#CHANGE4DESTINATION – 13 proposals for the future of publicly financed tourism marketing

Change is inherent to the digital revolution. And change is also our daily companion at Tourismuszukunft. Hardly a day goes by where the digital world isn’t moving, and there are very few opportunities to catch your breath. That’s why our work and our many different projects are subject to a continual process of change. We are constantly monitoring what this process means for us, e.g. from a technological and strategic perspective, and we let relevant aspects directly influence our recommendations and decisions.

 #Change4Destination – what is it?

Change4Destination is just such a change process. For a number of years now we have been helping destinations to navigate the digital revolution. We look to solve strategic, technological and operational questions or to address them step by step as part of an ongoing process of development. We can see the challenges that many destinations face and know that change not only needs commitment but also comprehensive support as well as its own space for development.

Change4Destination is there to provide this space. The starting point was a think tank of experts from the tourism industry that came together in June. Over the course of two days the future of publicly financed tourism marketing was discussed and 13 proposals were formulated in various group discussions.


The outcome of Change4Destination: there are opportunities everywhere.

The 13 proposals represent opportunities. They do not provide one-size-fits-all solutions, nor should they be understood as a potential action plan. The proposals cannot do both of these things, and that’s not what they’re there for. But what they hopefully can do is provide some food for thought as well as impetus for further debate. We need a discussion on the topic of change in destination marketing organisations, and should not shy away from tackling difficult, and perhaps inconvenient, questions – it is the only way to ensure that such organisations remain relevant.


If you don’t move with the times, you’ll be left behind.

The digital revolution is in full swing, and brings with it continuous change for companies, organisations and society. Let’s help drive forward this change, give it the space it needs to develop and thereby shape the future of public tourism marketing.

We look forward to receiving your opinions, ideas and suggestions. Anyone who wants to continue and support this discussion is welcome to do so in this blog, but we are also happy to hear from you directly.


Change4Destination was a two-day think tank that took place on 16 and 17 June in Hamburg. It was run by Tourismuszukunft and Innovation Norway. Various experts from the travel industry were invited to exchange views on the future of publicly financed tourism marketing and to discuss feasible approaches and ideas. The outcome is a published research paper available in German and English. We are getting the word out about the think tank via all our social media channels using the hashtag #Change4Destination.

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Realizing Progress – wir gestalten den Wandel
Veränderung ist die zentrale Herausforderung und Chance unserer Zeit. Realizing Progress gestaltet diesen Wandel und begleitet Akteur*innen, die sich mit der Zukunft von Tourismus, Standorten und Lebensräumen beschäftigen. Als internationales Netzwerk mit Partner*innen aus Deutschland, Österreich, der Schweiz und Südtirol eint uns die Vision einer offenen, nachhaltigen Welt. Als Visionär*innen mit ganzheitlicher Perspektive setzen wir uns für die Gestaltung von Zukunfts- und Lebensräumen über den Tourismus hinaus ein.

Catharina Fischer

....Beraterin und Netzwerkpartnerin bei Realizing Progress. Seit 15 Jahren ist sie rund um die Digitalisierung im Tourismus unterwegs. Sie baute das internationale Social Media Marketing der Deutschen Zentrale für Tourismus auf und realisierte zahlreiche Online- und Social Media Kampagnen. Darüber hinaus entwickelte Sie bereits verschiede Content-Marketing-Strategien und befasst sich seit den Anfängen des Social Media Marketings intensiv mit einem zielgerichteten Monitoring und der Analyse von Social Media-Plattformen sowie crossmedialen Kampagnen. Mit dem Einstieg bei Realizing Progress beschäftigt sich Catharina vielfach mit strategischen Fragestellungen und realisierte verschiedene Digital-Strategien sowie die Think Tanks Change4Destination und impulse4travel. Ihr Herzensthema ist die Nachhaltigkeit im Tourismus. Hier im Speziellen die resilienten Geschäftsmodelle, die eine zukunftsgerichtete Tourismusbranche dringend braucht.