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ITB Destination Day 2


March 8, 2019

10:45 - 17:45

City Cube, Auditorium A4/A5

Strategies and best practice examples of key tourism regions; recommendations for optimized destination management.

The ITB Destination Days are dedicated to urgent challenges and perspectives in international destination management. Trend topics of destination marketing are the focus of the session on video marketing, Instagram and influencers. The panel of partner country Malaysia takes a closer look at the subjects of sustainability and ecotourism.


10:45 - 11:00

On foot or by plane, all-inclusive or solo - what do we look for when we travel to other countries? How many new things do we want to discover, what do we want to leave behind, how much are we willing to change? Ilija Trojanow has lived on four continents. Based on personal experiences, he writes about the spirit of and gains made through vagabonding, combining profound reflection with fun and lightness. Various stages focus on preparations and suitable field packs, travelling alone or in the company of others, the right provisions, lean periods on the road, gibberish and signposts, rooms with views and souvenirs. Trojanow skillfully extends his talk to include mass tourism and the art of travel, which ought to be discovered anew.

Keynote Speaker:
Ilija Trojanow, Writer & Bestselling-Author

The global cruise industry has been booming for years. How will it grow in the coming years? What are the growth markets of the future? What are the common misconceptions about the cruise industry? How is the industry dealing with the current challenges, like overtourism and environmental protection? Is there “undertourism” in the cruise industry?

Thomas P. Illes, Cruise Analyst, University Lecturer and Journalist

Keynote Speaker & Interview guest:
Adam Goldstein, Vice Chairman, Royal Caribbean Cruises LTD, Global Chair, CLIA

13:00 - 13:45

It’s no lie that video marketing has become the fastest growing way to reach people. In fact, in the past two years, video marketing has exploded to hold approximately 60% of all marketing efforts by major brands. It’s predicted that by 2020, video is going to account for 80% of all internet traffic. So video is ALREADY a big thing and if you haven’t embraced it by now then you are seriously lagging behind as a marketer. Let’s find out how destinations can best leverage the mega trend video marketing, what types of video content they should be developing and how to get it in front of those interested in visiting their destination? Make sure to arrive early as this session will likely be standing room only.

Introductory presentation:
Paul Henderson, Content Strategist & Social Video Marketer

Panel guests:
Clemens Bartlome, Marketing Executive, Graubünden Tourism
Paul Henderson, Content Strategist & Social Video Marketer
Allen Martinez, Growth Strategist & Founder, Noble Digital

With its tropical forests, rich biodiversity and many heritage sites, Malaysia boasts a large number of renowned "protected areas". For more than 15 years there has been a worldwide boom in the demand for sustainable tourism. Malaysia is one of many countries whose natural resources are being threatened. The Malaysia Forum addresses these issues: which institutions should be responsible for nature conservation and its monitoring, which measures should be implemented and how eco-tourism offers, NGOs and local communities should be collectively managed.

Eric R. Sinnaya, Chairman, Malaysian Nature Society

Too many destinations are still using logos and advertising slogans, while the digital world has long been crying out for other content. Influencers have more reach and credibility than classic destination marketers. Alongside influencers, customers are taking over destination marketing: Instagrammability is an important reason for travel in the growing target group of experienced travel consumers. Those who ignore this development will be dropped and punished mercilessly. How do DMOs have to change in order to meet these challenges? How can occasions be created for modern tourists to report on “just in time” via their digital channels and platforms? And particularly explosive: How can social media hype be slowed down when destinations get overrun by overtourism?

Panel guests:
Álvaro Blanco Volmer, Subdirector General Adjunto, Instituto de Turismo de España, TURESPAÑA
Colin Fernando, Senior Brand Consultant, BrandTrust

17:00 - 17:45