview Tenth Edition • European Traveler Technology Survey 2015 • The Mobile Travel Landscape 2015: A Multi-Region Report • (Dis)Loyalty and the European Leisure Traveler • Travel Innovation and Technology Trends 2015 • Native Advertising for the Travel Marketer • Search, Shop, Buy: The New Digital Funnel • Wearables: Their Time Has Come

#DTTT REPORTS • 2016 Digital Trends Report • 2016 Transformation Report • European Cities: Digital Readiness in Focus

CASE STUDIES • 5 exclusive HD video case studies focusing on the 4 pillars of transformation (Governance, Funding, Engagement & Innovation) as well as a DMO Transformation

story walking through the 3 steps of transformation (Get Ready, Transform, Succeed).

TALKS: • 1 Digital Workshop - Standard Programme subscribers can select from a selection of 3 topics, majority vote will determine the focus of the workshop

SEND YOUR TEAM TO #DTIC & #DTCC FOR FREE • Connected members can send 2 team members to #DTIC and 2 team members to #DTTT, ensuring year-round learning for the whole the whole team.

JOINT THE DESTINATION TRANSFORMATION PROGRAMME TODAY

DMO NAME: _________________________________________

FIRST NAME: ____________________ LAST NAME: ____________________ POSITION: ______________________________________

TELEPHONE: ___________________ E-MAIL ADDRESS: ____________________ ADDRESS LINE 1: _________________________________________ ADDRESS LINE 2: _________________________________________ POSTAL CODE:_____________ CITY: _____________ COUNTRY: ___________________

VAT NUMBER: ___________________

AUTHORISED REPRESENTATIVE SIGNATURE: AUTHORISED NAME: ____________________ DATE: ____ /_____ /____

CONNECTED PROGRAMME: 9.500 €PLANS ARE FOR 2016, RENEWED UNTIL CANCELLED