Digital communications in tourism marketing strategies

Abstract

According to the World Travel and Tourism Council (WTTC), 83% of travellers rely on their mobile devices, before, during and after their journey. Taking photos, making a reservation, making payments, but also accessing pertinent information about local attractions, history and services of the destination are some key uses of travellers’ digital communications. However, digital communication is also a catalyst that offers multiple opportunities to marketing tourism experts and tourism managers. This case study refers to successful practices in the application of digital technologies to tourism marketing and proposes an exercise to the participants to build innovative solutions about digital marketing in three hypothetical destinations. The case is illustrated by the ‘Smart Tourism Destination Network (STDN)’, a unique and pioneering experience implemented by the Ministry of Trade and Tourism in Spain, which was launched in 2019 and has been recognised by international organisations such as the OECD and actors from the tourism industry.