Digital Tourism Think Tank
The Digital Tourism Think Tank was developed by Nick, who is widely considered as one of the world’s leading experts on digital trends and transformation in the field of tourism.
With two decades of experience, there is hardly any DMO that Nick has not advised. He has been personally behind change for so many DMOs and continues to drive the conversation around industry trends today.
Nick continues to grow and develop the #DTTT, helping it to evolve beyond digital to tackle existential topics, such as sustainable leadership. He also continues to speak at leading industry conferences on the biggest trends impacting the industry, as well as working on exciting projects and initiatives, together with public sector organisations who want to change the leisure economy for good.
We are so pleased to kick-off DTTT's first in-person post-pandemic gathering and what better than to start with a fresh perspective on design-led, ultra immersive and focused around an entirely new format of collaboration and co-working. We will be working on shaping solutions, during this week long innovation process in the region of urbanana. We will be joined by Dr. Heike Döll-König from Tourismus NRW and Claudia Neumann from Köln Tourismus opening the XDW and welcoming us all to urbanana region. We will explore the digital trends in tourism and re-designing the future of tourism experiences in this urban polycentric part of Germany.
In this session, we will be introducing and identifying the challenges on the other two sprint themes - Visitor Experience Development and Sustainable Innovation. We will be diving into the grass-root level to bring out the challenges that restrict us from achieving sustainable goals and developing digital travel experiences. During the course of the next few days, we will be working on addressing these challenges with collaborative workshops.
In this session, we will kick off Design Thinking with the DTTT. This is the departure point for our three-day Design Sprint, where we'll start by framing the challenges we face as an industry. We will start by working on the first two Design Sprint themes - The Macro Shift in Tourism and Digital Destination Stewardship. We will identify the challenges that we face in the Tourism and Travel industry today and begin exploring how we could rise to them with digitalisation, transformation and efficiency in strategies. As we introduce the challenges, this is an opportunity to familiarise yourself with some of the key issues our industry is facing - reflecting on a wide range of perspectives.
Following the challenges sessions, this session will be all about defining the challenges and understanding the users. Vote, discuss, react and connect. Together we will unpack the challenges identified, uncovering what is causing the problem and the effects it is causing. We will be critically evaluating the challenges from a user perspective, empathising with them to solve the challenges that they are facing and continue working on prototyping solutions to these challenges throughout the week.
Artificial Intelligence has become a trendy topic considering the increased interest in automated services. AI is a big topic, so why not start thinking about it by exploring the benefits it could bring to the industry supporting travellers and destinations? In this session, we will look at AI from a service design point of view. We will explore how AI empowered services could contribute to intelligence, decision making, data and management.
During this workshop, we will be exploring how different technologies can help destinations transform passive experiences into interactive ones. We will ideate how technology can help unlock features, boost immersion and crush barriers, helping us identify possible solutions by combining different technologies. We'll wrap up by analysing how these technological solutions help create value for destinations.
The emergence of immersive technologies has transformed the tourism industry. In this rapid ideation session, we will explore how emerging technologies, such as digital touchpoints, layered reality and seamless interactions, can help us develop solutions to some of the most pressing challenges faced in different areas of the industry. This workshop centres on the impact of technological solutions on destinations. In the first part of the session, we will ideate a large number of solutions that different emerging technologies can present, allowing us to explore the impact and feasibility of their implementation during the second part.
With sustainability representing such an essential component of future developments, we'll be exploring the role that innovation plays in identifying solutions and pathways through the wider transformation process. From setting and carrying-out a vision, through to working at the grass roots supply chain, these Sprints will have everybody thinking about the future. During the session we will be working on the topic of Shaping Innovation around Sustainable Development Goals, brainstorming on the challenge of how do we accelerate our mission to tackle the Sustainable Development Goals together? We will focus on Sustainable Business Innovation where can we find opportunities to address problems related to sustainability by applying innovation methods and processes to identify new solutions.
During the Macro Shift in Tourism prototyping session, we'll be focusing on generating solutions for the challenges identified around the themes of "Destination Experiences in Meta" and "Hyper Immersive Digital Brand Development". For both themes, we'll be prototyping solutions for the challenges under different scenarios. We'll also reflect on how these would solve the challenges at hand and imagine what they would look like in real life.
During the Destination Stewardship prototyping session, we will be focusing on generating solutions for the challenges identified around the themes of "Becoming a Smart Destination" and "Pushing Proximity Data Further". In the former we'll explore solutions through the lens of governance, innovation, technology, sustainability and accessibility; while in the latter we'll different data sets and how, by having real-time access to them, we could solve the challenges identified.
How can we work to make tourism an activity which contributes to the net benefit of everybody involved in it? In this prototyping session, we'll explore how the implementation of blockchain within the tourism industry and its experiences can lead to a more positive impact through decentralised autonomous networks. We'll brainstorm around the idea of tokenising products and services, the networks that exist within the industry and how they could be transformed into DAOs for a more positive impact.