Break through: How to seduce consumers to your destination - What works, what doesn't, what will?
Keath Bellows, Editor-in-chief, National Geographic Traveller @ ITB Future Day
1. The virtual experience leads to an actual one
2. Be a discovery not a vacation
3. Have an USP
4. Be sustainable, honer your best
5. Steal from the leaders (India, New Zealand)
6. Tell stories (a story to attach to the place)
7. Use your citizens
8. Be aggressively social (social media)
9. Be comfortable being different
10. Stay true to yourself
11. Keep innovating
12. Look forward - next generation will drive the bus
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