Kai Partale spoke on the topic "Destination Branding in the Digital Era".

Destination marketing is in constant change. Technological innovations and emerging trends in digital media, data analytics and content marketing pave the way for numerous exciting opportunities for those working in destination marketing.

DMOs are implementing video and in some cases virtual reality marketing strategies, considering how to work with influencers and exploring opportunities for partnerships with online travel agencies.

Strong, branded destinations usually make very good promises that are kept over time, remain relevant, have loyal stakeholders and are less vulnerable to competitive markets. However, those destination brands are also under pressure due to the emergence of online marketing.

So, the presentation will look at factors influencing the destination brand, highlighting some key features of brand building and management, and concluding with a few case studies of destinations that are doing an excellent job of destination branding in the digital age.