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ITB Destination Day 2


March 8, 2019

10:45 - 17:45

City Cube, Auditorium A4

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.

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?

Tourism is becoming political: More than ever before, politics is shaping tourism worldwide. Political decisions determine destination developments, transport infrastructure and services, investment conditions and much more. But now tourists are also becoming political: Their travel decisions, sympathies and antipathies are playing an increasingly important role vis-à-vis national politics. How decisive are political factors today? In the near future will countries only be visited by political sympathizers? What measures can be used to "depoliticize" tourists?

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.

Malaysia’s Tropical Forest, the “Treasure Trove of Biodiversity”, is a heritage Malaysians - being the 12th most biodiverse nation on the planet - are proud of. Malaysia features many landscapes recognized internationally as Important Bird and Biodiversity Areas (IBAs) supporting livelihood and wellbeing of its people. Tourism Malaysia Ministry is indebted to Eco-Tourism and engaged a remarkable Eco-Tourism Blue-Print initiative until 2020. As economical receipts from eco-tourism increase many folds, the fast degradation of the environment continues losing our Treasure Trove slowly. The Carrying Capacity index is blinded by fast cashiers for short term gains. Who is responsible in the continuous protection, conservation and monitoring of our assets? Are the Stakeholders and Governmental Agencies implementing measures to stem forest loss? How do we manage Eco –Tourism products with engagements of Environmental NGO’s and local communities leading to “Strengthening Non-State Actor Involvement in Forest Governance”?

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?

17:00 - 17:45