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1 Destination Think! Forum OCTOBER CONVENE - 32 OLD SLIP MANHATTAN, NEW YORK CITY destinationthink.com

2 O C TO B E R 1 3 Day One K E Y N OT E & E X EC U T I V E B R E A K FA S T 7:30-9:30AM The future business landscape: How destinations can prepare Brian Solis, Futurist and Principal analyst at Altimeter Brian Solis is globally recognized as one of the most prominent thought leaders, keynote speakers and best-selling authors on the subjects of innovation and digital transformation. As Principal analyst at Altimeter, a Prophet Company, a digital anthropologist, and futurist, he also studies disruptive technology and its impact on business and society. Brian will talk about the new business landscape, including risks, opportunities, realities and how successful businesses adapt.

3 DESTINATION LEADERSHIP TREND.01 Profit and Planet A new way of thinking about the supply chain. Can we see problems as solutions? DAY ONE OCTOBER 13 Every destination needs to consider the long-term implications of tourism in order to ensure that the right balance is achieved between economic, environmental and social value. Tourism growth tests the boundaries of the environment and the quality of life for the people who live in popular tourism destinations. In some destinations, this leads to a backlash from its population. Are there profitable solutions where a successful commercial transaction leads to positive effects on the environment and residents? 9:30-10:30AM Profit and Planet: Where are we now and where could we be? Presentation: Transformative change through new business models Interviews and Panel Discussion with Leading Thinkers: Discussions will focus on topics including: generating revenue without reducing future potential, destination management, capacity planning, accessibility, sustainable tourism, green labels, pricing strategy and socio-economic impacts. 10:30-11:00AM Networking Break: Nourish Foyer 11:00-11:45AM Profit and Planet: Where do we want to go and how do we get there? Collaborative session: Collaborative small group sessions with pre-selected groups based on shared interest, destination and organization size. Groups will analyse the learnings from Leading Thinkers to apply it to their own organizations and identify roadblocks. 11:45-12:30PM Group summary: Groups will summarize and share their recommended direction and ideas with the audience. Based on contributions, discussion will be focused on solutions and overcoming barriers to implementation. 12:30-1:30PM Lunch break: Nourish Foyer/ Collaboration Room

4 DESTINATION LEADERSHIP TREND.02 Cost and Revenue New ideas imply new business models. Can we apply creativity to rethink the way we produce revenue? DAY ONE OCTOBER 13 Without new approaches to managing costs and revenues, and corresponding measurement tools, the future of destination marketing is fragile. Most DMOs are reliant primarily on government funding arrangements. This model is volatile and poses a risk for meaningful strategic planning. Are there alternatives that offer a stable, long-term funding model? Some DMOs are entirely funded by industry, and yet product and buying patterns are changing. Where does revenue come from in an economy fragmented by companies like AirBnB? What can be done to secure future revenue? How do we measure the economic impact of our marketing? How can we help stakeholders understand the relevancy of tourism boards and justify their investments? 1:30-2:30PM Cost and Revenue: Where are we now and where could we be? Presentation: Examining the diverse destination marketing funding models Interviews and Panel Discussion with Leading Thinkers: Discussions will focus on topics including: alternative funding models and new opportunities, measurement, crowdfunding, tourism tax, government relations, seeking support and communicating value to stakeholders. 2:30-3:00PM Networking Break: Nourish Foyer 3:00-3:45PM 3:45-4:30PM Cost and Revenue: Where do we want to go and how do we get there? Collaborative session: Collaborative small group sessions with pre-selected groups based on shared interest, destination and organization size. Groups will analyse the learnings from Leading Thinkers to apply it to their own organizations and identify roadblocks. Group summary: Groups will summarize and share their recommended direction and ideas with the audience. Based on contributions, discussion will be focused on solutions and overcoming barriers to implementation. 4:30-5:30PM End of day close and Networking Reception

5 OCTOBER 14 Day Two KEYNOTE & EXECUTIVE BREAKFAST 7:30-9:00AM

6 DESTINATION LEADERSHIP TREND.03 Product and Promotion Develop what you promote and promote what you develop. Are you equipped to create experiences? DAY TWO OCTOBER 14 Without a unique story told consistently and by all, a destination and its product becomes a commodity. When a product becomes a commodity, the price is the only battlefield. In 2003, Harvard Business Review wrote: the only path to profitable growth may lie in a company s ability to get its loyal customers to become, in effect, its marketing department. Consumer perceptions of a destination are now largely shaped by the opinion of others, communicated through the word-of-mouth from millions of individuals. With ever-increasing competition, consumers seek more authentic experiences. How do you leverage big data to better profile and target prospective travelers? An experience that s not talked about might as well be invisible. How can a DMO shift its focus on the visitor experience in order to deliver the right destination experience that creates brand advocacy from visitors and residents alike? 9:00-10:00AM Product and Promotion: Where are we now and where could we be? Presentation: Building an experience that promotes itself; designing the end-to-end customer journey Interviews and Panel Discussion with Leading Thinkers: Discussions will focus on topics including: continuous digitalization and democratization of the destination marketing process, how do you under-promise and over-deliver, filling seasonality gaps, the role of visitor servicing in a connected communication environment, reorganizing to embrace consumer engagement through digital, social media and content marketing, branding to reflect a destination s inner DNA, measuring and managing word of mouth communication about your destination, leveraging big data to make your investments work harder and more. 10:00-10:30AM Networking Break: Nourish Foyer 10:30-11:15AM 11:15-12:00PM Product and Promotion: Where do we want to go and how do we get there? Collaborative session: Collaborative small group sessions with pre-selected groups based on shared interest, destination and organization size. Groups will analyse the learnings from Leading Thinkers to apply it to their own organizations and identify roadblocks. Group summary: Groups will summarize and share their recommended direction and ideas with the audience. Based on contributions, discussion will be focused on solutions and overcoming barriers to implementation. 12:00-1:00PM Lunch break: Nourish Foyer/ Collaboration Room

7 DESTINATION LEADERSHIP TREND.04 Community and Collaboration People, not product, are your are your most important assets. Can you market a destination and attract visitors without engaging residents? DAY TWO OCTOBER 14 Many destination marketing organizations are recognizing the important role that residents play in delivering authentic experiences and servicing as brand advocates. When promoting a destination, the DMO now relies on (and sometimes competes with) an ever-increasing number of people and organizations. Through word-of-mouth communications, everyone from visitors to myriad niche influencers, non-traditional partners and residents all affect destination perceptions. How does a DMO become a destination manager, coordinating all of these fragmented communications? 1:00-2:00PM Community and Collaboration: Where are we now and where could we be? Presentation: The future of destination marketing is destination leadership Interviews and Panel Discussion with Leading Thinkers: Discussions will focus on topics including: Discussion will focus on topics including: managing fragmented earned media at scale, scenario planning to coordinate the destination experience, collaboration with the traditional tourism industry as well as other partners like culture, heritage, sports and nature, stakeholder engagement, engaging local residents in tourism promotion, consumer advocacy, trade relations, industry engagement and development programs, and harnessing advocacy to attract meetings and events. 2:00-2:30PM Networking Break: Nourish Foyer 2:30-3:15PM Community and Collaboration: Where do we want to go and how do we get there? Collaborative session: Collaborative small group sessions with pre-selected groups based on shared interest, destination and organization size. Groups will analyse the learnings from Leading Thinkers to apply it to their own organizations and identify roadblocks. 3:15-4:00PM Group summary: Groups will summarize and share their recommended direction and ideas with the audience. Based on contributions, discussion will be focused on solutions and overcoming barriers to implementation.

8 CLOSING KEYNOTE 4:00-5:00PM Structuring your organization to lead your destination into the future William Bakker, Chief Strategist at Destination Think! DAY TWO OCTOBER 14 William Bakker is considered one of the leading thinkers in the destination marketing industry. He is a dynamic keynote speaker who has a laser-focus on destination marketing and nearly 20 years of tourism industry experience. His presentation will conclude the event by addressing the industry s most pertinent questions and outlining an exciting future for destination marketers. What does a destination marketing organization look like in 5 or 10 years? How do the four trends impact commercial strategies in a DMO environment? How do you organize your DMO for the future, and what role does a DMO play in leading a destination forward? William will leave you with tangible ideas that you can apply to your organization. 5:00-7:00PM A Taste of New York: Networking Reception and Entertainment After two days of collaboration, the best way to unwind with new connections is over a shared drink, local New York cuisine and entertainment.

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