«Smart tourism» Should destinations take ownership of enhancing the in-destination experience through technology
As destinations grapple with record numbers of visitors, “smart tourism” is a popular topic. At this year’s ITB in Berlin, it was explored through different lenses. One perspective came from the World Travel and Tourism Council’s Gloria Guevera Manzo, who focused on smarter destination management through preventing over tourism. Another perspective came from author Doug Lansky, who offered a vision for the Destination Management Organization of the future.
Destinations have an opportunity to deliver a deeper and more integrated approach to how they increase tourism in a responsible and effective fashion. Some DMOs are also struggling with maintaining relevance in an environment where travel suppliers and local businesses have the tools to affordably reach travelers wherever they are in the world. This imperative makes it a perfect time to envision just how destinations could be managed and marketed in the future.