THR's opinion

How are national tourism bodies transforming from an off-line marketing culture to an online one?

The Panel moderated by Eulogio Bordas, President of THR Innovative Tourism Advisors which took place on January 19th at the 8th Exceltur Forum, presented “Tourism innovative policies at a governmental level for the digital traveler”. The panel was composed of Marta Blanco, Turespaña CEO; Jos Vranken, Visit Holland CEO; and Rodolfo López Negrete, México Tourism Board CEO.

The session allowed for a better understanding of the panelists’ priorities regarding the importance to give to Digital Marketing and each of the 4 areas (inspire, sell, provide services and network), the total financial efforts required and employment trends within the very diverse options technology offers.

Jos Vranken shared the orientation and management priority of his Visit Holland platform on social networks, where the main objective is to provoke an "appetite" for more information that serves to attract more users to the tourism webpage. It also highlighted the opportunity to generate content that is likely to be shared (following the principle of the 3 Ss, searchable, snackable, shareable) in social networks where digital consumers are already active and a larger audience exists.

Regarding innovation in tourism, Marta Blanco from Turespaña highlighted the pilot program of smart tourist destinations and also stressed that it will be necessary "to continue working in marketing and product experiences through Spain.info".

For more details, watch the video about the Panel, published by Exceltur:



*Article elaborated with Exceltur and THR information.