We've spoken about digitalisation for decades now, yet we are still here considering it amongst the most relevant topics in 2021. During X. Festival, we want to discuss Digitalisation in parallel with Growth & Competitiveness. The pandemic has shown us how the tourism industry was sometimes unprepared; we have seen DMOs wanting to drive digitalisation across their destination, sadly recognising that a lot of businesses still lack the tools to embrace digital.
‍
In this theme, we will hear from destinations that are investing in an end-to-end digital transformation of the industry, equipping organisations with the tools and insights they need to grow and develop successfully. We'll establish that tourism can be a force for good. It is time to explore how DMOs can differentiate themselves from the competition, identify and focus on their USP. Once found out what sets them apart, it is time to build centres of excellence, hubs of knowledge that will lead the development of the whole industry.