This session is about how Les Îles de la Madeleine is using Design Thinking to give a voice to the tourism players in the destination. Jason Bent is the Tourism Development Officer at the DMO Tourisme Îles de la Madeleine, an archipelago located in Québec, Canada. He coordinates collaborative projects that bring value to the local tourism industry. Joined by UQAM Professor Dominic Lapointe, this talk is an explorative journey throughout the work to involve the whole industry in shaping and co-creating a sustainable destination strategy.
At the core of the co-creative process, there is human-centred design thinking, which is an approach to solve challenges keeping users at the core. This talk is all about how to involve the local community in the work of the DMO, relying on local experts and researchers, key industry players and local people. Tourisme Îles de la Madeleine is setting a new vision for destination marketing organisations, who aim to grow and develop, for the wellbeing of the destination as a whole.
