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Celebrating Digital Innovation: The Future of Travel on World Tourism Day 2018

plane during sunrise, travelers, tourism


Whether its scuba diving or sightseeing, backpacking or honeymooning – tourism is undoubtedly an important part of the world economy. Tourism represents an estimated 10 percent of the world’s GDP, and one in 10 jobs around the world, according to the UN World Tourism Organization (UNTWO).

With 1.3 billion international tourist visits worldwide, the tourism sector is steadily growing at an average of three percent each year, which can be attributed to many factors including the decline in transport, a growing middle class and, notably, the rise of digital innovations that make travel more accessible than ever to the general public. From smart city initiatives to ease the impact of mass tourism in destinations such as Barcelona, to the upsurge of disrupting services such as Uber and AirBnB, to the explosive growth of social media as a key resource to travelers, tourism has become a truly digital experience that caters to the conveniences of the traveler.

At Development Counsellors International, we take great pride in helping make destinations into better places to visit and live. This year, for World Tourism Day (September 27, 2018), UNTWO is celebrating the use of digital innovation and technology and how it’s become integrated into the tourism industry. For our marketing agency, digital technologies are a fundamental part of not only the travel experience, but also the travel marketing experience. To keep up with the ever-growing need for digital capabilities in tourism, destination marketing organizations must integrate digital into their marketing strategy. Need some inspiration on how your DMO can stay on top with digital trends? Here are five pieces of content to spark some ideas:

6 Tips for Using User-Generated Content to Market Your Destination

While professional-quality photo assets and picture-perfect commercials surely inspire travelers, destination marketing organizations (DMOs) must not overlook the ability to attract new visitors by showcasing the stories and experiences of those who have already visited the destination. How can DMOs best leverage already-existing UGC from their destination? Here are six tips.

 8 Tactics to Strengthen Your Destination’s Influencer Strategy

As consumers become increasingly oversaturated by digital content, they subconsciously identify which content sources they genuinely relate to and trust. That’s where influencers play a critical role in how consumers organically engage with content. Alongside user-generated content, consumers are turning to digital influencers to identify brands and services that resonate with their unique travel styles.

5 Best Practices for DMOs on Instagram

Instagram isn’t just a photo-sharing platform anymore. It’s also a travel research tool, especially for millennials. Since 48 percent of this generation turns to Instagram to help choose a destination, it’s important for DMOs to look out for users who engage with their content and to interact with potential visitors. Here’s how.

How To Work With Digital Influencers: YouTuber, Erik Conover

With more than 100 hours of video uploaded to YouTube every minute, this search engine for videos has become a primary way for users to seek destination inspiration and get an unfiltered view of the destination through the eyes of someone they trust – a fellow consumer. Eager to teach destination marketing organizations (DMOs) about how he got his start, trends he expects to see in the YouTube world, and the advantages of hiring a travel vlogger over traditional advertising outlets, travel YouTuber Erik Conover answered our questions on how to better work with travel YouTubers.

The Emergence of Digital Influencers and Their Impact On Digital Marketing

The rise of social media platforms such as Facebook, Instagram, Pinterest, Snapchat, Twitter and YouTube have revolutionized the way destination marketing organizations (DMOs) operate.

We surveyed 905 English-speaking travel bloggers and digital influencers from Australia, Canada, Great Britain and the U.S. to provide insight into their needs when working with Destination Management Organizations (DMOs) / Convention & Visitor Bureaus (CVBs). In the study linked above, we uncover best practices for working successfully with this unique group of content creators and reveal trends and patterns you can anticipate in the future with influencer marketing.

Happy World Tourism Day! How is your destination incorporating digital technologies into your marketing strategy? Tweet us at @aboutdci and use the World Tourism Day hashtags, #WTD2018 #UNWTO, and learn more about World Tourism Day, here. 

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