Tourism boards need a lot of effort to sustain in digital world

Published on : Wednesday, March 8, 2017

digital worldThe position and operations of tourism boards have changed a lot in recent years as they continue to find what their position is in the travel food chain.

Most made the move from being an in-destination bureau and awareness-raising marketing machine to online service many years ago, yet rules (for some), funding (for many) and ability often restrict their ambitions for how they want to attract and service visitors to a city, region or country.


Impact of mobile, entry of non-affiliated content sites and general booking services have made many tourism boards fade away in online travel world. In a recent poll and analysis of 61 tourism boards around the world by Trekksoft, nearly three-quarters claim it takes “a lot of effort to stay digitally relevant” in the industry.


The goal of such organizations hasn’t changed much over the years and their main aim is still to improve “brand identity” of their respective locations. Just 9% claim to have a “cutting-edge digital strategy”, with 9% admitting to being behind the rest of the industry and 55% stating that they “try their best”. About two-thirds have some form of booking functionality for travel products on their websites, covering hotels, restaurants and experiences.

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