Tourism trends and other business’ trends influencing or applicable to the tourism industry
When crafting the destination marketing plan, there have to be defined the priority targets: in tourism 3.0, these are the creative activists, also called Tourists 3.0. They stand out by being active contributors in story making and storytelling and so are to become the destination’s first brand ambassadors.
Destination Intelligence 3.0 is to be a key player in fostering Tourism 3.0 in destinations at the regional and national level, as long as national destinations have greater infrastructure and budget to carry out market intelligence activities, coordinate and influence local destinations
For mission driven destinations such as ecotourism, transformation is to be carried out only in the marketing system, leveraging the human spirit mission of the destination to make and tell compelling stories among other contents
The tourism intelligence 3.0 approach fosters transformation towards a more collaborative and innovative culture at a regional level, also empowering all the industry stakeholders through open innovation to contribute with their knowledge and creativity for a more sustainable tourism development
Integrating the concepts of Tourism 3.0 in destinations is likely to be a major challenge. Hereby are presented three approaches attaining different degrees of transformation and at different levels