Are we promoting places to visitors, or are we shaping experiences which speak for themselves? This session looks at projects which combine tech, data and user experiences to transform the lived experience of actually being there. Ave Pill, Head of Tourism Digitalisation at the Estonian Tourist Board, will be giving us insights into their industry programme on service design and digitalisation, which is helping develop new tourism services and attract more visitors to the destination. Küllike Tint, Manager of Archaeological Collection at Tallinn City Museum, will also share her experiences of bringing history to life through Guidio.eu audio guides and service design for presenting cultural heritage. They'll be joined by Chiara Loos, Brand and Marketing Manager at Helsinki Partners, who will tell us more about the keys to attracting talent to destinations, something they have repeatedly demonstrated excellence in, with campaigns such as the "Helsinki Freedom, Home-delivered”, but also tell about the destination’s learnings on Digital Service Design through projects like “Virtual Helsinki” or “Think Sustainably”.