Travelers are increasingly prioritizing sustainable and purpose-driven trips, meaning destinations are on the hook for meeting those demands.
However, balancing social and environmental goals with economic benefits is a challenge.
In order to drive change, what technology investments should destinations be making, and what is the new measure of success?
Speaking at Phocuswright Europe, Annakaisa Ojala, digital strategist at Business Finland, explained destinations need a lot of support in undergoing digital transformation.
“There’s a lot of pressure for [destinations] to have competence when it comes to technology, digital sustainable development, especially as it relates to the pandemic,” she said.
Thomas Laurell, chief of staff at Visit Stockholm, also points to the role marketing plays in helping destinations meet their goals around sustainability.
Watch the full session, with moderator Nicholas Hall, founder and CEO of Digital Tourism Think Tank, below.
Executive Roundtable: Sustainable Innovation - Destinations Lead the Way - #Phocuswright Europe 2022